Breezing Ahead: Atomberg's Remarkable Journey to Revolutionizing Fans

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The only thing that hasn’t changed or upgraded in our homes is the ceiling fan. Always there but never upgraded. Except for designs and colours and the addition of lights, there wasn’t much to upgrade in a fan, and the top players like Bajaj, Usha, Crompton and Havells didn’t heed much as fans were considered mandatory. Manoj Meena and Sibarta Das found this gap and bridged it with their brand Atomberg in 2015.

How They Flipped the Switch

Atomberg fans were revolutionary. The following features made their fans stand out and created a separate fan base, making Atomberg the sixth-largest fan brand in 7 years.

The features to boast are

• Atomberg fans are smart. Home automation devices like Alexa and Google can integrate and control them. It turned out to be a seller point for their premium customers.

• The Atomberg fans are remote-controlled and consume only 28W of energy, which is 60W less than a fan requires.

• It actually saves Rs. 1500 per year to be exact.

• It is also more resistant to fluctuations and runs longer on an inverter than normal fans. Which makes it the ideal choice for people making economic choices.

The Secret Recipe for Success

Atomberg has grown to be the largest brand in the e-commerce space. Co-founder Sibarta Das has divulged to us the secrets of their success.

Unique Product

They had a product that no one else had. They offered remote-controlled fans when no one had this specification. Hence, no competitors- master stroke.

Hyper Focus on Reviews

Atomberg made it their highest priority to get reviews and ratings across marketplaces. They used hand-written notes and packaging inserts with QR codes to direct people to the product page for reviews. Post-purchase emailer flows from seller-central on Amazon, also played a major role in getting more reviews.

Redressal Clearance

Not just getting reviews for namesake, they also focused on negative reviews across platforms and proactively solved the pain points, by ensuring after-sales customer services like replacement or repairs. This earned them some loyal customers.

Revenue Bites

Why DTC?

However, the real value of the D2C site, says Paul, is that it helps you communicate your brand story with high impact and gather first-hand consumer insights while controlling the experience for new launches. “You should think about your D2C site less as a revenue channel and more as a way to communicate brand ethos,” he says.

Tips from the Marketing Mastermind Himself

Arindham Paul, Arindam Paul, Head of Marketing & Strategy and part of the Atomberg founding team, has listed a few tips for D2C Marketers.

Develop a Deeper Understanding of your customer. Identify your target audience and work on what they like and don’t like about your brand.

Define Your acquisition channels. When you understand the consumer, the purchase journey, the brand fundamentals and the acquisition channels, you can make connections and experiments that no agency can ever make.

Their journey was not devoid of hurdles. They had plenty of them, like creating a market for a new product and finding the ideal customer, and they had no prior examples to take examples or lessons from. There were also times they wanted to shut doors but persisted and to be among the top brands in the country today. Personalising their growth strategy is what made them go big. Identifying and Defining your target customer should be the key aspect in any business for success.

5 Must-Have Tools for SEO Success

Google Search Console- This tool lets you see how your site is performing on Google search results, so you can make changes as needed.

Google Analytics- You can see how people are finding your site, what pages they're looking at, how long they're staying, and what actions they're taking.

AIOSEO (WordPress Plugin)- AIOSEO allows complete control over SEO from the WordPress dashboard.

Ahrefs- SEO Platform- Ahrefs is one of the best SEO tools there is for keyword research and competitor analysis. A paid tool when you get deep in your business.

ClearScope- Clearscope is an AI-based tool that optimizes content by discovering search intent, identifying keywords, and drafting posts that rank higher in search results.