Daikin India heats up markets with a cool idea

Daikin India has come up with a split room AC that consumes less power than a regular hair dryer.

In India, Daikin has expanded rapidly over the past decade, leaving behind its otherwise established competitors, thanks to its “local production and local R&D for local consumption”. By 2020, the company plans to expand its sales and distribution networks of more than 10,000 locations across the rapidly developing subcontinent.

“Japanese products are perceived as superior, a value for money, and Daikin is seen as a game changer AC brand in India in both residential and commercial segments,” says KJ Jawa, CEO and MD, Daikin India and member of the board, DIL, Japan.


Daikin’s success in India is based on several factors, he explains. “We do simple things right and with speed. Our efforts are focused around customer needs, as we nurture our ‘high image, high quality’ brand perception with products suitable for Indian conditions. Since 2009, we have taken the lead in every field, be it inverter technology, green refrigerants, VRV, chillers or skill development.”

Jawa adds, “After two years of research and development, Daikin India is proud to launch an indigenously designed and developed split room AC, which will cost less than $230, for the growing middle class.”



A game changer
With 100-120 sq ft space a common trend nowadays across homes and offices, this newly-launched Daikin AC is the best option for this emerging consumer segment and can serve the compact cooling needs for every common man. With widespread electrification of India over the past few years, this Daikin AC presents an ideal choice for consumers across all sections. Daikin also sees it as a catalyst to drive up AC penetration in the 93 per cent market that remains unaddressed.

“This Daikin AC will empower the growing Indian population to upgrade from coolers and older technologies without a major impact on electricity charges. The true India potential can only be realised with this pocket-friendly BIG-SMALL AC that draws electricity less than 3.5 ampere, which is less than operating a hair dryer or microwave at your home,” said Jawa.

Making a mark
Daikin India’s commercial success and thought leadership is impressive, with one of the country’s biggest factories, training centres and warehouses at Neemrana, Rajasthan. “Our underlying philosophy,” says Jawa, “is to nurture skill, expand our scale and build sustainability through our long-term vision.” Jawa attributes Daikin India’s success to “a marriage of Japanese brains and Indian brawn”. With its advanced technology, Daikin was the first to launch inverter ACs and green refrigerants in the world’s second most-populous market.

“We are using various Japanese training programs to uplift and improve the standards of air conditioning industry, and society as a whole,” says Jawa. “For example, we formed the first all-women branch of the Japan-India Institute of Manufacturing. Daikin is a socially conscious organisation and India is a fine example of how we put this into practice. We practice what we preach.”