Atomberg’s scale flies to Rs 356 Cr in FY22 from Rs 69 Cr in FY20

Consumer appliances brand Atomberg was recently in the headlines for raising one of the largest funding rounds [$86 million] by Indian startups in 2023. And, it looks like investor’s faith in the company was driven by its growth and sound unit economics.

While the company is yet to disclose FY23 numbers, Atomberg’s operating revenue shot up over 5X to Rs 355.9 crore in FY22 from Rs 68.9 crore in FY20, according to its financial statements with the Registrar of Companies (RoC).

Founded by Manoj Meena and Sibabrata Das in 2012, Atomberg’s product portfolio includes energy-efficient BLDC & smart fans, mixer grinders, and smart locks. The Mumbai-based company claims to have sold more than three million units to date. Income from the sale of products surged 2.48X to Rs 355.9 crore in FY22 from Rs 143 crore in FY21.

The company sells its products through e-commerce marketplaces such as Amazon and Flipkart and also has a strong offline presence across 15,000 plus retail touchpoints across the country. As per the company, it earns 70% of its revenue through offline channels.

The cost of procurement of products was the largest cost center and formed 59.2% of the overall expenditure in FY22. In the line of scale, this cost grew 2.5X to Rs 235.4 crore during the same period.

Atomberg’s employee benefits and advertising costs increased 47% and 188% to Rs 40.1 crore and 37.8 crore respectively during FY22. The company added another Rs 17.12 crore and Rs 8.15 crore towards commission paid and warranty claims, pushing its overall cost by 125.1% to Rs 397.1 crore in FY22.

Despite 2.48X growth in scale, the company held tight control over expenditure which is evident from its bottom line. The company’ losses remained flat with Rs 39.3 crore in FY22. Its ROCE and EBITDA margin was registered at -23% and -9.47% during FY22. The company spent Rs 1.12 to earn a unit of operating revenue.

When it comes to consumer appliances, startups in this domain usually do not disappoint the market and the investors. Here contribution margin is the strong point while advertising and marketing is generally lower than the other tech companies.

Atomberg has been a rare success story of a made in India consumer durable angling for the top-end of the market in its category. While it has reaped rewards in the form of strong investor backing, the firm clearly has set its sights on bigger achievements ahead, and we can expect to see a lot more from this firm.