Havells India rolls out Standard to tap premium fan market

Havells India has extended its 'Standard' brand into the fan segment to tap the fast growing premium segment of the Rs 5,000 crore organised market.
"We have rolled out 12 new models of premium range of fans. The price will be between Rs 1,650 and Rs 2,500. In future, we are planning to introduce high end fans also with price of as high as Rs 25,000," Havells India Associated Director Y K Gupta said here today.
He said the Standard brand will cater to only the premium segment, while Havells has products in both premium and mid-market.
"Premium segment is growing very fast with accounts for 38-39 per cent of organised market," Gupta said.

Standard will help the company to increase its market- share from 25 per cent to 30 per cent over the next 3 years.
Fan business contributed Rs 700 crore for Havells India and in the current fiscal the company was targeting a turnover of Rs 800 crore from them.

Standard is a Rs 300 crore brand earlier known for industrial switches and wires. The company was acquired by Havells. It has strong value in South India and Punjab, the company said.
"We want to make this Standard brand national and in the next three years we are aiming at Rs 600 crore business from Standard range of products," Gupta said.

Asked about pricing on the post budget announcement of excise cut of two per cent, Gupta said, "The company will take a call depending on the market conditions. Currently, we produce fans from excise free zone. But, if market reacts then we will have to respond accordingly."
Havells India said the company was in dialogue with Bureau of Energy Efficiency for introducing 35 watt fans for for which tbe government proposed to pay a subsidy of Rs 500 each.
A normal fan consumed 70 watt.