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The Company has dedicated teams for new product development across all our business segments. The teams bring to the table expertise in design, development, project management and product testing. The teams work on roadmaps spanning 12-18 months and remain agile, prioritising the delivery of products with superior consumer features, experiences and performance compared to the Company’s competitors. They ensure that the products comply with current government regulations for safety, performance and reliability. We employ various engineering tools and software to constantly upgrade our knowledge and skills.
Revenue – Products launched in the last 12 months
Revenue – Products launched in the last 36 months
The Company has commissioned its largest R&D centre, Crompton Experience and Innovation Centre in Vikhroli, Mumbai. It will help Crompton bring best-in-class technologies to provide innovative and sustainable solutions to meet everyday needs. The Centre is powered by cutting-edge technology, smart testing technologies and advanced IoT energy efficiency capabilities that fuel product development to address the evolving aspirations for consumers.
NABL-accredited lighting lab
Noise and Vibration simulation
Testing and designing of BLDC motors controllers
Open Innovation
Materials Technology
At Crompton, we have invested in the development of a robust laboratory infrastructure, which has enabled us to conduct in-house 83% of product application tests. This has helped us to improve manufacturing capacity, sales and R&D efforts by providing more accurate and timely test results.
As a future-focused organisation, we have also invested in thermal engineering activities to improve our product performance. These activities have helped optimise product designs and improve energy efficiency, resulting in better customer satisfaction and reduced energy costs. Many of our products have digital enhancements, enabling us to improve product performance and customer experience. Digital products have features such as remote control and monitoring, making them more convenient for consumers to use.
Crompton’s water heater laboratory is in the process of obtaining NABL certification. This certification is a recognition of the laboratory’s ability to provide accurate and reliable testing results, which help improve the quality of our products and services.
Open innovation is a crucial practice at Crompton as it enables us to enhance the diversity of perspectives and expertise, while directly engaging with consumers and partners for valuable feedback.
Technology collaboration serves as a fundamental pillar of open innovation, where we curate problem statements and run thematic challenges with external entities such as startups, academia, individuals, consumers and partners. This entails sharing knowledge and information about challenges while seeking solutions and suggestions from outside sources. We evaluate these solutions based on our organisation's priorities and develop working prototypes accordingly.
In a noteworthy collaboration, we have successfully launched the inaugural Startup India Design Challenge in partnership with Start-Up India. Additionally, we have established collaborative initiatives with renowned institutions such as ARAI (Automotive Research Association of India) and IIT Kharagpur, focusing on critical areas of technology through project-based engagements. These strategic collaborations enable us to maintain a competitive edge by staying at the forefront of fundamental technologies that are applied in our exceptional range of products.
Crompton launched the first-ever Startup India Design Challenge in collaboration with Start-Up India. Through this competition, the Company encourages budding startups and entrepreneurs to identify innovative technologies and business ideas that will transform the future of the consumer electrical industry.
Consumer insights across categories are crucial for new product innovation. We strive to bring the right products to consumers with maximum agility, as well as to build long-term product plans and cohesive roadmaps. Our products are distinct, offer significant customer benefits, are known for exceptional performance and are developed with the user in mind. Our design philosophy ensures the most effective interplay of ergonomics, function, utility and form to deliver a portfolio that covers a broad range of product feature benefits and price points.
The Bureau of Energy Efficiency (BEE) mandatory norms on the energy efficiency ratings for ceiling fans started from January 2023. This had a significant impact on our operations, as we had to undergo design change, certification and listing on BEE website and manufacturing at the factory. Our robust R&D capability allowed us to achieve this fleet on time and we upgraded our products to meet the BEE ratings.
SilentPro Blossom range of fans won the prestigious Red Dot award for their design and innovation in Crompton’s fan category.
Part of our entry level decorative range of ceiling fans
High-Speed fans with various metallic colours and offering the anti-dust feature is a part of our decorative fans
BLDC-powered model offering excellent energy savings with superior aesthetics and air delivery
Part of our Energion series with its ActiveBLDC technology. It offers beautiful aesthetics with energy saving.
Our new range of highly energy efficient fans, Energion groove, Chrome air comes with remote and regulator options with power consumption of 28 Watts.
As a futuristic Company, we have completely redefined the brand architecture in the ‘Mini’ category of pumps following detailed consumer research. The consumer insights enabled us to come up with the key drivers of ‘Tank filling speed’ and ‘Durability’.
We developed the Plus and Dura pump series in the mini category, based on the redefined brand architecture. The products were carefully designed to specifically address consumer concerns, including the common occurrences of pump jamming and motor failure. To mitigate these critical issues, we implemented an array of innovative and patented technologies such as the Anti-jam Winding, ADDS Adapter, Anti-jam Inserts and CED coating.
Champ Plus I & II (Surefill Plus)
Star Plus I & II (Rapidfill Plus)
Master Plus I & II (Turbofill Plus)
Champ Dura I & II (Surefill Dura)
Star Dura I & II (Rapidfill Dura)
Master Dura I & II (Turbofill Dura)
2HP Centrifugal Monoblock
Janata Submersible Pumps (Ultima Series)
1.5HP Centrifugal Monoblock (Magna Series)
Openwell Agro Pump (Ultima Series)
In the appliance segment, Crompton launched multiple-mode water heaters, oven toaster grills (OTG), digital air fryers, 800 W mixer grinders, copper motor mixer grinders and sound comfort air coolers.
Amica Plus (10L/15L/25L)
Amica Classic (15l/25L)
Solarium Care (10L/15L/25L)
Solarium Qube IOT (15L & 25L)
We have also forayed into the horizontal water heaters segment with Classic Horizontal.
Instabliss
Gracee 5L
Juno 5L
Hydrajet
Crompton has successfully revitalised the popular 'Bliss' range of instant water heaters by launching appealing options in Instabliss Ivory and Instabliss White. The 5L instant water heaters have emerged as a growing segment. Crompton has been able to sustain a significant presence and reputation in the market through the introduction of its Gracee 5L and Juno 5L models. The Company's success in gaining a substantial market share and visibility on various e-commerce platforms is a testament to its commitment to delivering quality and innovative products to consumers.
Solarium Qube IOT Storage Water Heater
Solarium Care Storage Water Heater
Gracee 5L Instant Water Heater
Crompton’s water heaters received safe health certifications from the doctors of Indian Medical Association. Our BEE certified water heaters include 44 products with a 5-star rating, indicating that they are highly energy efficient and environment friendly.
In the Air Cooler segment, to capitalise on the demand for desert coolers, we witnessed the launch of Ozone Royal 55L/75L/88L, Ozone Classic 55L Wood Wool, Ozone Classic 55L Honeycomb, Zelus Royal 43L and Optimus 125L. These new launches served the purpose of fulfilling the gaps in literage as well as we provide premium features in the mid-segment portfolio. The addition of premium features helps to gain market share and brand recall. Moreover, with the launch of variants of Ozone Classic 55L with Wood Wool and Honeycomb padding, we were able to cater to a wider array of customer demands. We also strengthened our window cooler offerings with the launch of the Optimus WAC 70L Window Cooler.
Optimus 65 IOT
Ozone Royal
Jedi PAC
Optimus Neo
The mixer grinders category has witnessed significant expansion with the introduction of new line extensions to our Questa model. We launched the Questa Royale and Questa DLX, both equipped with a powerful copper motor of 750W and 500W, respectively, offering enhanced performance and durability. Furthermore, we have enhanced our 500W category with the launch of Nigella
Questa Royale
Nigella
With the addition of six new categories, including OTG, Air Fryers, Rice Cookers, Hand Blenders, Electric Choppers and Pop-up Toasters, we have enhanced and diversified our range of small kitchen appliances.
NourishPro DG Air Fryer
Tandoori Magic 45L OTG Royale
SunBrown Pop-up Toaster
Harvest Pro
ChopMaxx
InstaServe Blend SS Stem
We have expanded our product portfolio, particularly in the room heaters segment, by introducing two new offerings. First, we have introduced the Comfy Plus Quartz room heater to augment our existing Quartz heater range. Second, we have ventured into the Carbon heaters segment with the launch of our latest product, the Insta Flare.
Comfy Plus
Insta Flare
Being an innovation-driven Company, we expanded the Innovation Centre with cutting-edge testing and reliability equipment as well as lighting software. We launched several products in consumer and commercial lighting segments.
We have introduced innovations like the Trio range of battens and NightBuddy lamps that address specific consumer needs. In addition to our existing product lineup, we have also expanded our offerings to include Wifi-enabled automated lighting solutions, including smart ceiling lights, battens and lamps.
Table Lamps
Range of Ceiling Lights
Trio Batten
Range of Rope Lightsp>
NightBuddy
Smart Ceiling Lights
Dynaray series of LED lamps
Laser Ray Neo Battens
Range extension in back-up lamps
Galaxy copper string lights
Wanderer Pro Streetlights
Innovative IP 65 rated TECHLITA Batten
Wanderer Plus Streetlights
APLOMADO Pro series Streetlights
FLOGA series luminaires for flame proof application
We recently ventured into the Built-In Kitchen business and launched our best-in-class range of chimneys, hobs, oven and dishwasher with cutting-edge features.
As a leading consumer electrical goods Company in India, we have entered the built-in kitchen appliance market, which is currently worth H2,200 Crore. We plan to become one of the top three players in the segment over the next three years by introducing differentiated products and leveraging our retail network.
We have initially launched the products in 10 city clusters, with plans to expand into 300 cities across the country.
Our product offering is distinct from the competition since it is based on unmet customer demands. Our new world-class R&D centre and traditional strengths in designing motors, electronics and other electrical goods have helped in designing these products. Our engineers and designers have spent months researching and developing the ultimate products that would revolutionise the kitchen appliance market.
Quiet Pro Chimney
Optime Hob
GrandArt Dishwasher
SuperSlim Tablet Hobs
Crompton’s relentless pursuit of excellence has driven the Company to create a robust brand architecture that spans across various categories, enabling it to build a strong and cohesive brand identity. This strategic approach has uplifted Crompton’s brand image and positioned it as a modern and contemporary brand that resonates with the Company’s target consumers. Crompton takes pride in its innovative campaigns that have captivated its consumers and garnered widespread attention throughout the year. The campaigns have been carefully crafted to showcase the Company’s commitment to meaningful innovation.
AbSabkeBudgetMein
As the market leader in fans, Crompton is proud to take the lead in educating consumers about the importance of star-rated energy saving fans. The Company understands that consumers may believe energy efficient fans are expensive. However, with Star-Rated Energy-Efficient Fans, energy saving is now accessible to every household. Crompton’s new marketing campaign, with a High-Impact 360 degree approach, aims to highlight its launch of a wide range of one-star rated fans, which can save consumers at least 30% on their monthly electricity bills. The Company is thrilled to be the first in the industry to promote star rated fans with the campaign, #AbSabkeBudgetMein.
https://youtu.be/62qY7NVAMoQThe Company’s advertisements is featured on over 25 national channels, including popular entertainment channels such as Star Plus and Zee TV, top movie channels like Zee Cinema and Zee Bollywood and news channels like TV9 Bharatwarsh. Additionally, Crompton will have a significant presence on key regional channels in different markets. The Company’s marketing plan includes over 30 regional channels across various genres, including general entertainment, movies and news.
Cropmton’s focus on high-reach platforms such as YouTube, Facebook and Instagram, coupled with targeted advertising on Google Display, Discovery & Quora will allow it to reach its targeted audience with relevant and engaging content. Crompton also plans to maximise its visibility on Google search by targeting a significant share of voice on relevant keywords.
The Company has developed a dedicated landing page for the #AbSabkeBudgetMein campaign. Clicks from its digital campaign will redirect to this page, providing consumers with a better understanding of BEE star rating and the Company’s efforts to lead India’s energy revolution.
During the fiscal year, we launched an effective awareness campaign for our Fans and Air Coolers categories during the summer season. As the market leader in ceiling fans, we aimed to promote our premium range of SilentPro fans. Our presence during 15th Indian Premier League (IPL) matches resulted in a surge in website traffic from high-intent consumers.
To increase our presence in the South India and grow Crompton’s market share in the 5-star fans segment, we launched a 360-degree campaign for Energion series which includes television commercials, digital and social media.
In May 2022, we executed a robust awareness campaign for air coolers that delivered the highest Share of Voice (SOV%) and increased spontaneous recall. Additionally, we set up a ‘Cooling Pod’ for delivery boys at Cyberhub Gurgaon, providing quick relief from the heat in alignment with our coolers’ proposition of ‘Jaldi Cooling’.
At Cyberhub in Gurugram, we implemented a Cooling Pod for our valued delivery agents, offering them swift relief from the scorching heat of summer. Our commitment to the principle of “Jaldi Cooling” was reflected in this initiative, enabling our agents to promptly recover from the heat and refresh themselves with the help of our air coolers.
This year, we collaborated with more than 20 popular influencers to co-create content. Some of these influencers included names such as Tech Boss (3.6 Mn subscribers), Cyber Tamizha (2.4 Mn subscribers), Mr Titanium (1.3 Mn subscribers), Vineet Malhotra (0.8 Mn subscribers), Tech Guide (0.8 Mn subscribers) and many more.
We launched a 360-degree hyperlocal marketing campaign for our Mixer Grinders range in Kerala, West Bengal, Andhra Pradesh and Telangana for the first time. In Kerala, we created a ‘Rangoli setup’ using spices ground using Crompton Mixers Grinders at Lulu Mall to display our Mixers Range and we engaged consumers with activities such as ‘Spin the Wheel’. We also did brand integrations on Flowers TV and ABP Ananda during Onam and Durga Puja.
As a customer centric brand, we are committed to enhancing the shopping experience of our consumers by upgrading our in-store elements. Our recently launched Crompton Plaza stores offer a range of products and features through innovative product displays, in-store elements, customisation, installation support, usage guidance and after-sales support.
Crompton Signature Studios were established to provide consumers with an unparalleled product and brand experience. These studios are well designed to showcase our product and provide a full brand experience. These establishments are managed by trained sales consultants and were specifically created with consumer preferences in mind.
Consumers can experience the full range and benefits of our premium Built-In Kitchen Appliances at our trademark studios. Our long-term ambition is to expand the studio stores in major cities. Our flagship studio features 38 products ranging in price from H15,000 to H80,000, including chimneys, gas stoves and built-in ovens.
As a consumer-centric brand, we are committed to enhance the shopping experience by upgrading our in-store elements and signages at multi-branded outlets using unified brand language. Our Crompton branded multi-brand stores offer a range of products including fans, lights, appliances and pumps. In-store elements showcase the innovative range of product displays giving our consumers a perfect choice for their home.
Visibility for channel partners is enhanced by using high-quality branding elements and product displays. This is helping Crompton to increase preference for the consumers who are already aware of the brand offering through television and digital campaigns. Over 90% consumers prefer to buy products in-store, Crompton multi-brand stores fulfil the consumer need to experience the product before making the purchase decision.
Today, consumers use digital mediums extensively throughout their journey when it comes to purchasing products or services. We leverage digital channels to gather information, compare options, research different brands, look for deals or promotions and ultimately make purchases on marketplaces. This highlights the importance of our digital presence, as it must ensure it is present across all touchpoints, providing relevant information to consumers.
Crompton is focused on achieving and sustaining a considerable Share of Voice (“SOV”) through paid searches in important categories such as fans. We met the aim for a 70% Share of Voice on branded searches, 50% on generic searches and 50% on competitionrelated searches.
To target audiences with high intent, we activated seasonal categories like Water Heaters, Air Coolers and Room Heaters on our search campaigns. We also utilised ‘Google Discovery Ads’ to reach in-market users for these products and to drive traffic to the best-selling product and category pages.
Our top priority was to ensure that we appeared at the top of search results for all consumer queries related to our products, categories, or brands. To achieve this, we focused on driving organic traffic to our website. We identified the top-ranking keywords for Crompton, which contributed to over 60% of the organic search volume and maintained our top ranks on high potential keywords across core categories. However, we also strategically focused on growing categories like BLDC, which led to phenomenal results for Crompton. As a result, we witnessed a 195% growth in organic sessions on BLDC year on year.
We prioritise E-commerce, as more and more consumers are shifting towards online shopping. It’s essential for us to establish a strong presence on platforms like Amazon as almost 66% of shoppers check it while in-store. With continued efforts to build visibility and salience for Crompton products on Amazon we have seen a 25% growth on Glance Views over last year while the universe grew only by 6%. Due to our increased visibility, we have also seen higher conversions and sales on the platform.
Category growth on Amazon - 38%, Crompton grew by 49%.
We delivered a 50% growth in GVs over - With the heat wave across India in Q1, we optimised our spends on the category to capitalise on the increased search volume which led to our Brand GV share increasing to 16.5% compared to 13% LY.
Category growth on Amazon - 38%, Crompton grew by 49%.
GVs grew by 53% over last year - Maintained the highest Brand Share of GV.
Higher visibility and GVs led to higher conversions – No.1 Brand in Market Share on Amazon.
The Company’s investment in technology and digitalisation has enabled it to stay competitive in an ever-evolving marketplace. By leveraging these technologies, Crompton has improved its service delivery and built stronger relationships with its consumers.
Crompton’s investment in technology and digitalisation through the Product Development Module (“PDM”) is a strategic move that has helped it to streamline its product development process. The PDM serves as the one source of data and project management tool for all new product development plans and rollouts, ensuring that the entire process is transparent, efficient and well managed.
Crompton’s focus on digitalisation has enabled it to mature to a stage where 100% of all new product development projects are tracked and reviewed for adherence to the NPD framework on the PDM. This level of visibility and control is essential for ensuring that products are developed on time, cost optimised and of the highest quality standards.
The CRM system application serves as the voice of the customer for our Company, providing us with real-time and accurate feedback directly from our consumers. This feedback can come from a variety of sources, including our portal, website, voice calls, or social media platforms. By leveraging this system, we can capture and address customer concerns quickly and effectively.
The CRM system is designed to ensure that all feedback is captured and assigned to the appropriate service associates for resolution. The system also provides us with valuable insights into customer needs and preferences, which can inform our product development and marketing strategies.
By using a WhatsApp bot to register service requests, our Company is able to improve customer satisfaction by providing a fast and convenient way for consumers to request assistance. Consumers may simply submit service requests at any time of day using a WhatsApp bot, eliminating the need to talk with a customer service representative. The bot can be programmed to provide consumers with relevant information, such as service request status updates, or direct them to the appropriate customer service representative if needed.
The application allows technicians to update the status of a complaint in real-time, ensuring that consumers are kept informed of progress of complaint resolution. Using the technician mobile application also helps to streamline our complaint resolution process, reducing the time and effort required to handle complaints manually. This allows our technicians to focus on providing quality service to our consumers and ensures that complaints are addressed in a timely and effective manner.
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