KOLKATA: To commemorate completion of 75 years of business in 2013, Bajaj Electricals, has kept aside Rs 15 crore out of the Rs 60 crore earmarked for advertising and promotion during fiscal 2013-14 for both above the line (ATL) and below the line (BTL) activities. The company has tapped all media and even created a software application (app) to mark the occasion.
What’s more, the manufacturer of lights, fans and home appliances is targeting a sales turnover of Rs 5,000 crore in fiscal 2014-15.
Bajaj Electricals chairman and managing director, Shekhar Bajaj, confirms: “In the current fiscal (2013-14), we are looking at a turnover of Rs 4,200 crore. In the next fiscal (2014-15), the company is looking at a turnover of Rs 5,000 crore.”
Of Bajaj Electricals’ six strategic business units - engineering and projects, home appliances, fans, lighting, luminaries and Morphy Richards – the company will continue to focus on home appliances, wherein it is practically the market leader.
“Every year, on an average, the company sells 37 lakh irons and more than 15 lakh mixers,” informs Shekhar Bajaj, stressing that the company will remain focused on low-end home appliances and will not venture into the white goods’ sector. “We are practically the market leader in almost the entire home appliances segment comprising fans, toasters, OTG and others. We have a competitive edge in that segment,” he adds.
As for engineering and projects, Bajaj Electricals joint managing director Anant Bajaj informs that as on 1 December, 2013, the division’s order book stood at Rs 2,100 crore approximately. Of which, orders worth nearly Rs 1,000 crore are from rural electrification projects, a majority of them under the Rajiv Gandhi
Gramin Vidyutikaran Yojana. Plus, the unit will start the next fiscal (2014-15) with an order book of about Rs 1,500 crore; he adds.
The engineering and projects vertical clocked revenues of Rs 1,200 crore in the current fiscal and is looking to clock Rs 1,500 crore in the next fiscal, concludes Anant Bajaj.