### **Overview** Crompton Greaves Consumer Electricals Ltd. (CGCEL) is India’s leading player in the Electrical Consumer Durables (ECD) and Lighting segments, with a brand legacy spanning over **85 years**. The company is the **market leader in fans and residential pumps**, and a dominant force in key appliance and lighting categories. With an unwavering focus on **consumer-led innovation, energy efficiency, and sustainability**, CGCEL is undergoing a transformative journey under its **Crompton 2.0** strategy to accelerate growth, premiumization, and digital integration. The company operates under the **Crompton** and **Butterfly** brands, with Butterfly—acquired in 2022—strengthening its footprint in **Small Domestic Appliances (SDA)** and enhancing its pan-India presence. A strong **distribution network, robust after-sales service, and in-house R&D capabilities** underpin CGCEL’s long-term competitive advantage. --- ### **Core Strengths** #### **1. Market Leadership & Brand Power** - **India’s #1 in fans and residential pumps** for decades, with over 2 crore fans sold annually. - **Leadership in geysers (water heaters)**; ranks **#1 in e-commerce** for this category. - Holds top positions in **mixer grinders (joint leadership with Butterfly)**, **air coolers**, and **LED lighting**. - Crompton is ranked **#1 in India and #3 globally** among household durables for sustainability, and **#4 in its sector on the Dow Jones Sustainability Index (DJSI)**. #### **2. Diversified & Innovative Product Portfolio** CGCEL offers a comprehensive range across consumer electricals: - **Fans**: Premium BLDC (e.g., SilentPro, Nucleus), decorative, high-speed, and induction models. Over 300,000 BLDC units sold quarterly. - **Pumps**: Residential (Mini, WIN Plus), agricultural (MB, OW series), and **solar-powered submersible and surface pumps**; industry-first innovations include **dry winding technology**. - **Lighting**: B2C (decorative, smart, IoT-enabled) and B2B (streetlights, industrial, solar) lighting; **first Indian lighting brand to receive GreenPro certification** for B2B products. - **Large Kitchen Appliances (LKA)**: Chimneys (SMART AutoClean), gas hobs (FlamePro), ovens, and dishwashers; **ranked #3 on Amazon**. - **Small Domestic Appliances (SDA)**: Mixer grinders, air fryers, toasters, kettles; Butterfly powers strong regional and e-commerce presence. - **Water Heaters & Air Coolers**: 5-star BEE-rated geysers, IoT-enabled coolers (Optimus, Gale), and **anti-bac technology** in bulbs. #### **3. Proprietary Technology Platforms** - **NUCLEUS**: Indigenous BLDC motor platform delivering **25–50% higher efficiency, smart connectivity, and durability**. - **XTECH**: Advanced induction motor technology for energy savings and reliability. - Both platforms support **faster development, service scalability, and compliance with evolving BEE norms**. #### **4. R&D & Innovation** - Operates a **state-of-the-art Innovation & Experience Centre in Mumbai** (over 60,000 sq. ft). - Dedicated **NPD teams** across business units following 12–18 month roadmaps. - Filed **19 patents and received 4 grants in FY 2024–25**, with over **80 patents filed in FY '24**. - Consumer research with **15,000+ Indians** guides innovation; initiatives like **#TechWithHeart** ensure **product relevance and emotional connect**. --- ### **Strategic Growth Pillars** #### **1. Solar Energy Expansion – A High-Growth Adjacency** - **Targeting a ₹2 lakh crore TAM**, up from ₹75,000–1 lakh crore, by entering **solar rooftops, solar pumps, and integrated home energy systems**. - Secured **two major solar orders**: - **₹445 crore**: 2 kW on-grid rooftop systems across 40,000+ homes in **Andhra Pradesh (77 MW)**. - **₹52 crore**: Subsequent rooftop project—**India’s largest solar rooftop contract** for a consumer electricals player. - Also won **significant PM-KUSUM solar pump orders** from **MEDA, MSEDL, and HAREDA**. - Plans to **double solar pump revenue in FY 2025–26**; solar business generated **₹200 crore in annual sales**. - Leverages **brand trust, distribution, and service network** for end-to-end execution. #### **2. Crompton 2.0 Transformation Strategy** Launched in June 2023, the strategy focuses on: - **Profit-led growth** with premiumization across categories. - **Consumer need-led innovation** over product-centric development. - **Supply chain excellence** and **digital enablement**. - Expansion of **go-to-market effectiveness** via omnichannel presence. - Investment in **talent, advertising, and new product launches**. #### **3. Expansion in Kitchen & Appliances** - **Butterfly acquisition** made Crompton the **#2 kitchen appliances player in India**. - LKA segment growing rapidly—**₹60 crore revenue**, No. 3 on Amazon, and **100%+ YoY growth** in chimney sales. - Focus on **built-in kitchen appliances**: chimneys with **Silent Inverter, Gesture Control**, hobs with **Flame Flex**, and ovens with **pyrolytic cleaning**. - Aims to reach **₹100 crore annual run rate** in LKA and **top 3 market position** in 3 years. #### **4. Lighting Revival & B2B Focus** - Lighting business has returned to **YoY growth (6% in Q2 FY25)**. - Secured **B2B projects**: **Noida Jewar Airport, Ramanagar Smart City, BBMP Bangalore streetlights**. - Launched **high-wattage solar, façade, industrial, and sports lighting**. - Introduced **IoT-enabled, sensor-based, and emergency backup products** for mass and premium markets. --- ### **Distribution & Operations** #### **Pan-India Reach** - **2,800+ distributors**, **6,500+ direct channel partners**, **236,000+ retailers**, **1,100+ service centers**. - Presence in **over 3 lakh touchpoints** when including Butterfly. - **7 manufacturing plants** (Goa, Vadodara, Ahmednagar, Baddi, Chennai) with **monthly capacity exceeding 1 million units**. #### **Retail & Brand Experience** - Operates **80+ Exclusive Brand Outlets (EBOs)**, **75+ Crompton Signature Studios** for premium appliances and built-in kitchens. - Retail transformation across **1,500+ stores**; enhanced in-store visibility through **Project Vistaar**. #### **Digital & Rural Push** - Strong e-commerce growth—doubled YoY; **#3 in chimneys on Amazon**, high Glance Views. - Expanding into **rurban markets** (population <100,000) via **Super – Sub Stockist – Retailer** and CSC/eMitra partnerships. - Digital tools: **Dealer Portal, Konnect app, Distributor Management System (DMS)** covering **80% of secondary sales**. #### **Investments for the Future** - **₹350 crore greenfield fan manufacturing plant** (first phase) to strengthen **supply chain resilience**. - **Project Udaan**: 5-year initiative to drive **manufacturing excellence, cost efficiency, and vendor rationalization**.