Orient consolidates businesses, unveils new brand identity

Orient Electricals, part of the diversified Indian conglomerate, CK Birla group, has unveiled its new brand identity ‘Orient Electric’. The country’s oldest and largest manufacturer of fans Orient is making a shift from being a significant player in the Indian fan Industry to an integrated home solutions provider for the next generation, aspiring for smart home solutions. Aiming to offer an enhanced customer experience, Orient Electric is all set to increase the brand’s cool quotient with its wide range of aesthetically designed, energy efficient lighting products, fans and home appliances. The company has consolidated its diverse business verticals – fans, lighting products and home appliances – under one umbrella brand ‘Orient Electric’. It has also launched a TV campaign along with a new brand logo, as part of a 3600 integrated brand campaign.

Speaking on the occasion, 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, 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.