Standard Forays into Premium Range of Domestic Fans

Ludhiana, March 21, 2014: Standard Electricals, a well-known brand of $1.3 billion Havells India Limited, today announced its foray into domestic fans segment. The company launched 12 new models of premium range of fans including Ceiling, Pedestal, Table, wall & exhaust fans in Punjab market. Each of these fans is attractively styled, designed to perfection and created for the premium segment. The fans are priced between Rs. 1650 and Rs. 2500.

The company operates in the regular and premium fan segment under Brand Havells and with this launch, the company aims to bolster its leadership position in the domestic fan market and raise its market share from 25% to 30% in the next 3 years. The fan business currently contributes Rs. 700 crore to the overall turnover. Standard fans are also positioned in the premium segment. The organized fan market in the country is around Rs. 5000 crore, of which the regular and premium fans account for around Rs. 3200 crore and economy segment accounts for about Rs. 1800 crore. The company does not operate in the economy segment. The regular and premium segment is growing at 10% annually. The company will be launching Standard fans in a phased manner across the country.

The new range of premium fans will be manufactured at the state-of-the-art plant located in Haridwar, Uttarakhand. Spread over an area of 10 acres, this is the most modern and integrated fan plant in the country that is equipped with automated CNC machines for end covers, computerized conveyor assembly line and high-tech testing facility. Each fan is tested multiple times before shipping to the warehouse.

Standard until now was manufacturing and selling domestic and industrial switchgear and domestic cables. The company will also enhance its distribution network for Standard products from 40 dealers/distributors in Punjab to 100 in next one year.

Addressing the media persons here on Friday, Anil Bhasin, Senior Vice President, Havells India Limited said, “Over the last five decades, Standard has built a formidable reputation with its high quality products. Standard brand currently contributes around Rs.300 crore and we wish to take this to Rs.600 crore in next three years. The launch of fans under Standard is an extension of that commitment to our discerning and quality conscious customers. Standard fans offer best in class features like superior air delivery and better performance even under low voltage conditions.”

He further added, “Punjab has been a strong market for us and we will further strengthen our presence with wider distribution through dealerships and Galaxy stores and launch innovative and high quality products on the back of a feedback from our valuable customers”.

The new range of ceiling fans is elegantly designed and comes with aesthetic looks. Under this category, the company has launched 5 new models namely Cruiser, Rover, Steller, Breezer & Sailor. All these fans come with broader & aerodynamically designed blades for effective air circulation and heavy-duty motor for greater performance. These fans are available in attractive colors such as- Pearl White, Pearl Brown, Gold Mist. Ocean Blue, Peal Ivory, Pearl Brown & Bianco.

Under the wall fan category, the company launched Sailor Wall fan which comes with stylish & contemporary look and pull cord control for speed and oscillation and it comes with powerful motor for superior air delivery.

The pedestal fan category comprises of sailor pedestal fans which is stylishly designed and comes with aerodynamically balanced blade for superior air delivery. The fan also comes with large base for enhancing the stability and to make it sturdier.

The table fan category features sailor table fan which comes with jerk free oscillation and smooth running and high performance motor for efficient air delivery and under the exhaust fan category, the company launched 4 models of exhaust fans which comes with full plastic body and is easy to install and clean. The fans also come with uniquely designed blades for higher air flow at low noise and durable motor with inner fuse protection.