Home-grown ₹6,200-crore turnover consumer electronics and durables company Intex Technologies is all set to foray into the air-conditioning market as its expands its product portfolio.

Following its entry into the refrigerator segment with direct cool range, it plans to add several other products to its portfolio as it commissions a major manufacturing unit in the first quarter next year to be developed in phases with an outlay of ₹2,000 crore in Greater Noida.

New plant The debt-free company, which closed last financial year with a turnover of ₹6,200 crore, expects to commission the new plant in the first quarter of next year. It is also engaged in parleys with Telangana government for a possible manufacturing base in South India.

Nidhi Markanday, Director and Business Head (Consumer Durables & IT Accessories), Intex, said: “About 85 per cent of the company’s business comes from the mobile phones and the rest from other segments, including the recently ventured-into area of consumer durables and IT accessories.”

“We are looking at changing this mix to 75:25 this year and to 50:50 over the next few years, as we expand our consumer durables product range including the proposed launch of air-conditioners in the market soon,” she explained.

Business mix On the company’s changing business mix, with consumer durables set to play a bigger role as more products get added, she told BusinessLine : “Intex understands the pulse of the Indian consumers and will offer differentiated products that suit their requirements.”

As part of the expansion of the consumer durable portfolio in 2016, Intex enhanced its LED TV range with Smart LED TVs including 4K TVs, washing machines with fully-automatic models and introduced new products – air-purifiers and currency counting machines. The consumer durables portfolio has increased to seven.

Brand ambassador Intex has roped in Bollywood Diva, Madhuri Dixit, as its Brand Ambassador for the new range of refrigerators. The company introduced three models of single-door direct cooling refrigerators with a capacity of 170-190 litres, with 4-star BEE ratings priced in the range of ₹10,900-14,300. The frost-free range will come in by early next year.

These refrigerators come with a leather body with a rich feel, a strong toughened glass shelf, and rust-free feature to ensure enhances life. They come with Cool Pack, a specialised component that helps keep perishables from getting spoiled even during power cuts/ failure by retaining the coolness for an extended period of up to 10 hours.

South India has been a stronghold for Intex’s consumer durables business accounting for nearly one third of the total volumes.

Related Topics