Company/brand logo to be put
Orient Fans forays into domestic appliances market with Orient Actus
Targets the premium segment, dominant position in the market within first year
New Delhi, October 5, 2011: Orient Fans, India’s leading brand in fans and lighting solutions, today
announced its entry into the domestic home appliances market under a fresh brand name Orient Actus.
The Company will be launching a range of products under the brown goods category in key cities of
North India, Mumbai, Ahmedabad & Hyderabad, with key focus on performance, aesthetics and service.
Orient Actus will cater to the premium segment in the market and the range will include Kitchen
Appliances, Room and Water Heating solutions and Air Cooling Solutions.
Talking about the new venture, Mr S B Khedkar, Vice President – Appliances, Orient Actus, says, “The
Orient Fans is at the threshold of evolution post great success in the fans and lighting solutions. We are
expanding our portfolio with a foray into the Home Appliances segment and the launch of Orient Actus.
The new range of products will be synonymous to performance, quality and aesthetics and will offer
tangible differentiation in the market.
“We have established ourselves as one of India’s trustworthy names in the fans and lighting business,
developing innovative technology and products that actually add value to lives. Now, taking forward our
legacy in this new segment, we are looking to capture 10% market share within three years of launch of
Orient Actus. The company plans to invest approx 50 Cr in product development, R&D and marketing
over the next two years.”
Targeting the festive season, Orient Actus will be launched in key cities in North India & other select
cities through Orient Fans’ strong and accessible retail network. The initial offering will be products like
Mixer Grinders, Juicer Mixer Grinders, Hand Blenders, Toasters, Kettles, Irons, Geysers, Heat Convectors,
Oil Filled Radiators, PTC Room Heaters and Air Coolers.
“Orient Actus is a new generation high performance range that seeks to deliver premium quality. Built
especially for Indian conditions and after a detailed research on the needs of the Indian homemaker, the
Orient Actus range is stylishly designed too. Other than being a helping hand, Orient Actus is expected
to enhance the lifestyle,” adds Mr Khedkar.
The new products will be launched in October and will be available across all key cities by end of
December.
About Orient Fans:
Orient Fans, a part of the C.K. Birla Group, is one of India’s leading brands in fans and lighting solutions. A
household name for decades now, Orient Fans has emerged as the largest manufacturer and exporter of fans in
the country. The Fans range comprises Ceiling Fans, Table Fans, Wall Mounted Fans, Stand Fans, Exhaust Fans and
Multi Utility Fans. The Lighting solutions include energy-saving CFLs, Fluorescent Tubelights and contemporary
Consumer Luminaires.
For more information; please visit http://www.orientfansindia.com, or contact
Perfect Relations
Company/brand logo to be put
Priyanka Naik, +91 9911178301 / 011-46667666, pnaik@perfectrelations.com
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