The planning worksheets that sit behind the proposal: how we will read progress, what we will change when the numbers move, and how the target account list is built. They are working drafts and change as we learn. Nothing here is final until it is marked agreed.
Early signals tell us the plan is working long before orders can. Outcomes confirm it later.
Production is about six months after adaptation starts, so most of the six month plan is spent in the early part of the buying journey. We therefore report two kinds of measure side by side. Lead indicators move first and can be steered. Lag indicators are the outcomes we are really after, and they arrive later.
Posts published and phases delivered on schedule.
Engagement per post, OEM roles among new followers, follower growth.
Target companies where two or more roles engage.
Enquiries through the contact form, search position for the Avartan name, AI search mentions.
Adaptation projects and design wins follow the six months.
| Measure | Type | Target in the proposal | When we expect movement |
|---|---|---|---|
| Adaptation phases delivered | Activity | 4 of 4 | Month by month, on the calendar |
| Posts published | Activity | 72 | Every week |
| Average engagement per post | Lead | 3 to 5% (proposed) | From Month 1; recalibrate after one month of data |
| Share of new followers in OEM roles | Lead | Rising, month on month | Months 2 to 4 |
| LinkedIn followers | Lead | 2,500+ by Month 6 | Steady growth across all six months |
| Reputable referring domains | Lead | Rising, month on month | Months 2 to 6 |
| Target companies with two or more roles engaging | Strong lead | Track from Month 2 | Months 3 to 4 onwards |
| Enquiries through the contact form | Lag | Set at baseline | Months 4 to 6, and beyond |
| Search position for the Avartan name | Lag | Position 1 to 3 (13 in October 2026) | Months 3 to 6 |
| AI search mentions | Lag | Above zero (0 in October 2026) | Months 3 to 6 |
A small number of high value OEM enquiries is normal in this market. For the first six months the lead indicators carry the story, and the enquiries confirm it.
A measure is only useful if it tells us what to do next.
Activity and engagement are looked at weekly. The lead and lag measures are reviewed together each month. A mid point review at the end of Month 3 checks the direction, and the paid review at Month 6 sets the next phase.
| If we see | It probably means | We change |
|---|---|---|
| Engagement is up, but few OEM roles are engaging | The posts attract the wrong audience | Rework the subject and the audience of the Presence posts |
| OEM roles engage, but few companies show two or more roles | One role is reached, the rest of the buying group is not | Add posts written for the missing roles, such as procurement or manufacturing |
| Companies engage, but there are no enquiries | The invitation is not clear or not timely | Strengthen the call to action and test a short technology overview offer |
| Enquiries arrive, but few are a fit | The message attracts curiosity, not need | Tighten the audience and state the adaptation timeline more plainly |
| Paid cost per engaged OEM role keeps rising | An audience is saturated or weak | Pause the weakest role audience and move budget to the strongest |
We track companies, not individuals, and the list stays inside the team.
The proposal calls for a target account list of OEMs in the product categories AVARTAN SRM can serve today. It is built in Month 1, used to build the role audiences and the retargeting pools, and refreshed monthly. Advertising speaks about the platform, never about a named company or category.
| Category | What we look for |
|---|---|
| Ceiling fan makers | Established brands and specialists who sell efficiency, and where a magnet free motor is a differentiator |
| Industrial and HVLS fan makers | Specialist makers where the motor is the heart of the product and in house motor design may be limited |
| Mixer grinder and food processor brands | Kitchen appliance makers where motor cost, noise and torque matter |
Client input, 21 October 2026: the list leans on traditional names. Aim for a balance of established brands, which carry volume, and newer brands, which may be more receptive to innovation. The proportion is to be confirmed. Roughly half and half in each category is the starting idea.
Size of the list: a focused set of about 25 to 40 companies is proposed, to be confirmed with Avartan. The first named list is on Sheet 6.
Every target is read against where we start, so the starting numbers are written down first.
| Measure | Baseline | Status |
|---|---|---|
| Search position for the Avartan name | Position 13 (October 2026) | Recorded |
| AI search mentions | 0 (October 2026) | Recorded |
| LinkedIn followers | To be counted | Month 1 |
| Average engagement per post | To be measured | Month 1 |
| Share of followers in OEM roles | To be measured | Month 1 |
| Reputable referring domains | To be counted | Month 1 |
| Enquiries through the contact form | Not tracked yet | Month 1, once tracking is on |
A few decisions are best made together, once the first month of data is in.
A first list of companies in the three product categories, with the senior roles to reach in each.
This is a starting list from public sources as of 11 October 2026. Names and titles are as published by the company or in the press. No personal contact details are held. Every name is checked on LinkedIn before outreach, and the list is refreshed monthly.
Balance: the starting list is mostly established household names, plus three HVLS makers and one newer brand (Atomberg, which is also a likely competitor). A first set of newer brands, to verify, follows the table below.
| Priority | Company | Application | Why a fit | Named roles |
|---|---|---|---|---|
| A | Aadhya Airtek (Bengaluru) | Industrial and HVLS fans | Bengaluru HVLS maker already moving from induction to PMS/BLDC gearless models, local to Avartan, likely lacks in-house motor design | 1 |
| A | Marut Air Systems (Ahmedabad) | Industrial and HVLS fans | Established HVLS maker, 70 RPM direct-drive models, motor performance is the product | 0 |
| A | Bharat Brayan HVLS Fans (Chennai) | Industrial and HVLS fans | Founded 2011, HVLS plus BLDC fans, a motor and controller partner would add range | 0 |
| A | Crompton Greaves Consumer Electricals | Ceiling fans; mixer grinders | Top-three fan OEM with a kitchen appliance range, premium BLDC fan push, tech head recently appointed | 3 |
| A | Orient Electric | Ceiling fans | CK Birla group fan specialist with a dedicated Fans business unit | 3 |
| A | Usha International | Ceiling fans; mixer grinders | Fans and kitchen appliances under one appliances business | 2 |
| B | Havells India | Ceiling fans | Largest fan range in the group, CTO runs the research centre | 1 |
| B | Bajaj Electricals | Ceiling fans; mixer grinders | Consumer products business covers fans and mixer grinders | 2 |
| B | TTK Prestige | Mixer grinders | Largest Indian kitchen appliance maker, mixer grinder motors are a core cost and quality item | 2 |
| C | Atomberg Technologies | Ceiling fans | BLDC fan leader with its own motor and components subsidiary (Atomberg Innovation), more likely a competitor than a buyer, track and watch | 2 |
First pass from trade round-ups and company pages. Founding years and sizes are self reported or from directories, so each one is to verify before it joins the list. No people are named yet.
| Company | Category | Why counted as newer | Why a fit | Status |
|---|---|---|---|---|
| Lifelong Online Retail (Gurugram) source | Mixer grinders; ceiling fans | Digital first brand, started 2015 with mixer grinders, now 160+ products | Sells both mixer grinders and ceiling fans, so one relationship covers two categories | Verify |
| upliance.ai | Smart kitchen, food processing | Founded 2021; seed round of about INR 34 Cr led by Khosla Ventures | A new appliance maker building motor driven blending and cooking products, likely open to new motor technology | Verify |
| Polycab India source | Ceiling fans | Cable maker that moved into fans around 2014; launched its Super ROI BLDC range in April 2025 | A large group building out its fan range, with a BLDC push | Verify |
| Superfan (Coimbatore) | BLDC ceiling fans | Founded 2010; says it was the first BLDC ceiling fan brand in India | A BLDC specialist where the motor is the product | Verify |
| Austar Technologies (Ahmedabad) source | HVLS fans | Established 2018 per directory listings; gearless HVLS range | A newer HVLS maker where the motor is central | Verify |
| Bigvent Fans (Gurgaon) source | HVLS fans; ceiling fans | Founded 2016, per its own site | A newer maker across HVLS and fans | Verify |
| Victura, Colorbot, Longway | BLDC ceiling fans | Direct to consumer challengers named in 2025 to 2026 round-ups; founding years not found | Value focused BLDC brands, may want a differentiated motor | Verify |
| Candes (Delhi) | Mixer grinders; small appliances | Online first appliance brand; founding year not found | Appliance challenger | Verify |
| MecTURING (Nashik) | Smart mixer grinder | Founded 2018 | Small, but builds a smart mixer grinder | Verify |
| Beyond Appliances | Smart kitchen | USD 2 Mn seed round; founding date not found | India specific smart kitchen products | Verify |
Also on the radar: Wonderchef (founded 2009, has raised over USD 30 Mn), a middle aged brand rather than a new one. Atomberg is already listed above.
Public professional roles only, from company pages, funding news and profiles. No contact details. Titles change often, so each is checked on LinkedIn before outreach. “Not found” means the searches did not surface a name.
| Company | Role | Name | Note | Status |
|---|---|---|---|---|
| Lifelong Online Retail | CEO and co-founder | Bharat Kalia | Per the company about page | Verify |
| Lifelong Online Retail | COO and co-founder | Varun Grover | Per the company about page | Verify |
| Lifelong Online Retail | Product | Winkle D | Listed as Director of Category and Product by a data site; a product head may sit above this role | Verify |
| upliance.ai | CEO and co-founder | Mahek Mody | Per funding and interview coverage | Verify |
| upliance.ai | CTO and co-founder | Mohit Sharma | Per YourStory and Dealroom; one site lists only the CEO | Verify |
| Polycab India | Marketing and FMEG | Nilesh Malani | Chief Marketing Officer as of a 2022 interview, may have changed. No named head of the fans business found | Verify |
| Polycab India | Executive Director and CFO | Gandharv Tongia | Spoke on FMEG in a 2023 interview; not a product role | Verify |
| Superfan (Versa Drives, Coimbatore) | Managing Director | Sundar Muruganandhan | Per a government innovation listing | Verify |
| Superfan (Versa Drives, Coimbatore) | Director | Durgasharan Krishnamurthy | Co-founder with the Managing Director, per company listings | Verify |
| Austar Technologies | CEO | Viraj Panchal | Per a directory listing (IndiaMart) | Verify |
| Beyond Appliances | CEO and co-founder | Eshwar K Vikas | Per funding news | Verify |
| Beyond Appliances | CTO and co-founder | Rakesh Patil | Per funding news | Verify |
| Candes | Co-founders | Sandeep Agarwal and Vipin Agarwal | Brothers; no CEO title found, titles may have changed since 2021 coverage | Verify |
| Bigvent Fans | Leadership | Not found | Search returned only an unrelated US company; check the company site and MCA records | Verify |
| MecTURING | Leadership | Not found | Check the company site and MCA records | Verify |
| Victura, Colorbot, Longway | Leadership | Not researched | Founding details were not found; check each company site | Verify |
A: closest fit to AVARTAN SRM today. B: strong brands where the motor decision sits with a larger organisation. C: watch list, a company that builds its own motors.
| Company | Role audience | Name | Title as published | Status | Source |
|---|---|---|---|---|---|
| Aadhya Airtek (Bengaluru) | CEO / Founder | Name to be found | Founder | To find | Source |
| Marut Air Systems (Ahmedabad) | CEO / Founder | Name to be found | To find | Source | |
| Bharat Brayan HVLS Fans (Chennai) | CEO / Founder | Name to be found | To find | Source | |
| Crompton Greaves Consumer Electricals | CEO | Promeet Ghosh | Managing Director and CEO (since 1 May 2023) | Published | Source |
| Crompton Greaves Consumer Electricals | CTO | Anita Pansare | Head Innovation and Chief Technology Officer | Verify | Source |
| Crompton Greaves Consumer Electricals | Product / business head | Anand Kumar N | Head of kitchen appliances (also oversees pumps) | Published | Source |
| Crompton Greaves Consumer Electricals | Procurement | Name to be found | To find | Source | |
| Orient Electric | CEO | Ravindra Singh Negi | Managing Director and CEO (from 31 May 2024) | Published | Source |
| Orient Electric | Product / business head | Atul Jain | Executive Vice President Fans BU and International Business | Verify | Source |
| Orient Electric | Manufacturing | Arvind Singh | Vice President and Head of Manufacturing - Fans | Verify | Source |
| Usha International | CEO | Madhav Mani | CEO (appointed 2025) | Published | Source |
| Usha International | Product / business head | Sriram Sundresan | President - Appliances (appointed Jan 2025) | Published | Source |
| Havells India | CTO | Dipesh Shah | Chief Technology Officer and President - Havells CRI | Published | Source |
| Havells India | CEO | Name to be found | To find | Check annual report | |
| Bajaj Electricals | CEO | Sanjay Sachdeva | Managing Director and CEO (per profile) | Verify | Source |
| Bajaj Electricals | Product / business head | Vishal Chadha | COO - Consumer Products (appointed Aug 2024) | Published | Source |
| TTK Prestige | CEO | Venkatesh Vijayaraghavan | Managing Director and CEO | Published | Source |
| TTK Prestige | Manufacturing | B. Srikanth | Chief Manufacturing Officer | Verify | Source |
| Atomberg Technologies | CEO and Founder | Manoj Meena | Founder and CEO | Verify | Source |
| Atomberg Technologies | Co-founder | Sibabrata Das | Co-founder | Verify | Source |
Published: from a company announcement or exchange filing. Verify: from a third party profile, so confirm before use. To find: no name found yet. Leadership changes often, so titles can be out of date.
Client input, 21 October 2026: also reach the standards bodies and other organisations that shape the industry. Draft: to clear with the client
Approach: follow and engage on LinkedIn first, then a short, non sales introduction that offers a technical briefing. No specifications, no customer names, one call to action: Connect with our Engineering Team. Regulators are not cold pitched. The magnet free supply chain article and the “how does an OEM choose” article are the natural things to share.
Start with five: BIS, BEE, EESL, IEEMA and AMCA International. That covers standards, efficiency labelling, a large buyer, industry events and the HVLS fit.
| Body | Why it matters | Suggested touch |
|---|---|---|
| Bureau of Indian Standards (BIS), rotating machinery committee | Writes the standards for motors, fans and appliances | Follow and engage, then offer a technical briefing on switched reluctance |
| Bureau of Energy Efficiency (BEE) | Runs star labelling for fans and appliances | Briefing note on efficiency labelling and where SR fits |
| EESL (Energy Efficiency Services Limited) | Bulk buyer of efficient fans and appliances | Briefing, with the supply security angle |
| Ministry of Mines: critical minerals and rare earth magnet schemes | Policy on rare earth dependence, which is Avartan’s core message | A point of view piece on magnet free motors as a supply security answer |
| Ministry of Power and MeitY | Funding and policy for efficient equipment and components | Follow and watch for scheme updates |
| NITI Aayog | Policy think tank on critical minerals and energy | Share the supply chain pillar article |
| Central Power Research Institute (CPRI) | Government test lab for electrical equipment | Introduction, for testing and validation |
| Body | Why it matters | Suggested touch |
|---|---|---|
| IEEMA, which also runs ELECRAMA | Biggest voice for the electrical industry, and an events route | Follow, engage, ask about the event calendar |
| CEAMA (consumer electronics and appliances manufacturers) | Reaches the food processor and mixer grinder makers | Follow and engage |
| ELCINA (electronics industry association) | Electronics and controller ecosystem | Follow and engage |
| CII, FICCI and ASSOCHAM | Broad industry and policy forums | Follow and watch for relevant forums |
| International Copper Association India | Promotes efficient motors | Follow and engage |
| AEEE and CLASP | Efficiency policy groups that work with BEE on fans and appliances | Follow, share the efficiency posts |
| Body | Why it matters | Suggested touch |
|---|---|---|
| IEEE India and the IEEE Power Electronics Society | Engineers and motor researchers | Follow and engage |
| IIT and IISc motor and power electronics groups | Credibility and talent | Follow, share the technical explainers |
| CEEW and TERI | Think tanks on critical minerals and energy | Share the supply chain pillar article |
| Body | Why it matters | Suggested touch |
|---|---|---|
| IEC technical committee for rotating machines (IEC 60034 series) | Global motor standards | Follow |
| AMCA International (Air Movement and Control Association) | Fan standards including efficiency ratings and HVLS: the most direct fit | Follow, engage, ask about members and events |
| NEMA (US) | US electrical manufacturers body | Follow |
| US Department of Energy and ENERGY STAR | US fan and appliance efficiency rules | Follow and watch |
| Eurovent and CEMEP | European fan and motor manufacturer bodies | Follow and engage |
| IEA Electric Motor Systems annex | Global efficiency work on motors | Follow |
A running record of thoughts, client input and investor comments. Newest first. Nothing here changes the plan until it is cleared.
| Date | Topic | Note | Status |
|---|---|---|---|
| 5 Nov 2026 | First post time | The first post goes out at 8:00 AM India time on Friday 6 November 2026. Shown on the calendar, the post list and the next post tile. | Done |
| 5 Nov 2026 | Post 1 video chosen | The client chose the heat map version of the Post 1 video. The plan row for Post 1 now describes it and the final caption. | Done |
| 4 Nov 2026 | Plan start | Calendar start moved to Friday 6 November 2026. Posts run Friday, Monday and Wednesday, so the last post is Wednesday 21 April 2027. | Done |
| 21 Oct 2026 | Newer brands: leaders | Researched leaders for the newer brands (CEO, product or technology heads where found). Table on Sheet 6; all to verify on LinkedIn. Not found: Bigvent, MecTURING; not researched: Victura, Colorbot, Longway. | To verify |
| 21 Oct 2026 | Established and newer brands | Client input: the target list shows a lot of traditional names. Balance with newer brands that may be more receptive to innovation. Client example: Optimist (air conditioners, outside the three active categories). Sheet 3 and the proposal updated. A first set of newer brands is on Sheet 6, to verify. | To clear with the client |
| 21 Oct 2026 | Industry bodies | Client input: also message the electrical standards bodies and others that influence the industry. Shortlist in Sheet 7. | To clear with the client |
| 19 Oct 2026 | Baselines | Captured today and recorded in the results table: 994 LinkedIn followers, about 0.5% engagement, 0 website enquiries, search and AI figures from SemRush. See Sheet 4. | Done |
| 19 Oct 2026 | Ayudha Pooja | Ad hoc festival video posted on LinkedIn, Instagram and Facebook. Sits outside the 72 posts. | Done |
| 19 Oct 2026 | Plan start | Start moved to Monday 2 November 2026. Last post Friday 16 April 2027. | Done |
| Oct 2026 | Investor comments | (1) Application specific campaigns for food processors, mixers and HVLS, aimed at European and US OEMs: partly covered by the nine use case posts; no dedicated campaigns or region split yet. (2) Events calendar and lead in campaigns: not in the plan, needs Avartan’s list of events. (3) Lead owner and response time: not named yet. Target account list: method in Sheet 3, the list itself to come from Avartan. | Open |
Add the next entry at the top of the table.
