You can’t build a $100 million D2C brand in India 🥺
Even impossible with selling only one product 💸
A fan company proved everyone wrong ⬇️
Quick context 🗓
Go to a D2C brands meet-up & ask for advice on” How to enter the ₹100 Cr revenue club?” – The answer is almost always “launch new products”. But that might be untrue.
For the record, ceiling fan market is huge 💰
The India ceiling fan market size reached 41 Million Units in 2022. That’s quite a bit of headroom (though it’s only growing at 2–3% CAGR).
A new player is in town – Atomberg 🤠
The company based in India is making over “700 Crore” (~USD 100 million) in annual sales by selling ceiling fans. Yes – fans! A super competitive category owned by Havells, Luminous, Orient & Bajaj.
How did Atomberg got to ₹700 crore revenue? ⬇️
1/ right marketing pitch 🎯
Atomberg fans use BLDC motors, which consume 65% less electricity while providing similar output. This makes them ideal for use during long hours of load shedding in remote towns. The entire product pitch revolves around this messaging.
2/ product feature differentiation 💭
Each Atomberg fan includes a remote control for adjusting the fan speed and switching on/off the lights, making it a convenient choice for bedrooms and offices.
3/ core understanding of the users 🙇🏻
Atomberg’s designs cater to the mid-30s audience with disposable income who seek functional fans that can also double as decoration for every room.
4/ distribution with assisted sales 📞
Atomberg collects user phone numbers with each digital ad it runs, and its average price point of 2K+ allows it to maintain an inbound sales team that complements its digital acquisition efforts.
5/ b2b business for scale 🚀
Atomberg’s sales model, which targets corporates and commercial complexes, has been highly successful and is similar to AWS for the company.
6/ adopting for marketplaces 🙏🏼
Atomberg doesn’t compete with marketplaces, it uses them to its advantage. You can find thousands of reviews for it’s products with high ratings on Amazon and Flipkart. Atomberg also responds to every low rating and offers discounts on consecutive purchases to incentivise users to leave reviews.
So, what’s next for the Atomberg brand? 🎯
Short answer: next product worth ₹1,000 Cr revenue.
They launched a mixer grinder recently, incredible!
Brands like Atomberg will keep winning 💙
Isn’t this the old school way of building real “dhanda”?
