Orient Electric Limited, part of the diversified USD 1.8 billion CK Birla Group, recently launched a new range of lifestyle portable in distinctive designs, to meet the changing climatic conditions and prolonged summers, increasing dust and air pollution, shrinking spaces and need for more personalised cooling solutions that highlighted the need for solutions beyond the traditional ceiling and table fans.

Atul Jain, Sr. Vice President & Business Head, Fans, Orient Electric Limited said that the need for safer portable fans for kids, better air circulation in air-conditioned rooms, far more personal need for air in confined spaces like puja rooms were some of the insights that inspired the company to find solutions for consumers beyond traditional ones.

“With rising incomes and aspirations, along with increased exposure to digital & global lifestyle and technologies, individualisation trend is catching up fast in consumer durables space. Consumers today want to have individualised solutions that make life simpler and experiences better,” he said, adding that Orient’s luxurious breed of mobile lifestyle fans is sure to interest the modern aspirational consumers and add glam quotient to their home and office interiors.

Orient Electric launched four fans in its Lifestyle series comprising Orient Bladeless, Orient Monroe tower fan, Orient Auctor and Orient Proteus luxury box fan.

Describing Orient Electric as the largest manufacturer and exporter of fans from India with brand presence in over 35 countries, he said the company has its state-of-the-art manufacturing facilities in India, besides well-organised distribution network driven by over 4000 dealers, 1,00,000 retail outlets and a strong service network covering more than 320 cities.