Crompton is no longer looking at itself only as a fan, lighting or home appliance company. At an event in Mumbai on August 18, the 85-year-old consumer electrical brand unveiled a new strategy called Crompton 2.0, marking its push into connected homes, premium technology and smart energy solutions.
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The company also introduced a new brand identity, along with Crompton Rhion, a premium technology platform, and a wider Energion ecosystem focused on energy efficiency, connected appliances and EV charging.
Crompton says its new approach is built around how people use technology at home today. Instead of selling individual products, the company wants its appliances and energy solutions to work as part of a larger connected setup.
The change is also visible in the company's new visual identity.
Its new emblem, called Cephyr, uses a 12-circle design. Crompton has also added small technology cues to its branding. The dot above the “i” in its “Amazing, Every Day” tagline now resembles a Wi-Fi symbol, while the letter “E” includes elements inspired by a power button and electrical plug.
The company has also introduced a new sound identity that will be used across its digital platforms, products and other consumer touchpoints.
“Crompton 2.0 is our transformation into a diversified, tech-first home solutions platform,” said Promeet Ghosh, Managing Director and CEO of Crompton Greaves Consumer Electricals.
One of the biggest announcements at the event was Crompton Rhion, a new premium technology platform. Its first product is the Rhion Water Biofier, which takes Crompton into the premium water purification market.
So, what makes it different from a regular RO purifier?
Crompton says the Biofier goes beyond conventional multi-stage filtration. The company is focusing on water profiling and mineral balance, with the aim of delivering water that is better suited for daily consumption.
The move comes as Crompton sees room for growth in India's water purifier market. According to the company, the domestic market is worth around ₹5,565 crore, while household penetration remains relatively low. RO technology continues to dominate the segment.
Crompton is also giving its Energion platform a much larger role. The platform, which already includes energy-efficient technologies such as BLDC motors, is being expanded to cover more parts of the energy chain.
This includes smart energy conversion, storage, renewable energy and EV charging. The company is also looking at residential solar solutions and energy products for businesses.
That appears to be the larger goal. With Crompton 2.0, the company is moving beyond its traditional electrical appliance business and putting connected technology, premium products and energy solutions at the centre of its next phase.