Crompton aims to displace Havells from the top position in the premium fan category during this fiscal, aided by favourable market, strengthened distribution and brand spend.

The company, which is the leader in the ₹6,200-crore domestic fan market, is presently trailing behind Havells in the premium fan (priced above ₹2,500) segment.

“This fiscal has started well for the fan market. We have been growing 12-13 per cent year-on-year, while the industry’s growth has been lower.

“In the premium segment, we have been doing well and that was one of the drivers for our better-than-industry growth. In premium fans too, we have grown three times that of segment growth,” Rangarajan Sriram, Vice-President, Crompton Fans, told BusinessLine .

Crompton’s market share is reported to have increased 3-4 per cent in the premium segment, but the company couldn’t provide the present market share number.

Higher growth “We hope to gain lead in one or two quarters in the premium segment as our growth has been three-four times that of the industry growth,” Sriram added.

While Crompton aims to sell more high-end products to cash in on robust demand, it is also expanding its reach in locations where its distribution is weak.

The company expects higher brand spend also to result in more sales conversion this fiscal. With its three-pronged plan, the company aims to improve its overall share in the fan market by 3-4 per cent in the near term. Its current domestic market share is estimated at less than 30 per cent.

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