APC enters $140 m inverter mkt in India

BANGALORE: Eyeing the potential $140 million, home and corporate inverter market in India, power solutions manufacturer American Power Conversion (APC) has launched a 800 VA power inverter. The APC inverter comes in two models- flat plate type that costs Rs 14,630 and the tubular model that is priced at Rs 16,478. The price difference lies in the battery technology and usage.

Announcing the launch, APC country GM, Pankaj Sharma said, "Our research indicates that Delhi and Bangalore face the highest amount of power cuts. So, we will be launching the APC power inverter in these two cities to begin with and will soon expand the footprint across India."

He added that the company decided to make inroads into this space since the market was highly fragmented and lacked the presence of national or multinational players. "A study commissioned by the company, showed that only 10 percent of the estimated $140 million market has been tapped. We also perceived a need for a safe and quality product," Sharma elaborated.

The 800 VA inverter comes with features like pure sine wave technology that results in zero humming of lights, service support, two year warranty, aesthetic design, child proof features, holiday switch mode, safety kit and easy installation. The product can provide power back up to support two hours of peak load.

Regarding the channel strategy for the product, Sharma said that the inverter would be distributed through IT and non-IT channels.