Crompton targets ₹250-300 crore revenue from super-premium Rhion brand
Crompton Greaves Consumer Electricals has launched a super-premium brand called Rhion, starting with a water purifier. The company plans to invest significantly in product development and specialized sales strategies to capture the high-end market.
Why it matters
This move represents a strategic shift for a legacy consumer goods company attempting to move up the value chain and diversify into new energy-related adjacencies.
Crompton Greaves Consumer Electricals is targeting revenue of ₹250-300 crore from its newly launched super-premium brand Rhion over the next three years, Group Chief Financial Officer and Head of Strategy Kaleeswaran Arunachalam said.
The company has invested around ₹30 crore in Rhion so far, primarily towards product development, brand initiatives, and tools and dies. It has separately spent ₹100-120 crore on expanding its manufacturing capabilities, Arunachalam said on the sidelines of Rhion’s launch in Mumbai. Rhion marks Crompton’s entry into the super-premium segment .
“This is only the first of many products to come,” Arunachalam said, explaining the company’s decision to launch a water purifier as Rhion’s first product.
Rhion’s first product, the Water Biofier, will initially be launched in select cities across Tamil Nadu and Bengaluru. The company will use the initial rollout to gauge consumer response before expanding the product to other markets.
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