GrowthX: How I Made A 1,000 Crore Company From Selling Fans | ft Arindam, Atomberg

Atomberg's journey began in 2015 with a vision to innovate in the boring fan market using superior BLC motors. The founders, Manoj and Shivam, combined technical expertise and a passion for meaningful engineering to create energy-efficient fans.

BLC motors differ from normal motors by using permanent magnets in the rotor, eliminating heat loss and saving up to 65% electricity. Despite higher costs, this technology offered significant savings and efficiency, setting Atomberg apart.

Initially, Atomberg targeted B2B clients like schools, hospitals, and industries to prove product-market fit. The ceramic industry became an early adopter due to high electricity costs, validating the product's value and leading to larger orders.

Transitioning to e-commerce in 2016 was risky but strategic. Atomberg leveraged Amazon and Flipkart to reach consumers directly, recognizing that 90% of fans are sold to end-users, not businesses. Early positive reviews fueled growth and brand trust.

Design innovation became a key learning. Early feedback showed consumers valued aesthetics alongside technology, prompting Atomberg to launch the Renaissance fan with a compact motor and unique design, differentiating from competitors.

Persistence and customer service were critical. Despite early product failures, Atomberg maintained a liberal replacement policy and personally engaged with customers, building loyalty and a reputation for care in a market where brands often neglect post-sale service.

Scaling offline distribution was challenging. Atomberg invested time building relationships with retailers, understanding that changing channel behavior is costly. Frequent visits and support ensured sell-through from stores to consumers.

Geographic expansion taught valuable lessons: what worked in southern India didn’t always translate to northern or eastern markets. Atomberg learned to tailor propositions regionally and avoid premature launches without sufficient demand.

Amazon remains a democratic platform ideal for new brands to launch products without gatekeepers. Success on Amazon, measured by reviews, organic searches, and market share, is a strong indicator of broader market potential.

Facing competition from 2018 onwards, Atomberg focused on continuous innovation and consumer feedback rather than rivals. Upgrading motor generations annually ensured superior reliability and performance, maintaining a competitive edge.

Speed, cost, and quality are the three pillars of product development. Atomberg prioritizes cost and quality over speed initially, ensuring affordability and reliability before scaling rapidly once product-market fit is confirmed.

The remote control innovation stemmed from a casual conversation in 2015, recognizing that remote technology was easy to integrate and highly valued by younger consumers, enhancing convenience and user experience.

Consumer behavior in India is diverse; success requires micro-level geographic tailoring and continuous iteration on product, price, channel, and market fit. This nuanced approach is essential for building valuable, scalable brands.

Marketing strategy evolved from feature-focused to benefit-driven messaging by 2019, emphasizing how products improve daily life. Different channels like Meta ads, Amazon listings, and retail sales pitches are tailored accordingly.

Category expansion beyond fans into mixers, water purifiers, and smart locks is guided by core competencies in motors, design, and IoT. Atomberg only enters categories where it can solve unique consumer problems with defensible solutions.

The book 'Zero to Scale' distills Atomberg's decade-long learnings on distribution, demand generation, brand building, and team building, offering a comprehensive playbook for Indian consumer startups aiming to disrupt legacy categories.

Key advice for founders: build differentiated products solving real problems, focus on product-led communication until brand awareness grows, and treat each new product or geography as a fresh challenge requiring validation.

The journey of Atomberg exemplifies combining deep technical innovation with relentless customer focus, strategic channel management, and adaptive marketing to transform a traditional category and build a trusted consumer brand in India.