Case Study

About Atomberg
Founded by IIT & IIM Graduates in 2012, Atomberg is one of the fastest growing companies
in the consumer durables industry. Atomberg’s vision is to leverage its tech expertise to create
high quality and reliable household products that solves real problems faced by the Indian
consumers. (To know more visit: https://atomberg.com/)
Currently, Atomberg manufactures & sells ceiling, pedestal, table, wall and exhaust fans.
These fans run on super-efficient BLDC motor, which consumes 60-70% less electricity while
giving the same air delivery. In addition to being energy efficient, these fans are also remote
controlled, voice-controlled, and runs 3 times longer on inverters. Atomberg fans are
currently the best-rated fans on most e-commerce websites (Amazon, Flipkart etc). Our Retail
reach is around 7000 counters across 100 cities and is projected to increase to 15,000 by
March 2022.
After disrupting the way India looked at ceiling fans, Atomberg is now ready to take the
kitchen space with their new Mixer Grinder Launch – MG1.
The Atomberg MG1
The MG1 fits where other mixer grinders
can’t. Its compact design, inspired by the
minimalist art movement, allows you to
store it in tight spaces. It comes with 4
jars – a Liquidizing jar, a Dry Grinding jar,
a chutney jar and a chopper jar. Product
will be available in 2 variants – Mixer
Grinder with Chopper Jar & Mixer
Grinder without Chopper Jar.
What makes Atomberg MG1 a cut above the rest?
1. Inverter Technology – With the help of Inverter Technology, Atomberg MG 1 provides
higher torque and better grinding at lesser wattage as there are no power losses due
to motor heating or friction.
2. Slow Mode - The Slow Mode grinds anything ever-so-slightly. It retains the texture
because not everything needs to be mashed and finely- powdered. Best used for
applications like chutney, butter churning, mayonnaise and making hummus, etc.
3. Safety Feature - The MG 1 will only work when the knob is turned to zero and the jar
is fixed correctly, without that the LED will be indicating orange colour. Once the knob
is at speed zero and the jars are fixed properly, the orange LED will turn to blue.
Spillage and mishaps are not MG 1’s specialty
4. Intelligent Motor - At the heart of the MG 1 is an intelligent motor that enhances your
grinding experience.
a. LED indicates the user to turn off or lower the speed of the mixer as soon as it
senses that the motor is getting heated, or the inconsistency in voltage. It
maintains 15000 RPM speed at less power consumption for light-load applications
such as juices whereas the motor can reduce the RPM to as low as 10000 to
maintain power within the set parameter (to avoid the motor from tripping)
b. The MG 1 will only work when the knob is turned to zero and the jar is fixed
correctly, without that the LED will be indicating orange colour. Once the knob is
at speed zero and the jars are fixed properly, the orange LED will turn to blue.
Spillage and mishaps are not MG 1’s specialty.
5. Pulse Mode - Separate Button for Pulse
Mode High torque fast/quick grinding.
6. Minimal Interface with gradient LED lights
that indicate speed – All the above modes
can be achieved by only 1 knob and 1
button. The gorgeous gradient LED lights
indicate various operating speeds and even
lets you know if the jar is placed wrong.
Technical Specifications

Motor BLDC Motor (480 W)

No Load Speed 14000rpm (approx)
With load speed 11000 (approx)
Power Consumption 485 W
Voltage 230 V
Speed Options 4
Material of Body ABS
Material of Jars Stainless Steel (Except Chopper Jar)
Material of Chopper jar PC
Product Gross Weight 5 KG (Approx)
Grinder Type Wet & Dry
Warranty 2 years
Colour Variants Black & Red Wine

Questions
Based on your understanding of the case study, you are expected to answer the following
questions.
1. Critically discuss the segmentation strategy, basis for segmentation and important
characteristics of each segment for the launch of Atomberg MG 1. Identify the ideal
Target Group for Atomberg’s MG1 and evaluate potential and commercial
attractiveness of the group.
2. Develop detailed product positioning and devise a targeted communication strategy
for the launch of MG 1.
3. Formulate a brief Go to market strategy for Atomberg MG1 in both the online & offline
channels.
Come up with answers to the above-mentioned questions and submit a PPT of 5-6 slides. Use
data & assumptions wherever necessary (mention references in case of usage of external
database).

Exhibit 1
Mixer Grinder Market in India
Overall, the SDA (Small Domestic Appliance) market size in India was estimated at Rs 10,000+
Cr in 2019. The market is dominated by the Food Prep and Garment Care segments with ~75%
contribution. Within the Food Prep segment, Mixer Grinder drives the highest contribution
with a total market size of Rs 3600 Cr. MG market is expected to grow at 6% CAGR in the next
5 years. The market is highly cluttered with many national, regional and local players.

Price Segments
Percentage Percentage
Segments Price Brands
(by value) (by volume)
Entry <2000 10% 15%
Bajaj
Value 2000 26% 33%
Philips
Value Added 3000 37% 35% Preethi
Premium >4000 27% 17% Atomberg

Amazon Bestsellers -
https://www.amazon.in/gp/bestsellers/kitchen/4375446031/ref=zg_bs_nav_k_3_2088589031

For more insights on SDA market, you can refer https://redseer.com/reports/kitchen-

appliances-market/