Atomberg, a Bengaluru-based company known for its premium fans, is making a strategic entry into the kitchen appliance sector. The company announced plans to launch a range of products, including 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 of Atomberg. Emphasizing the need for technological advancements, Das highlighted the company’s new mixer grinder as a game-changer in the market.
The newly launched mixer grinder leverages Atomberg’s expertise in brushless motor technology. This technology, which has been central to their premium fan products, introduces multiple intelligent speed controls ranging from 2,000 to 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.”
Atomberg’s move into kitchen appliances follows its significant success in the fan market. The Indian fan market is valued at around Rs 12,000 crore, with the premium segment (fans priced above Rs 2,500) accounting for Rs 4,000-4,500 crore. Atomberg currently holds about 10% of the overall market and a substantial 22-23% share in the premium segment. In the brushless DC (BLDC) fan sub-segment, Atomberg commands a dominant 60% market share.
The BLDC sub-segment is expected to experience significant growth, with Das predicting its share of fan sales to rise from the current 10% to 50% within five years. Atomberg’s integrated manufacturing facility in Pune, which has a capacity of over 1 million units per month, is currently operating at 40% utilization, providing ample capacity for future expansion.
Despite anticipating increased competition, Das is optimistic about Atomberg’s position in the market. He expects the company’s market share in BLDC fans to stabilize at a “healthy 15%”, even if the overall share in the segment decreases from 60% to 30% due to the entry of new players.
Atomberg’s foray into the kitchen appliance space represents a bold step in diversifying its product offerings while leveraging its technological prowess. This move is set to bring much-needed innovation to the kitchen appliance market, providing consumers with versatile and advanced solutions for their culinary needs.
