Lazer
Lazer India is a Delhi-based manufacturer and D2C seller of mass-market home, kitchen, and bathroom electrical appliances — including ceiling fans, irons, gas and induction cooktops, water heaters, and air coolers — serving individual Indian households pan-India via its own e-commerce site, Flipkart, and a 20+ branch dealer network.
- Company typePrivate
- Founded2016
- HeadquartersNew Delhi, India
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lazer does
Lazer India Private Limited is a Delhi-based manufacturer and direct-to-consumer seller of mass-market home, kitchen, and bathroom electrical appliances operating under the Vardhman Group umbrella (parent group established 1983). The company's product catalog spans 12+ categories including ceiling fans (standard and BLDC-motor decorative models with integrated LED underlights), irons, gas cooktops, induction cooktops, mixer grinders, water heaters/geysers and immersion rods, air coolers (window, desert, personal, and industrial), room heaters, sandwich makers, rice cookers, electric kettles, pedestal fans, and exhaust fans. Technical differentiation centers on energy-efficiency and safety features: BLDC motor fans consuming 33-40W versus ~75W conventional units, surge protection up to 2.5 KV and wide-voltage operation (130-270V) on induction cooktops, Whirl Flow heating technology claiming 20% efficiency gains, and ISI safety certification across product lines.
The company distributes through its own e-commerce storefront at lazerindia.com, a Flipkart marketplace listing, and a dealer network of 20+ branches serving pan-India, with on-site after-sales service coverage in 450+ cities and 13,000+ pin codes. Pricing is positioned across entry-level (immersion rods from ₹499, dry irons from ₹519) to premium tiers (BLDC decorative fans up to ₹18,995, industrial air coolers up to ₹23,895), and warranty coverage extends up to five years depending on product and component. Marketing is conducted via the company website, Instagram (@lazer_india), blog content, and on-site Google Reviews. The company is a private limited entity (CIN U74999DL2016PTC299335), incorporated in 2016, with no external institutional investment disclosed and ownership residing within the founding Vardhman Group family.
Lazer firmographics
Firmographics- Name
- Lazer
- Legal name
- Lazer India Private Limited
- Website
- https://lazerindia.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Lazer India is a Delhi-based manufacturer and D2C seller of mass-market home, kitchen, and bathroom electrical appliances — including ceiling fans, irons, gas and induction cooktops, water heaters, and air coolers — serving individual Indian households pan-India via its own e-commerce site, Flipkart, and a 20+ branch dealer network.
- Ownership category
- akta.pro rank
Lazer industry classification
Industry- Product category
- Electrical Home Appliances
- NAICS
- Small Electrical Appliance Manufacturing (335210), Household Appliance Manufacturing (3352), Electrical Equipment, Appliance, and Component Manufacturing (335)
- SIC
- Electric Housewares & Fans (3634), Household Appliances (3630)
- akta.pro primary industry
- Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA)
- akta.pro secondary industries
- Water Heating & Treatment Appliance Retail (Water Heaters, Water Softeners, Filtration Systems) (CRACACAF), HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers) (CRACACAE), Kitchen Gadgets & Tools Retail (CRACADAB)
Keywords
Where Lazer is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Lazer business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Hardware Product Sales: One-time product sales of home, kitchen, and bathroom appliances including ceiling fans, water heaters, cooktops, irons, mixers, air coolers, and other electrical appliances through direct e-commerce and dealer network
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level appliances |
| Unit Pricing | Pay-as-you-go | Premium decorative appliances |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Lazer product offering
Product offeringCore offering
Lazer India manufactures and sells electrical home, kitchen and bathroom appliances for household use, including fans, irons, cooktops, mixer grinders, water heaters, air coolers, sandwich makers, rice cookers, electric kettles and immersion rods. Products are sold through its own e-commerce website and dealer or marketplace channels across India.
Product overview
Lazer India is a home, kitchen, and bathroom appliances company under the Vardhman Group (established 1983), offering a diverse portfolio of electrical appliances. The product lineup includes ceiling fans (standard, energy-efficient, and premium BLDC decorative fans with LED underlight), kitchen appliances (gas cooktops/stoves, induction cooktops, mixer grinders, sandwich makers, rice cookers, electric kettles), water heating solutions (storage and instant water heaters/geysers, immersion rods), air cooling systems (desert, window, personal, and industrial air coolers), and irons. The company positions itself on quality, energy efficiency, and durability with ISI certifications and extended warranties.
Differentiator
Problem solved
Functional benefit
Products and services
- Ceiling Fans
- Monarch Ceiling Fan
- Elite Ceiling Fan
- Irons
- Slimo Cooktop
- Pearl Sliq Gas Stove
- Mixer Grinders
- Water Heaters/Geysers
- Mercury Instant Water Heater
- Hot Spring Storage Water Geyser
- Induction Cooktops
- Air Coolers
- Lazer 60 L Window Air Cooler (White, Blue, Ice Neo)
- Lazer 100 L Desert Air Cooler (Grey, Mega Storm Industrial)
- Sandwich Makers
- Rice Cooker
- Electric Kettles
- Pedestal Fans
- Exhaust Fans
- Immersion Rods
Quantifiable outcome
- BLDC ceiling fans consume only 33-40W vs traditional 75W fans, saving up to Rs. 1500 per year on electricity bills
- +2 more outcomes
Companies that use Lazer
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Lazer technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Lazer partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- American Multinational CorporationsminorThe organization has partner ventures with American multinational corporations to deliver high-precision premium-class items to Pan India. These partnerships help Lazer India provide premium-quality products leveraging international technology and standards.
Scale indicators3 records
Recent moves9 records
Expansion highlights4 records
Lazer competitors and assessment
Company assessmentDirect peers
- V-Guard Industries: Strong overlap with Lazer's water heater/geyser, fan, and stabilizer categories. A direct competitor in mid-market energy-efficient water heating and fan SKUs across India.
- Orient Electric: Leading Indian fan and small appliance maker (ceiling fans, pedestal/exhaust fans, air coolers, water heaters, irons). Closely comparable on Lazer's core fan and cooling franchise.
- Crompton Greaves Consumer Electricals: One of India's leading fans, water heaters, and air cooler brands. Directly comparable to Lazer across the largest three categories in Lazer's portfolio (ceiling fans, water heaters, air coolers), with a far larger national retail footprint.
- TTK Prestige: Leading Indian kitchen appliance brand (pressure cookers, gas stoves, cooktops, mixer grinders, induction). Competes with Lazer across the kitchen-appliance pillar of Lazer's portfolio.
- Butterfly Gandhimathi Appliances: Indian kitchen appliance specialist in mixer grinders, gas stoves, cooktops, induction cooktops, and small kitchen tools. Most directly comparable to Lazer's kitchen-appliance lines.
- Glen Appliances: Indian kitchen and home appliance player known for built-in cooktops, chimneys, gas stoves, and small kitchen appliances. Comparable to Lazer in the cooktop and kitchen appliances category.
- Bajaj Electricals: Long-established Indian home appliances brand spanning fans, water heaters, room heaters, mixer grinders, irons, and cooktops. Competes with Lazer across nearly all major kitchen and household appliance categories.
- Usha International: Indian home appliance major with deep presence in fans, sewing machines, kitchen appliances (mixer grinders, cooktops, induction). Competes with Lazer on fans and kitchen small appliances.
- Symphony: Dominant Indian air cooler brand across personal, window, desert, and industrial coolers. Directly comparable to Lazer's air cooler product line, with significantly larger scale and brand equity.
Broad incumbents
- Havells India: Diversified electricals and home appliance major covering fans, kitchen appliances, water heaters, irons and lighting. Overlaps with Lazer's full portfolio but at substantially larger scale and brand spend.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Lazer social profiles
Digital presenceLazer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lazer leadership team
Management profileNumber of profiles
Profiles1 record
Lazer funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lazer M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lazer
What does Lazer do?
Lazer India manufactures and sells electrical home, kitchen and bathroom appliances for household use, including fans, irons, cooktops, mixer grinders, water heaters, air coolers, sandwich makers, rice cookers, electric kettles and immersion rods. Products are sold through its own e-commerce website and dealer or marketplace channels across India.
Is Lazer a public or private company?
Lazer is a private company. It is classified as corporate owned and is currently operating.
When was Lazer founded?
Lazer was founded in 2016. It employs 101 to 250 people.
Where is Lazer based?
Lazer is headquartered in New Delhi, India, in the Asia region.
How does Lazer make money?
One revenue line is on record: hardware Product Sales.
Who are Lazer's main competitors?
Direct peers on record are V-Guard Industries, Orient Electric, Crompton Greaves Consumer Electricals, TTK Prestige, Butterfly Gandhimathi Appliances, Glen Appliances, Bajaj Electricals, Usha International and Symphony. Havells India is listed as a broad incumbent.
Does Lazer have an API?
No public API is recorded for Lazer.
What industry is Lazer in?
Lazer's product category is Electrical Home Appliances. Its primary akta.pro industry code is CRACACAA, Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves), with a secondary code of CRACACAF, Water Heating & Treatment Appliance Retail (Water Heaters, Water Softeners, Filtration Systems). Its NAICS code is 335210 and its SIC code is 3634.