About Indian Fan Market

About Indian Fan Market:

India is a tropical country and thus fans are necessary. Therefore the Fan industry in India is well-established and has grown significantly over the years. The fan market in India consists of ceiling fans (which have dominant share), table fans,  pedestal fans, wall fans and exhaust exhau st fans and manufacture special purpose fans for  industrial applications. The Indian market is estimated at 2.5 million fans per month and it is growing at about 10% per annum. India has large number of manufacturing plants located across the country and producing produc ing world class fans. Infact the export of fans from India has doubled in the last few years and are a testimony to the quality and development of the Indian fan Industry. The distribution of fans in India is also well dev eloped with over 1,00,000 selling points for fans, across the country covering towns right upto the 5th population. The fan industry has taken significant steps to en sure consumer satisfaction and leading  brands not only provide good quality but also back this up with good after sales service. The organized market is dominated by players like Usha, Crompton, Orient and Khaitan. These players are facing stiff competition from the local players who compete on the  basis of price. The organized players try to defend their position banking on their brand equity. Alth Althoug ough h the the fan fan indu indust stry ry size size is huge, huge, the the indus industr try y play player erss are are faci facing ng issu issues es of  competition competition from unorganized sector. Unorganized Unorganized sector holds around half of the total market.It has to be noted that in the early 1990s the market was in the hand of four of five  players like Usha, Polar, Khaitan etc . But later regional players hit the market with low  priced fans which eroded the market share of these major players. Top 5 companies in Fan Industry are as follows: 1) 2) 3) 4) 5)

Crompton Orient Usha Bajaj Khaitan

Bajaj Fans: Sabse Tez:

This insight is that the fan that moves fastest gives the maximum air and hence induces maximum cooling and thereby gives the maximum comfort. As long as the body can ‘feel the air’ satisfaction is assured. Bajaj Fans decided to capitalize on this core category  benefit sought by the consumer and decided to position the umbrella brand Bajaj Fans as a range of “Subse Tez” or “Incredibly Fast” fans and hence a range with the highest air  delivery. The “Subse Tez” tag line also made the fans being perceived as “Technically Superior”, which was an added consumer benefit. To bring the products in line with the positioning strategy the Revolutions Per Minute (RPM) of all products was increased from 330RPM to around 400RPM to ensure higher  Air Flow Velocity. Orient: More air, everywhere.

1993-1994 was a bad year for the brand.Faced with dropping sales, Orient had to do something to defend its position. The brand rightly identified the need for a clear  differentiation. After a thorough research on the consumer, the advertising agency Mudra suggested that the brand focus on three core areas Air Delivery Sweep Area Electricity Consumption Thus born the famous acronym PSPO. PSPo stands for Peak Speed Performance Output. The brand has a formula for PSPO PSPO = [Total Air Delivered /Electricity Consumed] X incremental factor  Increment factor = Significant Air Speed X Specified Sweep Area Plan In simple terms, this is a design which can deliver more air to a large area . Orient has designed its motor and blades in such a manner that the fan can cover more area and deliver more air. Khaitan: .The name is enough.

It works on the goodwill it has created since 1960’s. Due to competition from local  brands in fan industry, Khaitan added small appliances to its list.