Orient switches to smart to keep the brand relevant, targets millennials

The CK Birla group company goes premium, partners with Tata Elxsi to enhance product design and performance

For years, the ceiling fans category was dominated by a large group of unbranded products and fans were considered to be more of a commodity purchase. For brands such as Orient Fans, the fight for a long time, was to create a niche for its label and build recall and trust in what was largely a budget category. Today, as millennial buyers look for technologically superior products and the choice for cooling systems gets wider, the company is fighting a different enemy: irrelevance.
 
To connect with a new audience and play to their needs, Orient Fans has worked with