Atomberg Technologies, established in 2015, has rapidly gained recognition in the premium ceiling fan market with innovative BLDC technology, having sold over 200,000 fans and received $10 million in funding for R&D. Despite its success, the company faces challenges such as high competition, reliance on a single product line, and the risks of emerging IoT technology in home automation. To sustain growth, it needs to diversify its product range, form strategic partnerships, and improve marketing strategies.

1. Omkar Nandkumar Kate 199278103
Pranjal Garg 199278069
Soumen Kumar Hazra 199278008
Ronit Gaikwad 199278059
Group A7
HEISENBERG
MINI-PROJECT

2. Motivation to choose Atomberg
• Atomberg Technologies started selling its product in the year 2015
• In past 5 years it has become one of the recognizable players in the sector of ceiling
fans in the premium segment
• Started with just an employee count of 2 by the founders, Mr. Manoj Meena and Mr.
Sibabrata Das, it currently has around 100 employees working at its headquarters in
Mumbai
• It has recently received a funding of $10 M which it is going to majorly invest in R&D
• It has 1 approved patent and has 6 pending patents.
• According to the company website it has sold more than 2 lakh fans within the past 5
years
• It has worked with some reputed business organizations such as Tata Group, ITC,
Indian Railways to even education institutions such as IIT Bombay, IIIT Hyderabad etc.
which states the positive growth of the company.
• Despite being a start-up company, Atomberg has a positive EBITDA which is very good.

3. Industry Overview
• India is a tropical country making fans a necessity. Thus, the fan industry in India is well-established and
has shown significant growth over the years.
• The industry grew at 9% CAGR from FY12-FY17 to reach a size of ~55 million in FY17.
• Profit realizations increased only 3.0-3.5% annually in the last 2 years due to a parallel rise in raw material
prices.
• However, going forward, realizations for the sector are due to increase substantially as share of premium
fans rise from current 6-8% levels to more than 15-20% over the next 3-5 years.
4,160 4,620 5,120
5,690
6,310
7,000
7,910
8,940
11,420
12,900
FY12 FY13 FY14 FY15 FY16 FY17 FY18 FY19 FY20 FY21 FY22
CAGR (FY12-17): 10.97%
CAGR (FY 17-22): 13.01%
Indian Fan Market Size and Forecast (INR Cr)
10,110

4. Innovations in product aesthetics:
Demand for premium fans with better
aesthetics has been on the rise over the
past 3-5 years with increasing consumer
preferences towards enhanced and
appealing interiors
Energy saving technology:
• Orient recently introduced a new ceiling
fan Ecotech based on Brushless Direct
Current Mortor (BLDC)
• It is a 32W fan which saves 50% power
compared to conventional fans that
consume 75W.
IoT enabled ceiling fans:
The smart fans will be connected through the
Internet and will automatically adjust speed
according to change in temperature. It can be
controlled from anywhere through cloud
computing. LG plans to launch an IoT enabled
fan this year.
Trends
Rising rural
penetration
with
increased
electrification
Urban
replacement
cycle getting
shorter due to
premiumisation
Higher
disposable
incomes
Faster shift to
the
organized
sector
Drivers
Growth drivers & market trends

5. 72.0%
19.0%
9.0%
FY17
Ceiling Fans
Table, Wall & Pedestal Fans
Others (Domestic Exhaust &
Industrial)
75.0%
15.0%
10.0%
FY22
FY 17 Market Value: INR 7,000 Cr FY 22 Market Value: INR 12,900 Cr
Indian Fan Market by Type of Products

6. • Orient Electric is increasing its market share with continuous
innovations and introducing energy efficient fans which include
lesser wear and tear, reduced electromagnetic interference,
noiseless operation, improved efficiency, increased reliability, and
a longer lifespan.
• Other major players in the market include Usha, Khaitan, and
several unorganizedplayers.
• Crompton is the leading player in the Indianfans market with its
wide distribution network. The company is now focusing more on
increasing its share in the high-end product category.
• Havells is a leading player in the premium fans segment and a
well-known brand across various consumer durables.
• Bajaj Electricals is one of the prominent players in fans, lighting,
and luminaires segmentwhere fans contribute to 24% of its
revenue.
Market Share Analysis

7. With an aim to reduce power consumption and contribute towards a better environment, Atomberg Technologies
stepped into the industry in 2015 with very first product, the Atomberg Efficio Ceiling Fan. Their fans endowed with a
revolutionary technology were an instant hit, and ever since, they’ve only paved the way for products that are not
just energy efficient, but also rich in advanced features. Over the last 4 years, they have launched multiple range of
fans and each of them have been given a big thumbs up by the Indian consumer.
Gorilla Efficio+ (Energy saving 5-star rated ceiling fan with remote control and BLDC Motor)
Gorilla Renesa+ (5-Star rated super energy efficient fan with smart remote control & BLDC motor)
Gorilla Studio Fan (Smart remote controlled ceiling fan with boost timer & sleep mode)
Gorilla Pedestal (5 Star Rated Super Energy Efficient Fan With Smart Remote Control And BLDC Motor)
Gorilla Wall-Mounted (5 Star Rated Super Energy Efficient Fan With BLDC Motor)
Gorilla Remote (Ceiling fan, Pedestal fan and Wall mounted fan accessories)
Introduction

8. BLDC stands for Brushless Direct Current. BLDC motor has no
mechanical brush for commutation of the windings.
Commutation is deployed with the help of smart electronics. The
input voltage provided is 230V AC which is converted to 24V DC
by a SMPS. The fan runs internally at 24V and consumes just 28W
at full speed.
ADVANTAGE
• Elimination of friction and associated power loss
• Better flexibility over controlling motor speed
• No spark and minimal electrical noise as no slip ring or
mechanical brushes are used
About BLDC –Technology behind Gorilla Fans

9. Product Features

10. Product Features

11. CLIENTELEClientele

12. Problem Statement
Atomberg technologies current focus only on making fans and in that mostly premium segment fans
This is because of the technology being used as compared to the technology giants in production of
fans such as Orient and Godrej
It should focus more on making of the consumer durables which includes all types of electrical
appliances
BLDC technology for the fans can be used in appliances such as mixer grinders and coolers
Might soon fall behind in terms of technology related to home automation since their fans currently
do not have those features
Should also make the fans more compliant with the latest technologies in IT and home automation

13. Identifying Root Causes for
failure of increase in share in the
Market.
Identifying Base, Key, Pacing &
Emerging technologies for the
segment.
Benchmarking Atomberg
with leading industry
competitors on :
• Financials(Revenue)
• Pricing
• R&D capabilities
• Funding
• Employees
• Timeline
Critical Success Factors -
• Process
• Organizational
• Product
• Marketing Innovation
13
Approach

14. 3850
3046
3320 3199 3299
3499
4500
3399
3650
4030
Price Benchmarking
Superfan Atomberg Technologies Orient Electric JupiterFans
OCECO Sudarshan Fans Waigsolar Panasonic (India)
Crompton Havells
Benchmarking
60 100
900
50 50 25
1615
0
200
400
600
800
1000
1200
1400
1600
1800
SUPERFAN ATOMBERG
TECHNOLOGIES
ORIENT
ELECTRIC
OCECO SUDARSHAN
FANS
WAIGSOLAR CROMPTON
Employees Benchmarking
1.5
11.5
0.05
1
0
2
4
6
8
10
12
14
Superfan Atomberg Technologies OCECO Sudarshan Fans
Funding comparison
Revenue Comparison

15. • Narrow core
competency
• Focus on only
reducing electricity
consumption in
comparison to
competitors by
using BLDC motor
• Huge untouched
fields like other
home appliances
are potential
market to grab.
Personnel
• There is lack of skilled
talent in the company
ScaleEnvironment
Automation Core innovation: Brush Less DC Motor
Design Thinking
• Innovation in
company is based on
causal approach
• Effective reasoning
approach should be
implemented
• Slow implementation
of IoT and AI
• High cost of
implementation creates
hurdles for mass
market entry
• Cost of technology
limits its market to
premium segment
• IoT is not compatible
with BLDC motor yet
• It is not yet implemented
in other electrical
appliances
• Tough competition from
Crompton greaves,
Orient & Bajaj
• Popularity of home
automation rather than
less electricity
consumption purpose
• Market is limited as
only affluent class
can buy it
• Channels are limited.
• Focused target group is
premium segment
• Lack of innovation &
implementation of new
technology.
Root Cause Analysis

16. • 1. Low energy consumption technique
• 2. Niche but loyal customer base
• 3. Online and offline presence
• 4. Strong growth and attracted investors for funding
Strength
• 1. Dependence on mature market
• 2. Limited customer attractiveness due to premium pricing
Weakness
• 1. Emerging markets
• 2. Emerging IoT technology & product extension to other home appliances
Opportunities
• 1. High exposure of low cost Chinese products
• 2. Bigger MNC's entering India and competing for global clients
• 3. Economic slowdown and uncertainty in growth
Threats
SWOT

17. PEST Analysis
POLITICAL FACTORS
• Government regulation of lowering down energy consumption
• Boosting the image of India in global market.
• Certain levels of ambiguity surrounding taxation of electrical products
• Outsourcing by competitors from China at a low cost
ECONOMIC FACTORS
• Stage of business cycle
• Exchange rate
• Inflation

18. PEST Analysis
SOCIO CULTURAL FACTORS
• Education
• Labour
• Career
TECHNOLOGICAL FACTOR
• Research spending
• New Inventions and Development
• (Changes in) Internet and Mobile Technology
• Lifecycle & speed of technological obsolescence

19. Arena
Staging
& Pacing Vehicle
Differentiators
- Atomberg technologies was founded in 2013 and
the actual production and selling of the fans
started in 2015.
- The first fan was the Gorilla model which for the
first time implemented a patented technology
known as BLDC.
- Today, many of the startups have come up with
their very own versions of this BLDC technology
including giants such as Crompton and orient.
- Yet the electrical efficiency and the air flow
achieved by Atomberg is still unmatched to the
extent that no one could take the electrical
consumption below 35 watts where as for
Atomberg it is only 28 watts.
- The technology is a boon and if used properly can
be a turning point for the company to produce
other consumer durables and also to play a major
role in saving the environment.
- The production capacity of the firm is limited even though the demand is significant.
This leads to a profit share lower than the industry average.
- Also, even though the firm is putting in 70 percent of its funding in research, it
should also look at a profit model from the licensing of its patented technologies.
- Even after having a unique and patented
technology, Atomberg only focusses on the ceiling
market. Even though currently growing this may
come under threat in the future.
- The current ceiling fan market is very competitive
with giants such as Crompton and orient. It will
have to provide something unique to increase the
customer base.
- Atomberg is one of the few start-ups who has tapped into a
unique market such as ceiling fans.
- Also, since the technology that it is using is patented, it will have
a long run advantage where it the tech. could also be leased out.
- Apart from that thi would also lead to inhouse consumer
durables production capacities.
Economi
c Logic
- Atomberg brings out its revenue generation by
targeting the consumers in the urban areas who can
afford the initial high price of the fan.
- Also since they offer designer fans as well such a
Renessa models at a premium price the urban
consumers definitely buy it to decorate and match
the home interiors.
- Recently, it has also launched two IoT enabled fans
to capture the tech savvy market share.
19
Strategy Diamond

20. Elements of MOT Criteria
Technology selection • Lack of innovation in motor technology since last 25 years has
created a technology gap that can be overcome by superior
BLDC Technology that reduces energy consumption by 70% in
comparison to previous technologies.
New Product Development • Atomberg Technology won “Global CleanTech Innovation
Program Winner” award by United Nations – 2016
Technology Development • Developed & patented the design of BLDC motor for
application in ceiling fans and other appliances.
Elements of MOT

21. Critical Success Factors
• Well diversified product line in home appliances like juicer mixer grinders, etc
• Ensuring all customer queries are solved in a time bound manner
• Apply the existing Technology in new areas
• Integrated Solutions
• Efficient Business Processes
• Research and development in related & allied areas
• Customer-Focused Front-Line Organization
• Flexible and Responsive Back-End Organization
• Identifying new technology Trends
• Manage Continuous Change in market

22. VRIO Analysis
Resources Value Rarity Inimitability Organized Remarks
Product quality Yes Yes No Yes Temporary advantage
Cash in hand Yes No No Yes Temporary advantage
Ease of use Yes Yes Yes Yes Competitive advantage
Excellent supply chain Yes Yes No Yes Temporary advantage
Ecosystem integration Yes Yes Yes Yes Competitive advantage
Customer loyalty Yes Yes No Yes Temporary advantage
Marketing excellence Yes Yes No Yes Temporary advantage

23. Risk Assessment
BUSINESS RISK ASSESSMENT
Technology obsolescence
Market Position
Operating Management
• Profitability Margins
• Quality of service
• Sustainable growth
Diversification
Marketing & Distribution
• Product accessibility
FINANCIAL RISK ASSESSMENT
Financial Policy
Capital Structure
• Leverage
• Liabilities
Cash Flow Protection And Liquidity
• Debt-servicing capability
Financial Flexibility

24. Recommendations
 Atomberg Technologies has a very good idea but it needs to be scaled up to make a significant
impact on profitability. It should make transition from being a domestic manufacturer to being an
international company.
 Atomberg Technologies is facing a lot of competition from local and domestic manufacturers of
electric fans. It should go for strategic partnerships with national and international companies so
that it can survive tough competition.
 Atomberg is currently dependent on a single product viz. BLDC electric fans, whose technology is
rapidly being adopted by its competitors. It should diversify its products to reduce this risk.
 High investment in R&D along with hiring skilled talent should aid in bringing new ideas and
innovations necessary to sustain the growth.

25. • Understanding the possible future problems in scaling up the idea
• Threats from cheap Chinese imports
• Threats from Indian as well as international competitors
• Limited target population segment causing slow growth
• Need for better marketing to increase sales
• Need for economic pricing to include value segment
Learnings from Expert interaction

26. References
• https://www.bijlibachao.com/
• https://www.telegraphindia.com/
• https://atomberg.com/
• https://www.motioncontrolonline.org/
• https://www.linkedin.com/
• https://www.getit.in/
• https://www.intechopen.com/
• http://web.mit.edu/

27. Thank You