The Voltas AC has ridden the wave of excitement and popular appeal of its 'All-Weather AC' offering, to reach a high point of 19.8% market share in May 2013 (according to GFK Retail Audit Report). It goes without saying that the brand has sustained its No. 1 position established in FY12-13. in an intensely competitive market.
By thus widening its lead, the brand has made a significant advance over its YTD market share of 18.4% in overall FY12-13.
By contrast, the No. 2 AC brand presently stands at 17.7%, representing flat year-on-year growth. The No. 3 competitor lags behind at 11.4%.
These figures are especially meaningful because May is the most critical month in the AC industry, with the highest annual contribution. Voltas AC sales have grown by 60%, which is significantly higher than competing brands.
Voltas' strong performance this May is reflected in various regional achievements as well. In North India, which accounts for almost 38% of the AC market, the brand leads with close to 30% share. This includes an undisputed 36.1% share as the No 1 brand in Delhi, one of India's largest markets for room ACs, followed by Punjab and Haryana. The brand also holds the No 1 ranking in UP, Rajasthan, MP, Bihar, Jharkhand and, most significantly, Mumbai.
Voltas' growth spurt in AC sales results from several factors:
Says Pradeep Bakshi (COO - Unitary Products Business Group), "This is not a passing phenomenon. The Voltas brand has gained a lasting advantage in the market. We have every expectation that we can not only sustain our lead, but further widen the gap in months and years ahead."