Orient Electric eyes over 50% market share in the premium fans segment

National, August 22, 2018: Orient Electric Limited, part of the diversified USD 1.8 billion CK Birla Group, showcased its complete range of premium ceiling fans at a press conference held in Kolkata, West Bengal.

The phenomenal success of Aero Series range of aerodynamically designed silent fans has taken Orient Electric to No. 1 position in the premium fans segment with over 40% market share. The company plans to take its share in the segment to over 50% in the next one year. It also revealed its plan of increasing market penetration in Eastern and North-Eastern India.

Atul Jain, ?Sr. Vice President and Business Head, Fans, Orient Electric said, “Kolkata is the place from where the story of Orient fans started in early 1950’s and today it is a household name not only in India but in 35 countries where we export our fans. Our Kolkata factory is India’s first fans manufacturing plant and it is recognized globally for producing the finest range of TPW (table, wall, pedestal) fans. It would be interesting for you to know that every second fan exported out of India is an Orient fan.

Over the years, Orient as a brand has transformed itself to connect with the new age customers who are experimenting more, however, they are equally price sensitive like the last generation and are looking for products which are aspirational yet affordable. They are switching from value-led purchase to smarter purchase and don’t mind spending marginally higher if it makes their lives easier and offers a pride of possession. This is exactly what we are offering with our Aero Series range of premium ceiling fans that focuses on high air delivery, silent operation and elegant aesthetics. Priced over Rs. 4000, given their form and functionality, these fans are available in different styles and finishes, and are finding huge acceptance with the customers. We are moving forward in line with the recent buying trends in the category that shows a clear shift in focus towards premium fans.”

He further added, “Markets in East and North-East Indian states are expanding rapidly, owing to increased electricity connection, rising incomes in the rural markets and longer stretches of hot and humid climate. We feel that there is ample opportunity to increase our market penetration.”