Speaking on the occasion, Mr CK Birla, Chairman, CK Birla Group said: Orient Electric has evolved from a product company to a lifestyle home solutions provider. This consolidation will enable the brand to embark upon a journey towards fulfilling the growing needs of a new generation of users. Geographical expansion will also take Orient Electric into highly evolved as well as emerging markets across the globe.
Speaking on the occasion, Mr Manoj Verma, CEO, Orient Electric said: With the new repositioning, we have augmented our in-house manufacturing and R&D capabilities to provide products and solutions with the highest standards of efficiency, consistency and safety, delivered in the simplest manner. Our new integrated communications campaign ‘Switch to smart’ embodies a mind-set that is true to today’s smart consumers who are seeking lifestyle and convenient solutions.
As part of the company’s repositioning strategy, Orient Electric launches a new company logo in the colour orange which personifies warmth and creative instincts. The company also launches a 3600 integrated brand campaign with a TV commercial bringing alive the brand’s diversified product portfolio (including fans, lighting products and home appliances) and smart solutions.
About Orient Electric
Orient Electric is part of USD 1.6 billion diversified CK Birla Group. Orient has been a household name in the Indian fan Industry for over 60 years. With its state-of-the-art manufacturing facilities in India and operations spanning over 30 countries in Asia and Africa, the brand has earned the trust of millions of customers worldwide by providing high-quality, innovative products.
With its existing strengths of performance, reliability and innovation, the brand has expanded into the lifestyle product segments which include lighting and home appliances besides fans. Orient Electric is now a one-stop shop for lifestyle home solutions.
