APC forays into consumer market with inverter launch

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.

The company has retained Redington as its distributor for this range of product
and has also identified 50 partners across Delhi and Bangalore to sell this product. However, these would be a mix of IT as well as non-IT channels. 

Announcing the launch, APC country GM Pankaj Sharma says, “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 adds 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,” Pankaj elaborates.

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.

CyberMedia News

Bangalore