Usha International eyes growth in southern markets backed by Hyderabad facilities

Usha is building a strong pipeline of star rated/energy efficient products in the next six months, which will help expand its market base.

Hyderabad: Usha International is focusing on its growth in southern markets including Telangana, which are among the top markets for the company nationally, contributing to almost 40 per cent of its sales. The company’s manufacturing and R&D facilities in Hyderabad will play a key role in expanding its presence, says a top official.

Usha is building a strong pipeline of star rated/energy efficient products in the next six months, which will help expand its market base. The company, which currently has over 300 models of fans, plans to roll out a range of new models in near future to meet the emerging needs of customers.

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The company not only has products for households, but also for industries, commercial spaces, and warehouses with a range of exhaust, pedestal, and wall fans. Institutional fans contribute to over 15 per cent of the company’s sales and this segment continues to grow.

Rohit Mathur, president, Electric Fans, Water Heaters and Pumps, Usha International, told Telangana Today, “We have been operating a manufacturing facility in Hyderabad for over 40 years and have invested in expanding capacities and introducing new technologies over the years. This facility has made a significant contribution to our growth.”

Usha has two inhouse facilities, one each in Hyderabad and Kolkata. Hyderabad is the larger facility. The company has expanded its capacities by 35-40 per cent in the last 4-5 years. It has ensured that its facilities are closer to the market. The company plans to remain focused on domestic manufacturing, catering to India and over 15 overseas markets, including Middle East, Africa, Bangladesh, Sri Lanka, and Nepal.

He said, the company is constantly making inroads into grassroot markets pan-India. There is a dedicated distribution mechanism to serve markets with a population of 50,000-1,00,000. Not only metros, smaller cities and towns are equally important for the company.

Driving innovation

Mathur added, “Innovation and R&D have remained a key focus for the company. We have R&D centres in Hyderabad and other parts of the country to improve the performance of the fans, design or finishing of the products. Some of the new products that we launched last year have received good response from the market. Innovation will remain inherent at Usha, and we are also exploring new avenues in the home automation space.”

On the market recovery in Covid times, he said, “The supply chains have stabilised, and markets are gradually opening up. We expect demand to improve in the festive season. We are a consumer-centric and market-led organisation, and we introduce features and designs that a consumer is looking for. Our products are launched based on deep-rooted research taking into consideration the functional expectations and colour preferences.”.

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