Symphony 'Storms' with high-end air cooler to beat the summer heat

With the summers having set in, India's largest air cooler company, Symphony Limited, has introduced a new high-end cooler 'Storm' for larger spaces of up to 1000 square feet. Symphony says its Storm, a tower cooler,  is the only domestic cooler with a capacity to cool such a large area.

With a premium look this new tower cooler has an array of features like patented PSR technology for low power consumption, powerful air throw, space saver, large tank capacity up to 100 litres, high-efficiency cooling pads, full function remote, LCD display and a seven-speed option are some of the major attractions of this new cooler range, between Rs12,500 and Rs14,900 for Storm 70E model and the Storm 100E model respectively.

A special TV commercial has just gone on air for the new 'Storm' product launch, created by Mudra Ahmedabad. The creative comprises a blend of Bollywood shots, an interesting narrative and an actual utility idea of a cooler for a larger house which puts forth a simple message that-it can cool large houses like no other: Bade ghar ka cooler as s the core message of the campaign.

Symphony's four main pillars are design, innovation, brand and network. Design-driven innovation and green engineering is a sustainable competitive advantage of the company.

The company is also doubling its dealer network to 20,000 plus in the next one year, says Achal Bakeri, chairman and managing director, Symphony Ltd.,

Bakeri says, ''One of the key drivers for Symphony's growth has been the rapid expansion of its network which has grown from 3000 to 10,200 over the last three years."

He said the number of distributors too will be raised from around 550 currently to over 850 in the next one year to expand its market share in a Rs1,000-crore market where the unorganised sector still accounts for nearly half the sales.

"With a presence in 3500 cities across India, the company has the largest market share of 45 per cent," says Bakeri.