Orient Electric aims to export over 15 lakh fans in 2016-17

Orient Electric, part of the USD 1.6 billion CK Birla Group, is planning to export 15 lakh ceiling fans this year, a top official said.

The company, with a turnover of Rs 1,200 crore in fan business, has been exporting fans to over 35 countries including those in the Middle East, Africa, Asia and also to United States, Orient Electric Senior Vice-President and Business Head, Sameer Tandon said.

"If 100 fans are exported from India, 60 of them are from Orient Electric. We are the largest manufacturer and exporter of fans in India. We made exports of about 13 lakh units last year. This year, we expect it will be over 15 lakh units", Tandon told reporters, after launching a new ceiling fan under the brand Aero Series priced at Rs 4,500.

Responding to a query, he said, "The fan business for the company is about Rs 1,200 crore. It has been growing CAGR of nine per cent".

"The total fan market is valued at about Rs 6,500 crore and our market share is about 20 per cent. Super Premium segment is about 2.5 to 3 per cent. It has been growing very fast", he said.

The company has two manufacturing facilities -- at Faridabad and Kolkata -- with total capacity of about 90 lakh units.

Initially, about 20,000 units of 'Aeroquiet' range of ceiling fans at its Faridabad facility would be manufactured which will be doubled over the next three months, he said.

He claimed that the Aeroquiet range of fans are very silent and very powerful as they are equipped with 18 pole heavy motor compared to normal fans which have about 12 poles.

The fans are moisture and corrosion proof, he claimed and added that they are four decibels lower than the normal fans.

The company has about 3,500 outlets across India and the fans will be available from October 20 onwards.