Bengaluru-based Atomberg, which manufactures premium fans, is now getting into the kitchen appliance space. The company plans to launch complementary products like juicers and food processors over the next 12-15 months.
“In the last few decades, there’s been minimal innovation in kitchen appliance categories like mixer grinders beyond just marketing wattage as power,” said Shivam Das, co-founder, Atomberg.
The startup’s newly launched mixer grinder leverages its brushless motor technology journey to incorporate multiple intelligent speed controls between 2,000-20,000 RPM. “With a regular mixer, you can’t go below 5,000-6,000 RPM. But our BLDC motor allows an ultra-slow ‘chopper’ mode as low as 2,000 RPM for speciality recipes like hummus, chunky dips and coarse grinding tasks,” explained Das. “For modern nuclear families, such versatile appliances are becoming a necessity.”
The overall fan market in India is estimated at around Rs 12,000 crore, with the premium segment (fans priced above Rs 2,500) accounting for 36-37% or Rs 4,000-4,500 crore. While Atomberg has an overall market share of around 10% currently, its share in the premium segment is a sizeable 22-23%. In the brushless DC (BLDC) sub-segment, which is the company’s star product, it’s market share is as high as 60%. This sub-segment is poised for explosive growth, with Das predicting a rise from 10% of current fan sales to a potential 50% within five years. With a 1 million+ unit per month integrated manufacturing facility in Pune currently operating at 40% utilization, the company has ample headroom for future growth.
Das expects Atomberg’s market share in BLDC fans to remain a “healthy 15%”, even if its share in the segment drops from 60% to 30% owing to an increased output from other players.
