Case Study

Product design for next-gen smart appliances - Orient Electric

Preparing an industry leader for the smart future​
Orient Electric Smart Appliances

Turnkey Projects Delivered​


Years of Engagement


Our engagement with Orient Electric spans over a decade of collaboration. Orient Electric is India's largest manufacturer of exporter fans in India with more than 60% share in exports. They provide premium lifestyle home solutions across segments including – fans, home appliances, lighting, switchgears and have presence over 40 countries. 

Orient Electric needed to ensure its legacy products look desirable, contemporary, and smart to meet the aspirations of millennials. Observational research along with our design thinking and engineering expertise was translated across their range of products.


Orient Electric as a brand is on a fast-paced transformation. With customer centricity being its key focus, our challenge was to elevate the brand experience across all touchpoints.

Be it designing products to cater to their ultra-modern customers or aligning the designs with their 'switch to smart' campaign, we have been Orient Electric's strategic design partner, and contributed in their growth journey.

"Tata Elxsi has been partnering with Orient Electric's R&D team for designing the next generation products. We have benefited largely from Tata Elxsi's ability to understand consumer aspirations and blending technology and creativity to create world-class solutions.

It has indeed been a pleasure working with the team who have helped in developing insight-led designs."pleasure working with the team 
who have helped in developing insight-led designs."​​​

Sameer Tandon Sr. VP & Business Unit Head - Fans, Orient Electric


By building a customer-centered culture of innovation through our design thinking expertise, we lay the groundwork to help Orient Electric launch a whole new range of products across categories. 

The products designed by us cater to the latest consumer taste of ultra-modern urban living. Our work ranged from designing electric water heater, tower cooler, ceiling fans to name a few.

Product design with Tata Elxsi
Smart water heater design for Orient
Smart Cooler Design for Orient


In this 7+ years long partnership, we have helped Orient Electric to launch some award-winning products / solutions and build a culture of design first approach. We have also been a preferred Design and Engineering partner for their largest product category - 'Orient Air Coolers'.

The current products launched by Orient Electric are not only smart and user-friendly, but they also meet the requirements of fast changing consumer needs. 

Services rendered

Tata Elxsi

  • Consumer Research & Strategy
  • New Product Innovation
  • Product Design
  • Design Engineering
  • Prototype Development

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