Business Marketing
Individual Assignment
Ankul Gupta (201601239)
Carrier is a part of United Technologies Corporation, USA. UTC is a conglomerate operating in the high
technology space. The UTC group operates in aerospace & building systems with companies like Carrier
(air-conditioning), OTIS (Elevators), Pratt & Whitney (jet engines), Sikorsky (Helicopter), UTC Fire &
security (Chubb & Kidde), Hamilton Sundstrand & UTC
Power.
Founded in1915 by Dr. Willis Carrier, the inventor of
modern air-conditioning, Carrier has developed into being
the world’s largest provider of air-conditioning, heating and
commercial refrigeration system (HVACR) with operations in
more than 170 countries. Over the decades, Carrier name
has become synonymous with reliability, innovation,
commitment, superior technology, cutting-edge
manufacturing and world-class performance. It also has one
of the most prestigious installation bases in the world.
Carrier started its operations in India with setting up of companies namely Carrier Aircon Limited in
1986, and Carrier Refrigeration Private Limited in 1992. In October, 2006, Carrier Aircon merged with
Carrier Refrigeration and the name of the merged entity was changed to “Carrier Air-conditioning &
Refrigeration Limited (Carrier India)”
Carrier India’s manufacturing facility at Gurgaon produces air conditioning equipment including Window
Room Air conditioners, Hi-Wall Splits, Slimpak Splits, Cassette Splits, Ducted Splits and Chillers. It also
manufactures Refrigeration Equipment including Cold chain equipment compromising of Cold Rooms,
Truck Refrigeration & Bus Air-conditioning system, Freezers, VISI Coolers & Super Market Products.
Carrier India pioneered HVAC dealer concept in the country to give an unparalleled experience to its
customers. The Company has built a strong distribution network on a platform of partnership and trust.
The Company boasts of a strong network of over 590 sales and service dealers and 1000 distributions
and retailers. The cornerstone of the Company’s distribution is the Willis Carrier Club Dealer (WCCD).
Carrier is one of the first to adopt the energy efficiency label issued by the Bureau of Energy Efficiency
(BEE)- Awarded the first prize for energy conservation in Consumer Goods Sector in 2007 & 2008 by the
Ministry of Power, Govt. of India. Carrier is committed to the highest level of quality and service. It is the
company’s endeavor to ensure total customer satisfaction. For this company has a network of over 475
service dealers and 90 service franchisees to provide a range of services.
AIR CONDITIONER INDUSTRY:
The size of the air-conditioner industry in India is about Rs 2,000 crore. The Industry can be sub-divided
into non-ducted and ducted products. The demand for non-ducted products- Window air-conditioner
and mini-splits – comes from both households and corporate. The demand for ducted products – central
plants, packaged air-conditioners and ducted splits – is only from the corporate.
Corporate traditionally accounted for about 60% of the total demand for air-conditioners. Corporate
sector is still the major demand driver in this industry but because of the burgeoning Indian middle class
there has been a noticeable jump in the demand for air-conditioners from the household segment. The
Air conditioner product tree can be seen in Exhibit 1(in Annexure) and also Carrier India Footprint in
Exhibit 2.
COMPETITORS OF CARRIER INDIA:
India air conditioner market is already flooded by players like Hitachi, Whirlpool, LG, Haier, Samsung,
Voltas, Videocon, and many more each competing on the basis of price and features. Market share of
competitors can be viewed in Exhibit 3. Carrier has played a pioneering role in the growth of air
conditioners in India. Carrier has established itself as the market and brand leader in the Air Conditioner
market in India. The company has built a diverse product portfolio to meet the needs of different
consumer segments, ranging from middle income buyers to high class buyers, who look for high
performance and better quality.
