When the month of April arrives, we not only start feeling the summer heat, but also get visually flooded with newspaper and TV ads proclaiming the latest features of Room Air Conditioners. Since it is also the start of the financial year, there is plenty of money to be spent from the approved advertising budget to help boost sales in the New Year. This season you will also notice more ads from a company called Symphony that manufactures and markets Air Coolers which provide Natural Cooling or Evaporative Cooling. Compared to the old, bulky and crude looking desert coolers manufactured by small scale entrepreneurs in every town within the country’s hot dry areas such as Gujarat, Maharashtra, Delhi, Punjab, HP, Rajasthan, MP, UP, Bihar, Orissa and Andhra, the new branded Coolers, for the Residential market, come in a wide variety from this organised manufacturer with smart looks, feather-touch digital control panels, remotes, auto swings, alarms and other intelligent features. In a power-starved, under-cooled, poor country with a Room Air Conditioner penetration of only 3%, it makes sense to off er a low initial cost Air Cooler (about half the price of a 1 Ton window air conditioner to cater to a 57 m3 or approximately 200 sq ft room, with a ten foot ceiling height). To top it off the running cost is only a small fraction of the power-guzzling air conditioner and since there is no refrigerant to leak or compressor to burn out, the maintenance cost is also very low. Very effective cooling is provided in the hot dry parts of the country during the months of April, May and June before the Monsoon rainy season arrives.