IIT-Bombay Alumni Lead Energy Efficiency Revolution in Consumer Appliance Segment at Atomberg Technologies

About Atomberg Technologies

Founded by two graduates of IIT-Bombay, Atomberg Technologies is committed to developing smart consumer appliances for the Indian household, with a strong emphasis on energy efficiency. The key: its patented Brushless Direct Current (BLDC) Motor, which reduces electricity consumption by an impressive 70% compared to traditional motors.

Using this innovation, Atomberg Technologies has introduced a range of consumer appliances known for their low carbon footprint, energy efficiency, integration of next-generation smart technology, and thoughtful design. Its first product – the BLDC ceiling fan – remains a crowd favourite since it hit the market in 2015. Since then, Atomberg Technologies has expanded its product range to include wall fans, pedestal fans, exhaust fans, mixer grinders, and smart locks.

Today, the organisation serves over a million customers across 60+ cities in India, supported by a team of 700 employees across one factory and three corporate offices, in addition to a network of over 3,000 retail partners.

Atomberg Technologies at MIF’s Scale-Up

When Atomberg was onboarded, Scale-Up facilitated the startup to go from an only B2B model to championing a B2C model as well. This transition, supported by  the former Managing Director of Crompton Greaves, Sudhir Trehan, and Marico’s Head of E-Commerce, Sumant Kakaria, expanded Atomberg Technologies’ online sales, which started contributing 60% to its annual revenue.

In 2019, Scale-Up facilitated the increasing of retail staff within a year and the implementation of robust KPIs and monitoring mechanisms.

The following year Marico’s former National Sales Capability & Sales Technology Manager, Malay Shah, and Business Application Manager, Richard Ferrow, stepped in to enable Atomberg Technologies in providing functional and behavioural training to personnel on management and negotiation tactics, implementing optimised security, and ensuring efficient data flow between distributors. Additionally, adopting a Salesforce Automation and Distributor Management System enhanced operational efficiency across 60 distributors and 70 sales personnel.

In 2020, Marico’s Head of Procurement and Value Enhancement, Nirlay Sheth, guided Atomberg Technologies in opening four new warehouses and implementing warehouse management practices. The same year, Santosh Gaurav (Ex-Lead Hair Care Innovation at Marico Ltd) guided Atomberg to refine its branding & marketing strategies, leading to its first integrated marketing campaign (ATL included). 

Atomberg Technologies graduated from Scale-Up in 2020.