Indiaâs hottest consumer brand may not be in food or apparel, but 1,000 Cr home appliance fan Atomberg
Atomberg struggled to raise a single penny for 3 years. Compared to Havells, Crompton and Bajaj it is a rounding error. Investors struggled to see what a little company can do to 3 giants. Focusing on a product as âcommoditizedâ as fans is bad tech strategy. Rather than a hot brand, it seems certain to be dead cold
But turning through its story reveals a gritty 10,000 Cr potential upstart disrupting an old industry
In 2012, Manoj Meena was in debt. After dropping an ISRO job from IIT Bombay, his entrepreneurial dreams were dimming. Few kilometres away, his collegemate Shibam Das was a struggling entrepreneur. Adversity brought the two together for an atom of an idea.
Atomberg was born
Despite their pedigree, this wasnât a beautiful start. The duo struggled through ideas, running tech consulting to make ends meet. 3 ideas failed. Friends asked them to quit. 2 years passed. As the debt got worse, they struggled. For the world, failure was happening in slow motion.
But their consulting revealed a big gap in 10,000 Cr ceiling fans
Excited by the lack of innovation, Atomberg began R&D. Using BLDC, or Brushless Direct Current, AB's fans were dramatically efficient. Every household used a fan. Electricity was unreliable, expensive and a big cost. 45 million fans were there for the taking.
Yet investors didnât touch them, daunted by the 3 big electrical daddies
Raising small from friendly angels, they went into production. But obstacles continued. No distributor wanted to sell a random fan from two youngsters. Running out of money, they stumbled upon Saurashtraâs ceramic industry. Electricity was on 24x7 running fans to dry ceramics. AB saved 2.5K/year/fan. Blown away by savings, few plants switched.
From the jaws of death, Atomberg was producing 30 fans/day in 2016
95% of the market was the giant B2C market. Having cracked B2B, AB needed to go B2C. Shunned by retailers, they listed on rising e-commerce platforms. Remote controlled, energy savers, the premium on ABâs fans was loved. As customers became fans, flywheel turned
After 5 years of grit, Atomberg was finally beginning to spin up
Raising a Series A of $10M in FY19, they clocked 37 Cr of revenue. In FY20, they reached 69 Cr. Enabled by the internet explosion of the pandemic, they rocketed to 144 Cr in FY21. Raising another $20M in end of 21, it reached 360 Cr in FY22.
By 2023, the company was on track to reach an astonishing 700 Cr
20x in 4 years for a âphysicalâ product is hot velocity. Using digital marketing, R&D and excellent customer support increased customer love. AB moved to include kitchen mixers and smart locks. Using its brand love like the OGs, it catapulted into a massive $80Bn home appliances market
With its incredible story here (https://bit.ly/3Vqaf1V), Atomberg could spin a home appliances unicorn