NR Sethuraman

Chennai
July 24, 2008

Chennai-based Texonic Instruments has forayed into the inverter market by launching three new inverters under its existing ICE brand. ICE brand comprise entry- level UPS, cabinets and racks. “Due to the ongoing power crisis and other power-related problems that India is facing, we feel it is the right time to launch our inverters in the market. We foresee the need for an inverter in every home across India and this gives us enough confidence to get into the venture,” said Nitesh Bhandari, CEO, Texonic Instruments.

Bhandari also predicts that in the next five years, the demand for inverters would grow manifold. “The inverter market definitely has a great future ahead. Though there are huge players dominating the market, but we still feel that the market possesses huge potential that is still to be explored due to the inconsistency in power supply that the country is facing today,” he added.

On the competition front, he said that ICE brand would compete with major brands by offering quality products at competitive pricing. “We are pitching our products with its quality aspects and competitive pricing. We have priced the 1KVA range of inverters for Rs 5,500, 2KVA for Rs 7,500 and 5KVA for Rs 17,000. We even offer a two-year warranty,” informed Bhandari.

Along with the inverters, Texonic has also launched 1KVA range of UPS and this would be an addition to the existing entry-level UPS under the ICE brand. “We wanted to included more and more products into our ICE brand to make it look attractive. We are also looking at launching a whole gamut of UPS by next year, which would take our brand to greater heights,” Bhandari averred.

Around 70 channel partners distribute ICE brand across the country and Texonic plans to push all new products through their existing channel. “We would push both the products through our existing partners and have plans to rope in 12 more partners in Chennai,” he said. ICE brand of inverters and UPS would be launched in Tamil Nadu, Karnataka, Maharashtra and Kolkata and would be scaled across the country soon. After completing the formal launch of inverters and UPS across the country, Texonic would be conducting roadshows to increase the awareness of the brand.

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