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CK Birla Group company Orient Electricals is consolidating its fans, lighting and home appliances businesses under one brand.
The company, which unveiled its new brand identity Orient Electric on Wednesday, said that it hopes to leverage on the strong brand equity of brand Orient and will be launching an integrated brand campaign.
Orient Electric is a division of Orient Paper and Industries Ltd.
Manoj Verma CEO Orient Electric said the company wants to position itself as the lifestyle home solutions provider.
In the next few months, Orient Electric will look at opening its brand stores which will be like experience centres. The company already exports its fans to over 30 countries.
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