Strategic quick commerce partnership aims to meet urgent cooling needs as temperatures rise across India

Orient Electric has announced a strategic partnership with quick commerce platform Zepto, enabling customers to receive their fan deliveries in just 10 minutes during the scorching summer months. This collaboration comes with a catchy new campaign slogan: “Hawa ke saath saath, Zepto ke sang sang,” highlighting the brand’s commitment to providing immediate cooling solutions when consumers need them most.

The partnership marks a significant expansion of Orient Electric’s quick commerce strategy, following impressive growth in this channel over the past year. By leveraging Zepto’s rapid delivery infrastructure, Orient aims to address the urgent cooling needs of consumers facing sudden heat waves or unexpected fan malfunctions during India’s intense summer season.

“As we engage with an increasingly digital-first audience, our approach is focused on ensuring the brand is discoverable, desirable, and instantly accessible at key decision-making moments across the consumer journey,” said Anika Agarwal, Chief Marketing & Customer Experience Officer at Orient Electric. “Last year, we doubled our growth on quick commerce platforms. This year, we’re building on that momentum with the aim to scale even further, driven by contextual communication, engagement-driven platform partnerships, and a deeper understanding of evolving purchase behaviors.”

The campaign is being amplified through a strategic mix of digital, social media, and out-of-home advertising placements to maximize visibility during the critical summer buying period. This multi-channel approach ensures high brand recall among consumers who increasingly value convenience and immediate solutions to their cooling needs.

Orient Electric has specifically curated a “quick-commerce ready” portfolio featuring products that meet the criteria of high utility, relevance, and instant shopability. This careful product selection ensures that consumers can access quality cooling solutions without compromising on performance or reliability, even when making rapid purchase decisions.

Industry analysts note that this partnership reflects broader shifts in consumer behavior, with convenience and speed becoming primary drivers of purchase decisions in the home appliance category. By positioning itself at the intersection of urgent need and immediate fulfillment, Orient Electric is adapting to the expectations of today’s time-pressed, digitally savvy consumers.

The 10-minute delivery service for Orient fans is now available in major metropolitan areas through the Zepto app, providing a timely solution as temperatures continue to rise across the country.