HR CASE

About Atomberg Technologies

Atomberg Technologies’ origin begins with two IIT-Bombay graduates: Manoj Meena and
Sibabrata Das, and some serious hi-tech. We are in the business of revolutionizing India's home
appliances by solving one problem at a time. We pioneer the manufacturing of smart and energy-
efficient home appliances powered by the BLDC motor(BLDC stands for Brushless Direct
Current). The motor runs because of an interaction between a single winding and strong
permanent magnets. Smart electronics deploy the commutation. Thanks to the BLDC inverter
technology and our proprietary sensorless algorithm, Atomberg fans consume just 28W at full
speed.
Current product lines include ceiling, pedestal, wall, and exhaust fans. The second category
of mixer grinders will be launched in November 2021, followed by a third category of small
appliances by mid-2022. So, Atomberg will be a multi-category hyper-growth Omni-channel
consumer brand within the next year.
Currently, we have a retail reach of around 6000 counters (outlets) across 120 cities, which is
projected to increase to 20,000 by March 2022.

Efficio Efficio+

Renesa Renesa+
Renesa Smart (IOT Enabled) Renesa Alpha

Studio Studio+

Naveo Exhaust Table Fan

Case Overview
As of March 2021, Atomberg is at a monthly revenue of INR 25 cr/month. We expect to close FY 21-
22 with around 300 crores annual revenue. And we aspire to reach INR 1000 crores in revenue by FY
23-24 and reach INR 2000 crores with 10% EBITDA by FY 25-26.

As of now, there are three main sales channels for Atomberg:

a) E-Commerce- contributes to around 40% of total sales.

b) Offline retail trade- contributes to around 55% of total sales.
c) B2G/B2B- contributes the remaining 5%

Over the next few years for the fan business, the contribution of offline retail trade will increase, and
at a steady state, e-commerce will be 25%, the trade will be 70%, and B2G will be 5%

Our strengths as of today are:

a) R&D Capabilities in Motor

b) E-commerce and digital capabilities
c) Strongly engaged customer base
d) Product Design

Some areas of focus for the next 12 to 18 months:

a) Offline Distribution Reach

b) Manufacturing and Supply Chain
c) Improve Brand Awareness

We are on track to achieve our business aspirations for the Fan business,i.e., INR 1000 crores, in the
next three years. Simultaneously, to generate another INR 1000 crores within the next three years,
we will have to get into product categories other than fans and mixer grinders.

Problem Statements

As the organization will scale up extremely fast, HR would be the most critical enabler of this growth.
This superfast scaling up needs to be supported by robust people processes. The hiring is not limited
to only consumer durable space to ensure that we have a good diversity of thought. The focus on R&D
is to build a top-class workforce in the next two years.

Please share the solutions for the following three points:

1. Create the talent management roadmap and implementation plan for the R&D function. Also,
define the KPIs to measure the effectiveness of the talent management strategy. The talent
roadmap to focus on the complete employee life cycle from hire to retire. Suggested areas to
focus on, please add more areas as per your solution:
a. Talent attraction and hiring
b. Onboarding
c. Assessments and promotions process
d. Proper grade structure and designations
e. Training and development

2. Design a PGET and GET campus program for the R&D function, provide some details of the stints
and also about campus engagement.
3. Create an engagement plan to drive the R&D team engagement and a detailed execution plan and
highlight the resource requirement for the successful implementation.

Mention your approach as to how you arrive at the proposed solutions. Submit your responses in a
PPT of 6-8 slides.