Cello launch designer 'Air Coolers'

Cello has ventured into the manufacturing of air coolers by leveraging its long background in high quality plastics and polymers.The Cello Air Coolers, which are designed for today but will last into tomorrow, are manufactured by Wim Plast Ltd., a subsidiary of Cello group.

The coolers have engineering quality polymer bodies, Turbo Coolâ„¢ power cooling and international design aesthetics.

"Cello Air Coolers have improved the traditional science of evaporative cooling into a cutting edge technology. Engineering quality polymer build and lightweight, powerful blowers and fans with improved cooling pads give you Turbo Cooling that no fan can offer, at low costs which no air conditioner can match. This new range of Air Coolers is designed by Italian and leading Indian designers to bring world-class products to the Indian consumers," said Chief Financial Officer Wim Plast Ltd., Madhusudan Jangid.

Cello's range includes all types of consumer coolers such as desert coolers, tower coolers, window coolers and personal coolers. The company has also created a new segment of mini desert coolers.

In all, the company has launched 23 models of designer coolers in these segments, with water storage capacity ranging from 22 liters to 60 liters. The company has appointed distributors across India and after-sales service centers with service engineers and technicians on the company's payroll to ensure reliable and timely service delivery. It has also set up a toll-free number for customer care.

The company has got certification of CE and Saso for these products and other certifications are in the process.

"Our coolers come with Turbo cooling system which combines powerful air circulation system with compact cooling pads to cool larger area in lesser time and also has other feature like digital model and convenient mobility," said Jangid.

"The initial response has been very encouraging. Both trade and consumers have appreciated the product and, as summer nears, the secondary sales have started and the company has also started receiving repeat orders from the network," he added.

As income levels grow in India's middle class, many families are upgrading from fans to coolers. Further, with greater consumer awareness about quality and such other factors, more people are shifting from products made by the unorganized sector to branded products.

Given the growing demand for its products, Cello is planning to build one more dedicated factory for coolers in the next financial year and is looking at possibilities of backward integration.