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Indian Air Conditioner Market : Challenges and Oppurtunities

Indian Air Conditioner Market : Challenges and Oppurtunities

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    Air conditioners Air conditioners Document Transcript

    • Air Conditioners T he Indian airconditioning industry is health benefits as well. on a high growth trajectory with an Korean models, Chinese imports and ag- overall volume growth rate of 20–25 gressive stance of Japanese players have percent per annum. In 2010, air condition- maintained competitive pricing. This is set er sales were `7,200 crores at 3.88 million to be rationalized with an increase of 8–10 units, up from 2.8 million units in 2009. percent. Stiffening of commodity pricing This growth rate is expected to be main- like copper, aluminum, and steel coupled tained in 2011 too. with high crude oil prices have increased In fact, LG Electronics is targeting India as logistics expenses. its largest air-conditioner market by next Growing affluent middle class population, year, ahead of the current leader US. In robust economic growth coupled with the 2010, India contributed 18 percent to the booming retail sector will ensure that the company’s global air conditioner revenues expectation of a 25-30 percent growth in in 2010, while the US contribution was 2011 is a reality for this segment. over 30 percent. The consumer is certainly not being short- Global scenario changed; he is at par with his global coun- While man’s desire to control the indoor terpart. The new range of ACs are spread environment led to the invention of air con- across window, split, multi-split, inverter ditioning systems, growth in population, ACs, floor standing, cassette, and tower sturdy economic progress, industrializa- ACs, albeit the split segment dominates tion, rising standards of living, afforda- with 70 percent market share. bility of technology, and increase in com- Star rated, energy efficient models with mercial applications have led to its rapid superior features continue to rate high on proliferation across the globe. Hitherto a consumer demand. Gaining from ongo- luxury proposition limited to wealthy and ing technological advances they have been prosperous layer of the society, comfort transformed into products that can provide conditioning is fast becoming a necessity in62 | TV VEOPAR JOURNAL | APRIL 11 | adi-media.com | An ADI Media Publication
    • most of the nations. This metamor- for replacing old air conditioning mainly used for individual roomsphosis has opened a completely new systems with new energy efficient (ductless split, window units, andworld of opportunities for the air models will be on the rise, thereby moveable type air conditioners) andconditioning market. Global warm- adding to market gains. Replace- packaged air conditioners mainlying continues to remain a major fac- ment demand is also generated by used for light commercial applica-tor propelling market demand, es- the consumers’ need to replace their tions and whole houses (unitarypecially in the residential segment. existing air conditioning systems air conditioners and ductless splitDepletion of ozone layer, El Nino with quieter and more feature rich PACs) was about 73.8 million units,effect, and global warming make up air conditioner models. a 3.7 percent decrease comparedfor the primary reasons that create with 2008. China strengthened its The global market is expected to re-the need for air conditioning sys- leading position with a market size cover poise and reach 78.8 milliontems. of 28.2 million units. Some 11.8 mil- units in volume sales by 2015. AsPurchase and use of air condition- lion air conditioners were sold in the stated by the new market researching systems in both residential and US, a decline of more than 20 per- report on the global air condition-commercial applications often goes cent compared with 2008. About 4.9 ing systems market, Asia-Pacifichand in hand with the health of million units were sold in Europe, continues to be the largest regionaleconomy in a given country or re- marking a 37.4 percent decrease market. Growth in Asia-Pacific isgion. For instance, an increase in over 2008. In Japan, 7.4 million fuelled by factors such as rise in ur-per capita income pushes up con- units were sold, down 13.9 percent ban population, cushioned impactsumer demand for comfort living over 2008. Sales in Asian countries of the global recession on regionaland eventually drives demand for not including China and Japan came economies, favorable job market,high-value products such as air to some 9.9 million units, almost the and resulting high income levels,conditioning systems, while con- same as 2008. increased household gains and ris-versely in periods of slowdown, de- ing per capita incomes in countries By product, the room air condi-mand recedes rapidly as consumers such as China and India. tioning systems market has beenquickly axe their spending on high- the largest market segment for air However, other regions will have conditioning systems. Low-cost fea-priced products. Illustrative of this modest growth. US demand for ture and ease of installation andtrend is the pal of gloom set over HVAC equipment is expected to rise maintenance adds to the attractionworldwide air conditioning systems over 7 percent a year through 2014. of room air conditioners, drivingmarkets against the backdrop of Gains will result from recovery in its increased sales. Reciprocatingthe recent economic recession. The residential building construction compressors continue to disappeareconomic recession and subsequent expenditures, which plummeted in from the majority of markets, withtrends such as job uncertainty, cut- 2009 due to the economic recession. the trend moving towards scroll andbacks in employee salaries, and un- In Western Europe, mini-split room screw compressors.employment has left many comfort air-conditioners will post solid gainsand luxury product markets across Although the fixed-frequency air- due to the lack of ductwork in mostthe globe in a state of turmoil, and conditioning dominates the segment, European homes. Advances in otherthe air conditioning market, given inverter air conditioners are bound developed areas, such as Canadathe product’s status as a discretion- to become the future mainstream. and Japan, will be minimal, reflect-ary item, especially in developing Inverter air conditioner energy sav- ing high penetration rates and mod-countries, is no exception to this ing advantages is obvious. The for- est construction gains.trend. However, hope in the form eign penetration rate of these is asof government driven focus on en- There was an 11 percent decline in high as in Japan upto 97 percent,ergy efficiency injects optimism the Middle East region in particu- France 90 percent, Spain 45 percent,among air conditioner manufactur- lar. Iran and Saudi were the only and Italy 40 percent.ers, as it promises to drive demand growth areas in the region, as the Key players in this marketplace in-for energy efficient air conditioning recession made its impact felt, but clude Airwell Group, Carrier Corpo-systems such as inverter based air at a less significant scale, outside ration, Daikin Industries, De’Longhiconditioners in the upcoming years. Dubai. Due to the nature of construc- SpA, Electrolux AB, GD Midea Hold-Another major factor, which is ex- tion and the use of district cooling in ing Co., Ltd, GE Appliances & Light-pected to steer the market in the many parts of the region, there is a ing, Goodman Manufacturing Com-next few years is the rapidly grow- strong emphasis on larger-capacity pany, L.P., Haier Group, Hisenseing replacement need, particularly chillers above 500 kW. Group, Hitachi, Lennox Industriesin mature markets such as the US Detailed global sales data for 2010 Inc., LG Electronics Inc., Mitsubishiand Europe. Given the growing focus is not available. In 2009, the global Electric, Nordyne Inc., Panasonicon energy conservation, the demand market for room air conditioners Corporation, Rheem Manufactur- An ADI Media Publication | adi-media.com | APRIL 11 | TV VEOPAR JOURNAL | 63
    • ing Company, Samsung Electronics Go Green businesses, and the media.Corp., Sanden Corporation, Sharp By advertising their green drives, With various governments imple-Corporation, Toshiba Carrier Corpo- companies can also set themselves menting national or regional ini-ration, Trane Inc., Whirlpool Corpo- apart in their markets. A proper tiatives and programs to encourageration, and York International Cor- policy framework and enforcements energy conservation activities, theporation among others. on green efforts and initiatives could green trend is taking off in a big way in the Asia Pacific. The govern- also give a huge boost to the mar-Refrigerants ket. ments’ endeavors offer tremendousOn January 1, 2010, we witnessed opportunities to technologists in the “The HVAC segment has been usingthe largest and most dramatic green and energy efficiency space. advanced technology that allow airchange to the air conditioning in- The market is likely to register conditioners to intelligently lowerdustry that affects every one of us more than 10 percent growth annu- power levels once the ideal ambienton this planet. Backed by the Envi- ally until 2015 due to the increasing temperature is reached, which, inronmental Protection Agency (EPA), price of conventional energy. turn, lowers users’ electricity bills,”the US Government and 190 coun- The Green Building trend is break- notes Leong. “In the BAS sector,tries world-wide, January 1 marked ing out of the confines of the Japa- building owners and facility manag-the beginning of the phase out of hy- nese market and is gaining currency ers are provided with a web-baseddrochloroflurocarbons. in many other countries in the Asia BAS that unifies diverse equipmentHydrochlorofluorocarbons, or HCFC Pacific. Despite green technologies’ systems and control devices into asuch as R-22, are chemicals that are high costs, consumers are increas- single, easy-to-navigate website.”mainly used as refrigerants in the ingly basing their purchase deci-air conditioning industry. Releases sions on the product’s environment Latest developmentsof HCFC’s damage the ozone layer, friendliness and their ability to re-which shields the Earth from harm- The US Department of Energy’s Na- duce energy costs and carbon foot- tional Renewable Energy Laboratoryful ultraviolent radiation. In addi- prints.tion, HCFC is a greenhouse gas and has invented a new air conditioningwhen manufactured, results in a In fact, this enhanced environmen- process with the potential of usingby-product that contributes signifi- tal consciousness among consum- 50 percent to 90 percent less energycantly to global warming. By coming ers is compelling companies and than today’s top-of-the-line units. Ittogether, the impact of this phase industries to become more respon- uses membranes, evaporative cool-out will include repairing the ozone sible corporate citizens and invest ing, and liquid desiccants in a waylayer and reducing the incidents of in green HVAC, BAS, and lighting that has never been done before inskin cancer and cataracts. systems. Even the businesses and the centuries-old science of remov- building owners that deem these ing heat from the air.Because R-22 has been the refrig- technologies too expensive to installerant of choice for residential air The idea is to revolutionize cooling, and maintain can be persuaded withconditioning systems for over four while removing millions of metric a demonstration of the technology’sdecades, a great number of hom- tons of carbon from the air. long-term returns on investment.eowners may be made aware of this Hot and humid climates are tricky.phase out. There are no legal re- “Green HVAC, BAS, and lighting Evaporative coolers are a lower-costquirements to stop using HCFC in technologies can greatly improve the alternative to airconditioning in drythe existing air conditioner or other bottom line of the business, provided climates that do not get too hot orequipment and there is a lengthy that they are applied properly,” says humid. Water flows over a mesh,phase out period which does provide Frost & Sullivan Consultant Melvin and a fan blows air through the wettime to switch to ozone-friendly re- Leong. “They generate financial ben- mesh to create humid, cool air.frigerants. However, homeowners efits through energy efficiency, ener- gy and water savings, reduced wast- In humid climes, adding water to theshould be aware that supplies of age, improved indoor environmental air creates a hot and sticky buildingHCFC that run the air condition- quality, greater employee comfort or environment. Furthermore, the airing system will be limited due to productivity, as well as lower opera- cannot absorb enough water to be-the phase out, causing prices to tions and maintenance costs.” come cold.rise. Additionally, starting in 2020,there will be a ban on the produc- These benefits have to be conveyed In hot places, the evaporative coolertion of HCFC, so consumers will using effective promotion, educa- can bring down the temperature,need to rely solely on the recycled tion, and public awareness programs but not enough to make it pleas-or reclaimed quantities to service through collaborations with all par- ant inside on a 100-degree day orany system that is in operation af- ties such as the government, non- during the four to eight week mon-ter this date. government organizations (NGOs), soon season. The cooling bumps up64 | TV VEOPAR JOURNAL | APRIL 11 | adi-media.com | An ADI Media Publication
    • against the wet bulb temperature, knew of its potential, but opted to to 90 percent less energy than top-the lowest temperature to which air go the refrigeration route. of-the-line refrigeration-based aircan be cooled by evaporating with- Most people know of desiccants as conditioning.out changing the pressure. The wet the pebble-sized handfuls that come Because DEVap uses salt solutionsbulb temperature could be 75 or 80 with new shoes to keep them dry. rather than refrigerants, there aredegrees on a mid-summer day. Typi- The kind NREL uses are syrupy liq- no harmful chlorofluorocarbonscally, evaporative coolers only can uids – highly concentrated aqueous (CFCs) or hydrochlorofluorocarbonsbring the temperatures about 85 salt solutions of lithium chloride or (HCFCs) to worry about. A pound ofpercent of the way to the wet bulb calcium chloride. They have a high CFC or HCFC in refrigerant-basedlevel. affinity for water vapor, and can ACs contributes as much to globalSo, for most of the country, refriger- warming as 2,000 pounds of car- thus create very dry air.ation-based air conditioning is the bon dioxide. A typical residentialpreferred way of keeping cool. Because of the complexity of des- size AC has as much as 13 pounds iccant cooling systems, they have of these refrigerants. The release ofCooling requires temperature drop traditionally only been used in in- this much refrigerant is equivalentand less moisture. Cooling comes in dustrial drying processes. Inventing to burning more than 1,300 gallonstwo forms - sensible cooling, which a device simple enough for easy in- of gasoline, or driving over 60,000is a temperature drop, and latent stallation and maintenance is what miles in a 2010 Toyota Prius. That’scooling, which comes from pulling has impaired desiccant cooling from based on the Environmental Protec-the moisture out of the air. entering into commercial and resi- tion Agency’s fuel efficiency ratingOne intriguing product already on dential cooling markets.the market in arid, temperate cli- for the 2010 Toyota Prius and on themates is the Coolerado cooler. It dif- To solve that problem, the NREL standard of 19.5 pounds of carbonfers from a typical evaporative cool- device uses thin membranes that dioxide for every gallon of gasolineer by never increasing the moisture simplify the process of integrating burned.content of the supply air. It provides air flow, desiccants, and evapora- Traditional air conditioners use a lotcool air through indirect evaporative tive cooling. These result in an air of electricity to run the refrigerationcooling. Indirect evaporative systems conditioning system that provides cycle, but DEVap replaces that re-use a purge air stream that removes superior comfort and humidity con- frigeration cycle with an absorptionheat from the product or supply air trol. cycle that is thermally activated. Itstream that is then directed into a The membranes in the DEVap A/C can be powered by natural gas or so-building. That way, the Coolerado are hydrophobic, which means wa- lar energy and uses very little elec-can cool the air all the way to the ter tends to bead up rather than tricity.wet-bulb temperature. soak through the membranes. This means that DEVap could be-It is a big improvement on evapora- Imagine rain falling on a freshly come the most energy efficient waytive cooling because it does not add waxed car. That property allows to cool your house in any climate.moisture and still gives cold air. the membranes to control the liquidHowever, in a humid climate, it still flows within the cooling core. It’s NREL has patented the DEVap con-does not provide cold air or humidity that property that keeps the water cept, and NREL expects that overcontrol. and the desiccant separated from the next couple of years they will the air stream. be working on making the deviceDEVap: Liquid Desiccants, Perme- The water and liquid desiccant are smaller and simpler and perfectingable Membranes. The DEVap solves brought into DEVap’s heat-mass the heat transfer to make DEVapthat problem. It relies on the desic- exchanger core. The desiccant and more cost effective.cants’ capacity to create dry air us-ing heat and evaporative coolers’ evaporative cooling effect work to- Eventually, NREL will license thecapacity to take dry air and make gether and create cold-dry air. technology to industry, “We’re nevercold air. The air is cooled and dried from a going to be in the air conditionerBy no means is the concept novel, hot-humid condition to a cold and manufacturing business,” said Ronthe idea of combining the two. But dry condition all in one step. This Judkoff, Principle Program Manag-no one has been able to come up all happens in a fraction of a second er for Building Energy Research atwith a practical and cost-effective as air flows through the DEVap air NREL. “But we’d like to work withway to do it. HVAC engineers have conditioner. The result is an air con- manufacturers to bring DEVap toknown for decades the value of des- ditioner that controls both thermal market and create a more efficienticcants to air conditioning. In fact, and humidity loads. and environmentally benign air con-one of the pioneers of early aircon- ditioning product.” DEVap helps the environment inditioning, Willis Haviland Carrier, many ways. DEVap uses 50 percent Research conducted in March 2011 An ADI Media Publication | adi-media.com | APRIL 11 | TV VEOPAR JOURNAL | 65