New Delhi: Summer is here, and white good manufacturers are gearing up to make hay, while the sun blazes.

Between March and June, air condition makers achieve 70 per cent of their annual sales. And with an annual sales target of two million units against 1.6 million last year, companies are looking at small cities to drive growth.

"We have expanded our distribution network from 3500 to 4500 retailers to increase sales from B & C cities," says Business Group Head- AC, LG, Ajay Bajaj.

To generate demand in the metros, amongst the consumers who are looking to upgrade, consumer durable companies are launching some art and design-based products as well.

Instead of offering freebies and discounts, air condition makers are betting on the technology and design route.

While players like Carrier and Samsung have taken to energy efficiency.

Their products will bring down power consumption by about four per cent, Whirlpool has launched a new range of products, and LG has introduced coloured ACs in both the room and split categories.

All this is being done in a bid to increase consumer base - an exercise that will cost the industry over Rs 100 crore this summer, on marketing and advertising alone.