Market share:

According to a survey made by G. F. C only 40% fans in the market are from recognized and
registered firms remaining 60% are private and unregistered firms. Their product’s sale in
KARACHI is stronger and their market share is 18% out of 40%.

Gaps identified by GFC Fans:

Energy crisis:
Pakistan’s energy crisis has been the most pressing national issue in recent times. The energy
shortfall has affected the industrial sector productivity and export performance particularly.
The issue affects the day-to-day life of Pakistanis, so much so that the energy crisis was central
to the manifesto of major political parties contesting in the last elections.

The gap between the Pakistan’s supply and demand is around 5000-5500 Megawatt even
though we have an installed capacity of 24,000MW but can operate only 15-16,000
megawatts due to oil supply issues, wrong and inefficient energy mix etc. The gravity of this
issue can be estimated from this fact that Pakistanis spent Rs30 billion last year on UPS and
battery chargers alone.
Reducing the energy shortfall needs strategic policies on infrastructure development,
alternating the energy mix and solving the circular debt problem. However, energy crisis is not
just a supply side issue. It is also a demand side issue as Pakistan has been using inefficient and
high energy consuming electronic appliances which consume a lot more energy than they
should. According to a media report, 67 percent of energy consumption stems from energy
inefficient appliances such as lights and fans and another study by RAFTAR (Research and
Advocacy for the Advancement of Allied Reforms) shows that households waste 25 percent of
electricity due to inefficient appliances.

Gap plugged in:

In order to reduce energy demand, the government of Pakistan started an energy conservation
initiative in collaboration with World Bank. According to this energy conservation programme,
the government introduced star-based energy labelling for local electronic appliance
manufacturers. The average locally manufactured ceiling fan consumes between 100-150
watts. The government through NEECA (National Energy Efficiency Conservation Authority)
wanted to bring down energy consumption to 60-70 watts. In order to achieve this end,
consultative meetings were held with leading fan manufacturers; however, most fan
manufacturers were apprehensive about developing a higher priced energy efficient fan for the
Pakistani market.
Despite opposition from other manufacturers, GFC Fan Company took the lead in development
of star rated energy efficient fans in Pakistan. Under the leadership of Nabeel Ilyas, who was
also the chairman of PEFMA (Pakistan Electric Fan Manufacturers Association) at that time,
they focused on research and development and altered their production method swiftly.
Consequently, GFC became the first fan company producing energy efficient fans which
consumed less than 40 percent energy of what the traditional heavy, cast iron fans would
consume. GFC Fans were also the pioneers in printing the official security sticker which
consumers could scratch, then send SMS to 9460 and verify if the rating for energy efficiency
is genuine or fake by receiving a message from NEECA. Following their footsteps, other major
manufacturers also started doing the same.

Nabeel Ilyas, COO of GFC Fans and president of PEFMA, said that now the government has
adapted a very stringent procedure for fan testing which they were the first ones to follow. The
applicants need to send samples to the accredited laboratory for testing the fans and after testing
in accordance to the standards of minimum energy performance standard, they issue a test
report to NEECA (National energy efficiency and conservation authority) and on the basis of
this report, the rating is to be issued. The higher number of stars means better quality and
improved energy efficiency of the fan. He also said that GFC fans received three-star energy
efficiency rating which is the highest industry standard for energy conservation. The result of
this initiative would be an overall reduction in domestic energy consumption which would
reduce the domestic demand and consequently would contribute in solving the energy crisis as
well. It is estimated by RAFTAAR that if all the fans of Pakistan are replaced by energy
efficient fans, it can reduce the total quantum of load shedding by 39 percent at existing
consumption.

Energy conservation is need of the hour. It is not only important from a patriotic perspective;
it is also important from an individual perspective to lessen the burden on our pockets. So,
given the above-mentioned figures and facts, it is imperative to use energy efficient fans
bearing a Pakistan energy label and an official scratch code from NEECA to save energy not
only for the country but for our own savings as well.

GFC Fans is using brand spectrum as their digital agency:

GFC Fans has confirmed its appointment of Pakistan's Brand Spectrum as the agency for its
digital account. Founded three months ago by Anwar Kabir, the former executive director of
McCann, Brand Spectrum will be providing GFC Fans with an integrated solution that will
help the consumer appliance player establish a strong position in the Asia Pacific region. The
approved strategy is grounded in the deployment of third-party bloggers, influencer
marketing, and key opinion leaders. On the subject of appointing Brand Spectrum, Nabeel
Ilyas, the COO of GFC Fans shared that, "Our target audience spends a lot of time on digital
and we were looking for a partner that helps us reach out to our TG not only on social media
but also help manage our Digital PR and Digital Activations. Brand Spectrum offered a
unique solution to us. They are not only helping in our digital strategy but also managing
integrated digital marketing solutions for all our needs." In an economic climate where
agencies struggle to improve their margins, the former executive director of McCann
launched his own advertising agency. In three months, Brand Spectrum has closed six clients,
three of which are regional market leaders. The client portfolio of Brand Spectrum also
includes Marhaba Laboratories and FAST Cables.

GFC is known for:

 A unique product which has been developed by G. F. C, and no other country
manufactures a pedestal fan like ours. This product is most useful in the hot tropical
humid climates. We want to mark this product throughout the world, and we foresee
this product to dominate the entire International market. We want to set up an
excellent after-sales-service, And spare parts supply service to each country. We also
want to set up home service centres throughout the world. We believe that within 10
years; We can achieve an export target of US Dollars 40 Million.
 General Fan Company (Pvt) Ltd. is a pioneer in the export of electric fans from
Pakistan. To initiate the export from Pakistan we participated in International
exhibition for electrical appliances in 1993 in Abu-Dhabi. Export countries of GFC
fans are, SAUDI ARABIA, YUMAN, AFGHANISTAN INDONASISA, DUBAI,
UNITED KINGDOM, UNITED STATE OF AMERICA. G. F. C. has been getting
the Export Trophy from FPCCI for the export of electric fans for many years.

References:
https://www.campaignasia.com/article/gfc-fans-appoints-brand-spectrum-as-
digital-agency/437396
https://nation.com.pk/11-Sep-2017/gfc-manufacturing-energy-efficient-fans