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Orient Electric Ad Spend Rises Over 10% As Q2 Revenue Grows 25%

Ad Tribe! Bureau2 min read
Halftone paper cutout of a three-blade ceiling fan and a megaphone on a flat tangerine orange background

Orient Electric ad spend rose by more than 10% year on year in Q2 FY27, as the fans, lighting and switchgear maker put more money behind premium products. Revenue for the quarter rose 25.2% to Rs 879 crore, and profit more than doubled to Rs 27 crore.

  • Advertising and marketing spend: Up more than 10% year on year
  • Media focus: Airports, outdoor and digital, aimed at premium audiences
  • Revenue: Rs 879.3 crore, up 25.2%
  • Profit after tax: Rs 27.1 crore, up 124.4%

Why Orient Electric Ad Spend Went Up

"Fair to look at it on a year-on-year perspective, we've spent more than 10% of what we had spent last year on our advertising and marketing spends," Ravindra Singh Negi, managing director and CEO, said on the earnings call. "Sequentially, it may not be a right way to look at it, because quarter 1 is obviously a heavy fan season."

"On the brand front, we continue to strengthen visibility across airports, outdoor, and digital media, with a focus on engaging premium audiences and reinforcing our technology-led positioning," Negi said.

Management said new products launched in the quarter accounted for more than 30% of fan revenue, and premium products for around 40% of the fan mix. Launches include the Aero Silent, Ecotech Volt and Aero O2 fans and the Harrier wall fan. The company said its BLDC fan portfolio grew 26%.

Service, Influencers and Quick Commerce

"We're also strengthening the consumer experience even deeper through Project Samvad, our customer service enhancement initiative, which is helping us sharpen consumer insights and enable faster resolution through AI-led capabilities," Negi said. The company is also working with specifiers such as architects and interior designers.

Quick commerce is now around 15% of digital revenue and grew almost 100% year on year, management said, while e-commerce grew at a high double-digit rate.

The Q2 Numbers

EBITDA rose 49.7% to Rs 56.8 crore, with the margin up 106 basis points to 6.5%. Gross margin narrowed to 29% from 31.5%. Lighting and switchgear revenue rose 25.7% to Rs 329 crore. The company raised prices by 3% to 6% across categories during the quarter to offset copper and aluminium costs, and by about 3% more in select categories in October.

The results are in Orient Electric's Q2 FY27 press release of 15 October.

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