STAR COOLERS OFFERING INNOVATIVE AND EFFICIENT COOLING SOLUTIONS FOR A BETTER TOMORROW
As the demand for energy-efficient and sustainable heat exchangers and cooling solutions continues to grow, manufacturing companies like Star Coolers & Condensers Pvt Ltd are at the forefront of meeting these needs. With a rich legacy dating back to 1984 in the UK and over two decades of expertise in India, this Indo-British joint venture has established itself as a leading manufacturer of heat exchangers and cooling solutions. Star Coolers has pioneered cutting-edge technology, including stainless steel tube/aluminium fin coils for Ammonia/HFC refrigeration systems, showcasing its commitment to innovation and sustainability.
Over the years, Star Coolers has established itself as a trusted brand due to its commitment to quality, innovation and customer satisfaction. Its product portfolio includes Air Cooling units, Blast Freezers, IQF, Air Cooled and Adiabatic Assisted Air Cooled Condensers, Evaporative Condensers, Process Coolers many more industries including HVAC&R, process industry, manufacturing and power segment. The company’s leadership team, comprising seasoned industry professionals including Laxmikant Dandawate and Sushil Kumar Asopa, is key in driving the company’s growth and success.
Pioneering Innovations in the Industry
Star Coolers’ parent company pioneers research, development and successful implementation of SS tubes with AL fin configuration for Ammonia refrigeration systems. This innovation, backed up by the British Stainless Steel Association UK, has set a trend, replacing conventional hot-dipped galvanised units.
Additionally, Star Coolers has developed an adiabatic air-cooled condenser for ammonia applications, a feat considered tough due to high discharge temperatures. With water scarcity becoming pressing, the air-cooled condenser systems provide viable solutions. Star Coolers’ adiabatic-assisted systems save 85% of water as compared to conventional water-cooled systems, with a decent payback period. The first Adiabatic air-cooled condenser was installed at Amul Dairy and has been working satisfactorily for the last 8 years.
Balancing Innovation with Practical Scalability
Star Coolers balances its bold innovation with practical scalability by developing SS tubes with AL fin configuration, a technology that provides unique advantages. Despite the initial market skepticism, the team’s strong background and conviction in the tech potential drove its adoption. The company overcame these challenges and became a trendsetter, gaining a higher market share in the UK due to the technology’s benefits, including higher efficiency, hygienic nature, simple design, manufacturing and value for money.
Redefining Customer Expectations
Redefining customer expectations, Star Coolers offers high-quality, locally manufactured products with competitive pricing and proven technology. Star Coolers, being an INDO-BRITISH joint venture with all the latest technology available, became the preferred brand. The operation as well as ambient conditions are different in India, so the company has redesigned and reshaped to suit the Indian conditions and customised its product to fulfil the requirements. Its wide range of products is used in cold warehouses where the value of the commodity stored is in crores, and any shutdown will cost customers heavily.
Star Coolers prioritises after-sales service, particularly for critical applications like Cold Storage, where downtime can cause major losses. By addressing issues like long lead times and tough payment terms regarding the imported equipment, Star Coolers offers faster deliveries and economical solutions, making it stand out, with repeat, satisfied customers being a key strength. Today with 50,000 + installations in India and overseas in over 18 countries company enjoys the Indian leadership with high repeat customer index.
A Turning Point in Expansion
For the first decade, Star Coolers was focused on establishing its products in the Indian market. The company did not have a marketing department as such and solely depended on individual contacts. A defining moment in Star Coolers’ expansion came in 2009 when the leadership team decided to build a dedicated marketing team. This strategic move marked a notable turning point in the company’s approach. , Star Coolers appointed marketing executives at various key locations in Pan India. This was the turning point, and with this dedicated team, the company reached its first milestone of 50 Cr in just 5 years after its 10th anniversary.
This development also saw the company diversify its product offerings, adding evaporative condensers, dry air coolers, adiabatic condensers, Wet Coolers, and plate freezers & IQF. Strategic collaborations with companies like Star Frost UK, Freezertech UK, IMA cooling systems, etc., positioned Star Coolers to get the latest technology and cater to a broader range of refrigeration plant equipment needs, paving the way for continued growth.
Embedding Ethical Leadership in Work Culture
The visionary leaders at Star Coolers prioritise transparency, marketing ethics, and healthy competition, believing in respecting competitors and not engaging in negative marketing tactics. The company’s culture focuses on highlighting its own value proposition, technology, and product benefits instead of criticising, commenting, and arguing on competing products. By focusing on the total cost of ownership and the benefit of its products, Star Coolers’ marketing team remains committed to its values despite market pressures. This approach has contributed to the company’s reputation as a trusted brand to supply heat exchangers in India as well as for export consignments.
Propelling Brand Success
India is a big market after China. Every overseas manufacturer wanted to get entry into this, along with the new entrant from India. In this harsh, competitive environment, non-ethical tactics were very common. Star Coolers’ management made a bold decision to prioritise long-term customer benefits over short-term gains, focusing on ROI, operating costs, and quality instead of getting involved in price wars. The company suffered with this stand by losing a few orders, but in the end, slowly, customers recognised the value of efficient, high-quality products and reliable after-sales service.
By emphasising on total cost of ownership, the company helped customers understand the importance of energy efficiency in refrigeration systems, which accounts for a substantial portion of operating expenses. This approach has made the company stand out and built trust with its clientele.
The Future Outlook for Star Coolers
Star Coolers is already a 100 crore mark company with 50,000 + installations in India and overseas in over 18 countries. Company enjoys the Indian leadership position with high repeat customer index. In the next five years, it aims to expand to cater to both domestic and international markets. To achieve this vision, the company is expanding its manufacturing facility, focusing on domestic as well as overseas markets.
Words of Wisdom
For emerging entrepreneurs, the visionary leader advises prioritising business ethics, quality, honesty, and transparency. It is vital to build a strong foundation in the local market before expanding worldwide. Please do not get carried away with shortterm solutions. Understand that brand building is a continuous and timeconsuming process. Consistency, patience and persuasion will be the tools for success. Building a brand image is not that easy, but maintaining it for a long time is difficult. Moreover, building a brand image globally will need different skills. sets because every country has different expectations and requirements. Do not rush to go with export. First, make your home ground strong.
Star Coolers’ Journey – In a Single Line “Leaders in innovative technology in chilling and freezing for the Indian food processing industry.”
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