A tiny startup, buried under debt, fighting against industry giants. Sounds impossible, right?

 

But this was the reality of Atomberg!

 

In 2015, founders Manoj Meena and Sibabrata Das bet on a dusty, ignored market—ceiling fans.

 

Skeptics laughed.

 

But Manoj and Sibabrata didn’t flinch. They said, “Watch us!”

 

Off they went and disrupted a ₹9,000 Cr market with energy-efficiency.

 

From near bankruptcy in 2018 to ₹848 Cr ARR in FY24, Atomberg stirred the D2C world with some serious waves, literally!

 

Atomberg Didn’t Start With Fans

What began as a tech consulting venture at IIT-Bombay translated into multiple failed ideas. Dwindling savings later, they stumbled upon a goldmine—the Indian ceiling fan market.

 

An opportunity for the taking.

 

But they faced rejection.

 

VCs didn’t believe in them.

 

“Fans don’t sell online.”
“You can’t compete with Havells or Crompton.”
“Stick to something easier.”

 

Retailers slammed their doors.

 

B2B Sales Kept The Air Blowing

Legacy brands were ignoring innovation. Atomberg didn’t.

 

While others sold basic motors, Atomberg’s consumed just 28 watts of power, compared to the industry average of 75.

 

 

Atomberg Product Comparison

 

 

Their pitch was simple: save up to ₹2,500 per fan every year on electricity bills.

 

Orders poured in.

 

Tata Group, Infosys, and Indian Railways joined the roster.

 

Atomberg was selling up to 2,000 fans per order. 

 

But fans for institutions only scratched the surface—just 10% of the fan market.

 

For the lion’s share, they had to crack the B2C market!

 

This was 2018 – the make-or-break year for Atomberg!

 

In Came The Showstopper – Renesa Fans!

Small, sleek, energy-efficient, and loaded with a futuristic BLDC motor. Even their sales team doubted it.

 

“Kya ye hawa dega? Kya ye bikega?”

 

Turns out, it did!

 

The first sale took months, but they aced the game by obsessing over one thing—customer delight.

 

No service centers? No problem.

 

They offered a no-questions-asked return policy. Got feedback? Innovated fast.

 

Renesa became a smash hit.

 

Over 3 Mn units sold, and today Renesa is just one of their 20+ product models.

 

Atomberg redefined what a fan could do.

 

When the incumbents finally woke up, it was too late.

 

Atomberg had already captured the premium fan market. Their fans didn’t just save electricity—they saved money.

 

In just 2.5 years, consumers recouped the extra cost of an Atomberg fan through lower electricity bills.

 

And their fans looked good. Compact designs, luxurious finishes, and IoT compatibility turned boring appliances into lifestyle products.

 

And, that laid the foundation of what Atomberg would go on to achieve as a D2C brand.

 

🔥 ₹848 Cr Revenue in FY24

🔥 6 Mn+ units sold

🔥 1 Mn+ monthly manufacturing capacity

 

 

About D2CXAtomberg Team

 

Marketing Spends On A Shoestring Budget

Legacy players were poured crores into traditional ads and Atomberg chose precision over pomp.

 

They dominated the SEO arena.

 

By focusing on niche keywords like “BLDC fans” and “energy-efficient appliances,” they shot to the top of search results.

 

Consumers searching for modern, eco-friendly fans found Atomberg first.

Social media? They nailed it too.

 

Relatable content about energy savings, quirky fan designs, and live demos created buzz that money couldn’t buy.

 

The brand’s storytelling approach turned everyday products into aspirational must-haves.

 

Word-of-mouth became their secret weapon. Satisfied customers raved about their savings and sleek designs, driving 10% of Atomberg’s sales.

 

But the real masterstroke was their hybrid retail strategy.

 

They dominated online platforms like Amazon and Flipkart while scaling to 7,000+ offline retail points.

 

This built trust, especially in Tier 2 and Tier 3 cities, where people still want to ‘see it to believe it.’

 

On To The Next Avenues For Growth

Fans were just the beginning.

 

Atomberg’s MG 1 isn’t your regular noisy grinder.

 

It’s quieter, more efficient, and sleek enough to Instagram.

 

Launched in 2022, it’s already winning hearts in Mumbai, Bengaluru, Chennai, and Kochi.

 

But they’re not stopping there. Smart locks are next.

 

Fingerprints, PIN codes, and security so tight even Mission Impossible would approve.

 

Atomberg SKUs

 

 

 

Their state-of-the-art Pune facility can now churn out 750,000 fans and 25,000 mixers monthly.

 

Who’s to say Atomberg won’t become a dominant player in India’s ₹1,20,000 Cr home appliances market?

 

Until the next one!