Usha to focus on fan market with e-com

Usha International Ltd, one of India’s leading consumer durables company, is now focusing on strengthening its brand presence in the fan market.

It plans to do so by increasing penetration and brand visibility through much wider product display and keen engagement with new emerging channels like e-commerce and modern retail.

E-commerce is the eme-rging platform and the co-mpany will be actively rea-ching the online consumer base through e-tailing.

Usha has tied up with major online platforms like Amazon, Flipkart, Pepperfry and Snapdeal, among others, for online marketing of the products.

Besides, with Usha’s new product portfolio including key models and E-series fans, the company is hoping to contribute Rs 100 crore to the topline, said Rohit Mathur, president - fans, Usha International Ltd.

The company, with its product range starting at a price point of Rs 1,500 going up to Rs 40,000, clocked over Rs 1,000 crore revenue in 2016-17.

Significantly, the market size of the fan industry in the country is estimated to be nearly 60-65 million units per year, which comprises of both organised and unorganised sector.

The organised fan market stands at 40-45 million units and is currently growing at a rate of 6-7 per cent. The percentage wise market break up between organised and local players is approximately 65:35. Interestingly, the organised market is growing with customers graduating to branded products given the product range, performance, quality and service by the brand. Usha, with a strong brand lineage, enjoys nearly 19 per cent market share in the overall organised sector.

“All our new launches are backed by a nationwide brand campaign ‘Hawa Happy’, which captures some endearing and identifiable moments of an Indian family while placing Usha fans as an integral part of these moments. The campaign smartly showcases the usage of all kind of fans in consumer homes. It integrates the performance excellence of Usha fans along with the aesthetic appeal of the range that makes users ‘Hawa Happy’,” said Mathur.

He added, “We are focusing on improving market penetration ensuring better connect with consumers by creating retail points closest to their homes, which would be well connected and serviced by a dedicated distributor in each city and gaining counter shares with better visibility through 360-degree campaigns, including ATL, digital, cinema, go-to-market and in-store activities. The 360-degree campaign is designed to boost brand connect with masses. We have also initiated ‘Halla Bol’ activities wherein we engage with consumers and shoppers at retail outlets. Through this initiative, we are explaining the features to the consumers and educating them on what product is best suited for their needs.”

In the last couple of years, the company has rolled out a series of new ranges, including pioneering the kids’ category bringing in popular characters like Chhota Bheem, Barbie and Hot Wheels, E-series fans- the automotive inspired fans, Compacto Tower fans and premium décor fans.

For kitchens, it has introduced the highest range of exhaust fans that are specialize in air delivery and suction capability thus improving the quality of air in kitchens.

The company also has special ceiling- mounted ventilated fans for bathrooms. Usha is one of the largest players offering 5-star energy efficient fans with a line-up of about 15 models.

With exports forming an integral part of the company’s business and growth strategy, the company will continue to explore new geographies and opportunities and expand its presence.

“Usha has a strong brand presence across Asia and some key African markets. We export to over 20 countries worldwide and have a sales office in Sri Lanka, which has helped significantly in improving our presence in the country. Our export volume has grown very well this year and will continue to grow,” said Mathur.

ritwikmukherjee@mydigitalfc.com