Orient adopts new name; to consolidate business verticals

CK Birla group firm Orient Electricals has changed its name to Orient Electric today, as part of its new business consolidation plan.
The country's oldest and largest manufacturer of fans, Orient, is making a shift from being a significant player in the domestic fan industry to an integrated home solutions provider of smart home solutions.
The company will be consolidating its business verticals like fans, lighting products and home appliances under one umbrella brand Orient Electric.
Group chairman CK Birla said Orient Electric has evolved from a product company to a lifestyle home solutions provider.
This consolidation will enable the brand to embark on a journey towards fulfilling the growing needs of a new generation of users.

Geographical expansion will also take company into highly evolved and emerging markets.
Chief executive Manoj Verma said with the new positioning, we have augmented our in-house manufacturing and R&D capabilities to provide products and solutions with high standards of efficiency, consistency and safety, delivered in the simplest manner.
Orient is a part of USD 1.6-billion diversified CK Birla group. Orient has been a household name in the fan industry for over 60 years and is present in over 30 countries in Asia and Africa.