PRIVATE WORK

Reintroducing Alfa fan series by combining modern aesthetics, cozy materials, fresh colors, and upgraded controls—all while maintaining its price point.

#ProductDNA

#Sustainability

#MaterialExploration

#CMF

An artistic Blender cycles render of NEW Alfa Pedestal fan in a windy meadow.

Post processed in Adobe Photoshop and Photomator for iPad.

A thematic Blender cycles render.

Post processed in Adobe Photoshop and Photomator for iPad.

ALFA

PROJECT INFO

Project launch date

Q2, 2025

Design Registration number

407883-001/ 447643-001

Product Category

Mass Premium lifestyle

Price Range

₹7,000/-

(approx. $80)

TG Details

Tier 2 Urban customers in Indian Sub-Continent.

Sales insight

Existing Alfa fans holds 20% market share in Indian TPW segment.

01 DESIGN
PROCESS

DESIGN PROCESS

SKIP RESEARCH

Skip "Research" and jump straight onto final design and comparison.

BUSINESS INTENT

STANDARD Electrical aimed to refresh their well-established Alfa fan by replacing its decade-old model in a rapidly evolving TPW market with growing competition from foreign brands like China. With a strong 20% market share, Alfa required technology upgrades to meet current BSI standards, paired with a fresh aesthetic and user experience that reflects contemporary, utilitarian design trends. Priced competitively between ₹5,000 and ₹7,000, this update strategically blends performance, compliance, and modern design to keep Alfa relevant and appealing to today’s value-conscious, design-aware Indian customers.

"Giving the decade old legacy, a fresh facelift."

-STANDARD FAN MARKETING TEAM

PRODUCT IMPACT

Marketing Matrix

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OLD ALFA Design

NEW ALFA Design

A Blender cycles rendition of Alfa Pedestal fan design in a familiar study room context as per N10 production sample, which was developed at HAVELLS India LTD.

PROJECT CONSTRAINTS

Fresh design with minimal cost increment.

Fresh design with
minimal cost increment.

Since STANDARD Electricals caters to mid-range segment, facelifting Alfa required a delicate balance between innovation and practicality. To minimize BOM and maximize profitability, several tried-and-tested components were retained, while introducing key design enhancements.

Motor & Blade retained

The internal components such as motor, blade and screws couldn't be altered, making the form revolve around exisiting parts.

Fresh master batch Colors

Adding fresh CMF could go a long way in imparting "Fresh-to-market" feel with shallow cost increment.

Remote Controller Required

As it is the trend for all consumer electronics, adding remote control operation was required by the marketing.

Metal Components retained

Metal components such as height pole, dead weight, height adjustment screws, neck and swing adjustment screws, etc had to be reused, but hidden.

RESEARCH HIGHLIGHTS

Understanding Indian TPW Market Landscape.

Understanding
Indian TPW Market Landscape.

Driven by the changing market landscape and user expectations, Alfa was reimagined, ensuring sales momentum while maintaining its core DNA and enhancing the overall experience.

A pictorial chart which mapped Pedestal Fans across price segments on the x-axis and visual mass on the y-axis for easy comparison, based on market availability in 2024.
A pictorial chart which mapped Wall Fans across price segments on the x-axis and visual mass on the y-axis for easy comparison, based on market availability in 2024.
A pictorial chart which mapped Wall Fans across price segments on the x-axis and visual mass on the y-axis for easy comparison, based on market availability in 2024.
A pictorial chart which mapped Wall Fans across price segments on the x-axis and visual mass on the y-axis for easy comparison, based on market availability in 2024.

A pictorial chart which mapped Pedestal Fans across price segments on the x-axis and visual mass on the y-axis for easy comparison, based on market availability in 2024.
A pictorial chart which mapped Wall Fans across price segments on the x-axis and visual mass on the y-axis for easy comparison, based on market availability in 2024.
A pictorial chart which mapped Wall Fans across price segments on the x-axis and visual mass on the y-axis for easy comparison, based on market availability in 2024.
A pictorial chart which mapped Wall Fans across price segments on the x-axis and visual mass on the y-axis for easy comparison, based on market availability in 2024.

OPPORTUNITIES

List of Novelties based on research.

Comprehensive
Visualization

Tactile
Experience

Simplified
Controls

Low
Maintenance

Modern
Sleek Form

CMF
Dark/ Light

IDEATION

Control box design.

Control box
Aesthetics & Experience

I proposed a variety of design directions for Control Box design from various form inspirations which were sketched into a meaningful combination of shape, functions and interactions.

DESIGN DIRECTIONS

Concepts in 3D.

I developed the CAD for selected 3 concepts and did a quick visualization in KeyShot 3D for understanding the form-to-light interaction.

Concept 1

I designed concept one with the idea that the body must be sleek as compared to the competition models. Furthermore, removing as many buttons as possible to reduce visual overload.

Concept 2

This concept was built with maximum visual distinction and ease of use as the core factors.

The Button layout is cantilevered like the "clicking" buttons on a computer mouse.

This concept was built with maximum visual distinction and ease of use as the core factors.

The Button layout is cantilevered like the "clicking" buttons on a computer mouse.

Selected Concept*

Concept 3

I designed this concept with maximum tactile feel in mind.

I designed the control box in a 30X70 format to distinguish "touch" and "observation" regions.

I designed this concept with maximum tactile feel in mind.

I designed the control box in a 30X70 format to distinguish "touch" and "observation" regions.

02 FINAL
DESIGN

FINAL DESIGN

VIEW RESEARCH

Skipped too far? Go back to Research and Ideation sections.

DESIGN DETAILING

Opportunities in Details.

The Alfa TPW was put together though a human-centric approach, carefully abiding to the research opportunities as a datum, so that users can actually find the product worth investing.

Focus,

Simply-fied.

The new Alfa pedestal fan is designed to help users enjoy a comfortable breeze without worrying about controls. With a simple interface, tactile rubber pads, and smart modes, it reduces distractions and effort, providing an easy, natural experience that automatically adapts to users’ comfort needs.

Clean Surface

& Soft Buttons.

Clean Surface

& Soft Buttons.

The split double-tone body of the Alfa pedestal fan subtly guides users during interaction while maintaining a clean, clutter-free design.

The satin finish around the buttons enhances the tactile feel and minimizes fingerprint marks, ensuring the fan stays looking premium and clean over time with minimal maintenance.

The split double-tone body of the Alfa pedestal fan subtly guides users during interaction while maintaining a clean, clutter-free design.

The satin finish around the buttons enhances the tactile feel and minimizes fingerprint marks, ensuring the fan stays looking premium and clean over time with minimal maintenance.

Fastener.

Shinny & Grippy.

The modified grip is about 20% slimmer than the existing collet nut and features a faceted geometric cross-section to improve upon the comfort of the grip.

Additionally, the faceted surface reflects light, enhancing the visual appeal while providing a more comfortable and secure hold.

An artsy

Show cap.

An artsy

Show cap.

The flat panel provides space for branding through pad-printing and extends into a dual curved bezel with concave and convex surfaces, separated by a ridge. This design creates a well-defined inner glow, enhancing the product’s premium look and adding visual depth that users appreciate.

Confidently,

Well-rounded base.

The rounded base reflects light in a focused way, unlike decorative designs, creating a strong, monolithic aesthetic.

This design choice gives the fan a solid and elegant presence, enhancing its visual impact while maintaining a clean and modern appearance that appeals to users seeking both style and simplicity.

EXPERIENCE DESIGN

Intuitive UI will declutter the surface as well as improve visibility.

Intuitive UI,

For less hassle.

I explored several design options for the LED section to ensure a simplified display of information and visibility from a distance.

CMF EXPLORATION

Explored 5 color options and 2 finalized.

Two Hues,
New Opportunities.

A series of ideation process including sketching, 3d rendering and mockups were conducted to identify the best LED Shape and behavior for Alfa series, such that the LEDs are easier to comprehend without any prior knowledge. Furthermore, it must feel as a part of the body, not an afterthought or an add-on.

PROTOTYPING

A collaborative success story.

I collaborated with the engineering team and external vendors to develop and review different prototypes.

T0 Prototype
Challenges:
IR Sensor blocked by grill location.
Finding the balanced shore value for the rubber buttons.
Outcomes:
IR sensor replaced with RF sensor.
Shore value fixed at Shore 40A
T10 Prototype
Challenges:
1. Developing 2 PBCs added to the cost and lead time.
Outcomes:
1. Same PCB for both - flipped orientation for wall fan.
The pedestal fan has LEDs at the top and buttons at the bottom to enable ease of accessibility and LED visibility; While the wall fan has LEDs at the bottom and buttons at the top to enable ease of visibility for LED and buttons access is only secondary in this case.
N10 Prototype
Challenges:
Poor LED location - not ideal.
LEDs were "very bright".
Feedback sensor was loud.
Outcomes:
LED moved to bottom.
LED diameter and brightness reduced by 50%.
Feedback sensor reduced by 70%.
N100 Prototype
Challenges:
Denim blue was not accurate
Flow marks were visible,
Outcomes:
Both colors developed with external vendor.
Flow marks reduced by 30%.

T0 Prototype
Challenges:
IR Sensor blocked by grill location.
Finding the balanced shore value for the rubber buttons.
Outcomes:
IR sensor replaced with RF sensor.
Shore value fixed at Shore 40A
T10 Prototype
Challenges:
1. Developing 2 PBCs added to the cost and lead time.
Outcomes:
1. Same PCB for both - flipped orientation for wall fan.
The pedestal fan has LEDs at the top and buttons at the bottom to enable ease of accessibility and LED visibility; While the wall fan has LEDs at the bottom and buttons at the top to enable ease of visibility for LED and buttons access is only secondary in this case.
N10 Prototype
Challenges:
Poor LED location - not ideal.
LEDs were "very bright".
Feedback sensor was loud.
Outcomes:
LED moved to bottom.
LED diameter and brightness reduced by 50%.
Feedback sensor reduced by 70%.
N100 Prototype
Challenges:
Denim blue was not accurate
Flow marks were visible,
Outcomes:
Both colors developed with external vendor.
Flow marks reduced by 30%.

T0 Prototype
Challenges:
IR Sensor blocked by grill location.
Finding the balanced shore value for the rubber buttons.
Outcomes:
IR sensor replaced with RF sensor.
Shore value fixed at Shore 40A
T10 Prototype
Challenges:
1. Developing 2 PBCs added to the cost and lead time.
Outcomes:
1. Same PCB for both - flipped orientation for wall fan.
The pedestal fan has LEDs at the top and buttons at the bottom to enable ease of accessibility and LED visibility; While the wall fan has LEDs at the bottom and buttons at the top to enable ease of visibility for LED and buttons access is only secondary in this case.
N10 Prototype
Challenges:
Poor LED location - not ideal.
LEDs were "very bright".
Feedback sensor was loud.
Outcomes:
LED moved to bottom.
LED diameter and brightness reduced by 50%.
Feedback sensor reduced by 70%.
N100 Prototype
Challenges:
Denim blue was not accurate
Flow marks were visible,
Outcomes:
Both colors developed with external vendor.
Flow marks reduced by 30%.

A Blender cycles rendition of Alfa wall fan design on a wall as per N10 production sample, which was developed at HAVELLS India LTD.

PRODUCT IMPACT

Awaiting marketing team census and other matrix to fill this column.

cOMMERCIAL WORK

cOMMERCIAL WORK

#ProductDNA

#Sustainability

#MaterialExploration

#CMF

ALFA

ALFA

PROJECT INFO

01

DESIGNPROCESS