Orient Electric Limited, part of CK Birla Group, recently launched a new range of lifestyle portable fans featuring distinctive designs. With changing climatic conditions, increasing dust and air pollution, shrinking spaces and need for more personalised cooling solutions, there arises a need for solutions beyond the traditional ceiling and table fans.
With the launch of this premium series, Orient Electric aims to reinstate its thought leadership in the category while meeting aspirational needs of the consumers. The company targets to not only grow this category exponentially but also build a dominant share in the next one year. Speaking on the occasion, Atul Jain, Senior VP & Business Head, Fans, Orient Electric said, “There is a need for better air circulation in air-conditioned rooms and safer portable fans for kids along with far more personal need for air in confined spaces. Each of our lifestyle range of fans addresses unique consumer insights and requirements. Designed to bring alive exclusivity, these fans exude sheer elegance.”
He further added, “With rising incomes and aspirations, along with increased exposure to digital & global lifestyle and technologies, individualisation trend is catching up fast in consumer durables space. Consumers today want to have individualised solutions that make life simpler and experiences better. Our luxurious breed of mobile lifestyle fans is sure to interest the modern aspirational consumers and add glam quotient to their home and office interiors.”
