In a tropical country like India having millions of people from rural areas, Fans are an absolute necessity. One of the oldest appliances of electricity after bulbs, fans have always remained the main-stay of each Indian house.
Therefore, the Fan industry in India is one of the oldest and well-established, growing exponentially over the years.
The fan market in India consists broadly of ceiling fans having the major market share, table fans, pedestal fans, exhaust fans and wall fans. In addition to these, there also are special purpose fans manufactured exclusively for industrial purpose. The fans market also saw introduction of the ‘children’ category – fancy fans for children with cartoon characters. As the industry evolved further, along with the increasing spending capacity of the consumers - decorative and premium ceiling fan segments also got introduced, with remote controls, to enhance the comfort of upper middle class society.
India consists of large number of manufacturing plants located across the country and producing world class fans, conforming to the best quality of International Standard. These fans are not only used in India, but are also exported to different countries in the world.
The export of fans from India has doubled in the last few years. The rising demand clearly speaks volume of the global quality standard of the Fans manufactured in India.
There are more than 1, 00,000 selling centres for fans, across the country covering big cities to smaller towns and villages. The distribution from various manufacturing units is well organised.
The Indian market is estimated at 2.5 million fans per month and it is growing at about 10% per annum.
The Indian market is dominated by players like Usha, Crompton, Orient and Khaitan. However, these players are equally challenged by the local players who have an edge over the top brands on the basis of price. In spite of the price challenge, these players maintain their brand equity and are still preferred over the local players by a section of urbanised society who are brand conscious and can afford these brands.
The early 1990s had the major players like Usha, Polar, and Khaitan etc dominating the market. But later, local players hit the market with very low priced fans, thereby denting the market share of these major players.
Finding it difficult to establish and differentiate among them, the Fans companies had a difficult time to complete. It was then the year 2009, that the BEE’s (Bureau of Energy Efficiency) voluntary standard and labelling program, overhauled the industry and forced players to infuse technology, introduce new categories and rework on the marketing campaigns.
Top 5 companies in Fan Industry are:
The fan industry has indeed come a long way, taking significant steps , maintain quality standards to ensure full consumer satisfaction – providing not only value for money products, but also provide good after sales warranty services. With new innovations coming up in the technology and product engineering, the Indian fans Industry is likely to grow further in coming years.