Homegrown fans major Orient Electric has asserted that it does not compete with its peers but only with itself, while giving a fillip to the product category. This assessment has come to the fore as the CK Birla group firm has identified technology and design as its growth levers in the rapidly growing premium and super premium fans market segments — particularly in one of its biggest markets of Maharashtra. The New Delhi-based firm wants to increase its market share in the western state from 16% to 25%.
“The competition today does not come from peers but from challenging and raising the bar for ourselves, in delivering innovation, efficiency, performance and design,” says the company’s senior VP & business head for fans Atul Jain. “As always, we will continue disrupting the market with breakthrough innovation in fans category. We have emerged as a thought leader in the segment with the recent launch of very silent, very powerful Aeroquiet premium ceiling fan. Our share of business in premium fans has grown considerably in last one year and going forward, we intend to launch many new premium models and capture a formidable share in this category.”
Orient Electric clocks nearly 70% of its revenue from fans business.
Jain adds, “Western India, especially Maharashtra, is one of our biggest markets and the brand is well recognised and respected in the state. We felt that there is ample opportunity to increase our penetration in the Vidarbha region. Therefore, we have now appointed a new distributor in Nagpur to better serve the region.” The idea, he underscores, is to provide consumers with the widest range and to ensure that its products are available in most of the electrical outlets in the region.
Orient Electric has penetrated into small towns, reaching one lakh retail outlets with a “strong” service network covering 144 cities “aided” with a 24×7 call centre, he also informs.