Heatwave and getting ACs functional: Only 1 in 4 owners of air conditioners surveyed rely on brands for servicing due to high cost, slow service and complicated contact process

April 16, 2026, New Delhi: India’s rising temperatures and recurring heatwaves are rapidly turning air conditioners (ACs) from a lifestyle upgrade into a necessity for households across urban and semi-urban India. Backed by increasing incomes, urbanisation, and easy financing options, AC adoption has grown significantly in recent years, with the residential market projected to reach nearly USD 9 billion in 2026.

In recent weeks, several parts of India—particularly across north, central, and western regions—have been experiencing intense heatwave conditions, with temperatures crossing 44–46°C in many cities. Prolonged periods of extreme heat, warmer nights, and early onset of summer have significantly increased dependence on cooling appliances. For many households, especially in densely populated urban areas, air conditioners are no longer optional but essential for health, productivity, and basic comfort, further accelerating both purchase and usage.

At the same time, policy and consumer focus on energy efficiency is intensifying. Stricter norms introduced in 2026, along with initiatives by power distribution companies to promote 5-star rated ACs, are expected to drive both replacement demand and higher upfront costs. Consumers are also increasingly opting for inverter-based and smart ACs that promise lower electricity consumption and enhanced convenience.

However, while AC ownership is rising, after-sales service—critical for performance, longevity, and energy efficiency—continues to be a weak link. Multiple consumer feedback mechanisms, including earlier surveys, have consistently highlighted concerns around high servicing costs, delayed response times, and complicated processes associated with manufacturer-authorised service centres.

As a result, a large number of consumers are shifting towards local technicians and third-party service providers, often trading off standardisation for affordability and quicker turnaround. This trend raises important concerns around service quality, safety, and long-term product efficiency, while also pointing to a growing trust deficit in brand-led service ecosystems.

With the 2026 summer season setting in across northern India, LocalCircles conducted a nationwide survey to understand current consumer behaviour and sentiment regarding AC servicing. The survey received over 27,000 responses from households across 289 districts, offering insights into evolving preferences, key pain points, and the widening gap between AC ownership growth and satisfaction with after-sales service.

Only 1 in 4 air conditioners surveyed got servicing done from the brand this season; Majority opt for local vendors or 3rd party service provider

As the AC servicing season has set in, the survey asked, “How did you get your air conditioner(s) / plan to get it serviced this year?” The question received 13,487 responses with 7% indicating that they a “brand service via maintenance contract” and 17% stated that they plan “brand service on ad hoc basis”. Of the remaining respondents 13% stated that they opt for “service provider through the dealer”; 44% indicated that they prefer “local service provider” and 13% have “organized 3rd party service provider”. In addition, 3% of respondents stated their Acs are “working fine and will not need any service this year” while 3% of respondents did not give a clear reply. To sum up, only 1 in 4 owners of air conditioners surveyed got servicing done from the brand this season; Majority opt for local vendors or 3rd party service provider.

Reliance on local vendors for AC servicing has grown in the last 36 months as against reliance on brands services through maintenance contracts or on ad hoc basis

A comparison with the survey results in 2023 shows that reliance on brands for AC servicing has grown marginally from 20% in 2023 to 24% this year. Data shows that as against 13% of respondents who had “brand service via maintenance contract” the percentage has dipped to 7% of respondents this year. However, there is a significant increase in percentage of respondents who have opted for “brand service on ad hoc basis” up from 7% in 2023 to 17% this year. Reliance on “local service provider” has increased from 38% to 44%, though reliance on “organized 3rd party has dipped from 15% in 2023 to 13% this year. Organised 3rd party would include platforms like Urban Company and other organisations with set up across multiple cities or multiple locations within the same city.Interestingly, as against 10% of respondents who stated “we aren’t planning to use them or get them serviced this year” in 2023, none of the respondents indicated that they are not planning to use ACs this year. In essence, reliance on local vendors for AC servicing has grown in the last 36 months as against reliance on brands services through maintenance contracts or on ad hoc basis.

High cost, complicated contact process and slow service are the top reasons why air conditioner owners don’t get their equipment serviced from brands or manufacturers

The survey next asked AC owners, “What all were/ are the reasons that you do not get the air conditioner(s) at your home service from brands/ manufacturers?” Some among the 13,767 respondents indicated more than one reason. The main reason pointed out by 67% of respondents is the “high cost”; 42% stated that they are discouraged by the “complicated contact process”; 35% blamed “time consuming or slow service”; 27% cited “lack of expertise or skill of staff”; 5% indicated “other reasons” not mentioned and 5% of respondents stated that it “never occurred to me”. In addition, 13% of respondents stated that they get their ACs “serviced via the air conditioner manufacturer/ brand’s service center/ department. In effect, high cost, complicated contact process, and slow service are the top reasons why air conditioner owners don’t get their equipment serviced from brands/manufacturers.

Significant increase observed in the number of air conditioner owners who say they aren’t getting their equipment serviced from brands due to high costs and slow service

As compared to the survey results in 2023, the percentage of consumers put off by “high cost” has risen from 54% to 67% this year. Similarly, those who are upset with manufacturers/ brands’ “time consuming or slow service” has more than doubled from 17% in 2023 to 35%. The trust erosion in the quality of service has also risen from 4% in 2023 to 27% currently as consumers feel that the service staff sent by manufacturers/ brands lack experience or skill. In essence, a significant increase has been observed in the number of air conditioner owners who say they are not getting their equipment serviced from brands due to high costs and slow service.

In summary, the survey shows that consumer trust in the service of AC manufacturers/ brands has eroded for various reasons, the most important being the high cost. The result is only 1 in 4 rely on AC manufacturers/ brands to provide periodic or annual servicing, generally done at the beginning and end of the season, before the weather cools. A comparison with the survey results shows that reliance on brands for AC servicing has grown marginally from 20% in 2023 to 24% this year. Data also shows that as against 13% of respondents who had “brand service via maintenance contract” in 2023, the percentage has dipped to 7% of respondents this year. Similarly, as compared to the survey results in 2023, the percentage of consumers put off by “high cost” has risen from 54% to 67% this year, while those who are upset with manufacturers/ brands’ “time consuming or slow service” has more than doubled from 17% in 2023 to 35% currently. There is also trust erosion in the quality of service. From 4% in 2023, the percentage of consumers who feel that the service staff sent by manufacturers/ brands lack experience or skill has risen to 27%. It is time the AC manufacturers and brands realized that failure to provide proper after sales service can also lead to loss of consumer loyalty to the brand.

The government also needs to probe this aspect as ACs are not products that one buys without thought as they are expensive, and thus proper maintenance helps extend the life of the product but also its power efficiency.