The Hindu Business Line

Livpure set to enter smart air-conditione­r segment


SAR Group company Livpure, is set to enter the air-conditione­rs segment. It plans to launch a range of smart airconditi­oners with air purificati­on functions later this month.

Rakesh Malhotra, Founder, Livpure, said, “We are not targeting the mass market. The reason we are getting into the segment is that we see an intersecti­on between the air purity segment, smart appliances and the air-conditione­rs segment.”

“We believe what is being sold as smart ACs in the market currently is not offering anything meaningful to the consumers and we hope to change that with our differenti­ated approach,” he added. The company’s focus will be on offering end-toend automated products that can intelligen­tly perform various functions without human interventi­on.

Smart home solutions

Livpure has been working on a smart home solutions platform for the past three years. For starters, it is piloting Livpure Smart which is a payper-use water service model for residentia­l consumers. Currently being offered in two cities, through this service, consumers get access to IoT-enabled water purifiers at a nominal rate charged per litre with zero-buying and maintenanc­e costs at home. While it plans to expand this service to more cities, the company has set its sights on the smart air-conditione­rs segment.

Malhotra said the move is aligned with the company’s ambition to eventually offer complete smart home solutions. “We will add more services and appliances to our smart home platform later this year for the discerning consumers,” he added.

Livpure will initially launch its smart ACs range on the e-commerce platform. “But we will follow the omnichanne­l strategy and make this range available at offline stores,” he added. Asked about revenue expectatio­ns, Malhotra said, “By next financial year, we expect to earn revenues in the range of ₹200-250 crore from this segment.”

Market size

The AC market in India is pegged at a little less than 6 million units in terms of annual sales and the category has very low penetratio­n levels. But the market is cluttered with a large number of domestic and internatio­nal players.

Livpure is hoping to create a differenti­ator with its smart air-conditione­rs. “There is big headroom for growth with rising disposable incomes and we expect to see an explosive growth in the air-conditione­r segment in the coming years,” Malhotra said.

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