Usha Intl eyes 22% share in branded fans market by FY16

Usha International is lining up a new range of premium fans to increase its share in the estimated Rs 5,000 crore branded fans market in India.
The company, which is investing around Rs 4-5 crore in marketing its Chota Bheem and Doraemon series of fans, also expects to increase market share to around 21-22 per cent in 2015-16.
"For the upcoming summer, we are looking at introducing a new range of fans which are premium products... There are about 18-20 new models, which are going to be launched this season under this range," Usha International President (Fan Business) Rohit Mathur told PTI.

The price range of these products will be in the range of Rs 10,000 to Rs 14,000, which will help consumers improve entire decor and feel of air inside the room, he added.
Besides, the company is focussing on the kids category with its Chota Bheem and Doraemon series along with Hot Wheels and Barbie range to bring incremental sales.
"These fans are again extension to the kids fan and add aspirational value for any young child in any household. Today, consumers have dispensable income to afford to spend Rs 4,000 to Rs 5,000 on such fans for their children at home," Mathur said.

These steps are part of the company's strategy to enhance its share in the Indian branded fan market, which according to Mathur, is about Rs 5,000 crore in size.

Usha accounts for about 20 per cent share in the market.
"We are looking at 2-3 per cent increase in market share and are working on it and by fiscal year 2015-2016, we would want to increase our market share to around 21-22 per cent," Mathur said.
Currently, Usha International has manufacturing capacity of close to 2.5-3 lakh fans a month.
Mathur said with e-commerce taking off in India, the company is also preparing itself to cash in on the opportunity.

"e-commerce will prove to be a very important platform in the times to come. We have already placed our products on Amazon... We have great plan for the next financial year to tie up with more partners," he said.
At present, e-commerce platform in terms of electrical industry is not mature and is just taking shape, Mathur said, adding that the industry needs to present the entire product range in a manner that is appealing to the consumer.
He, however, expressed optimism that there will be a phase very soon where electrical industry on the e-commerce platform will take off in a big way.