After the recent launch of its small capacity refrigerator, Teenie Weenie, Voltas is now launching a sub-brand, Coldcel-Teenie Weenie, targeted at the younger age group, across the metros and small towns. The 55-litre refrigerator is priced at an affordable Rs 5,000, and offers complete value for money in pleasing colours with vibrant visuals on the door and sides making it the only brand in India to be available in colours like orange and yellow.

Customised for the economy segments; Coldcel has been specially-designed to withstand high voltage fluctuations and frequent power cuts. It was soft launched in key Indian states last year, which had evoked a tremendous response, leading to an extension of the brand across the country.

The company hopes to leverage its strong presence in these markets through its dealers and retailers who have already been selling its other products.

"Voltas has paved the way for the industry with innovations and products that are at par with global standards; and today, is synonymous with air-conditioning air refrigeration. Now with the rollout of the new sub-brands, we are looking to tap the potential market that exists in our country," says S N Tripathi, COO, unitary products division.

Adding to the array of top-notch products, Voltas has also introduced four premium refrigerators under the sub brand Xcel. The refrigerators are available in 175-litre, 190-litre, 220-litre, and 250-litre capacities, with advanced features like the soft-tech handle, tabletop and multi-colour graphics.

The company has planned hard-hitting local advertising campaigns in the print and outdoor media, banners and glow signs, in addition to promotional activities like roadshows.

"Our key differentiator is the high level of service we offer, backed by the indisputable Voltas reliability. This, along with products that are tailor-made to suit the needs of the rural markets are a result of Voltas'' commitment to continuously provide end-to-end cooling solutions at optimum value for money," said K J Jawa, vice president, cooling appliances division.