Chirag Sharma, Managing Director of Burly Home Appliances, India’s leading Original Equipment Manufacturer (OEM) founded in 2018, recently oversaw the Nepal launch of their new line of 17 air coolers. The launch event was held on March 17, 2025, at Vivanta Kathmandu. Burly has partnered with CG Electronics as their exclusive distributor in Nepal. The HRM Nepal interviewed Sharma to gain insights into Burly India and their product offerings. Excerpts:
Q: You recently introduced Burly Home Appliances in Nepal. Could you please share about the products being offered in Nepal?
A: Burly was established in 2018 and our approach is to make next generation products. Burly Home Appliances crafts products designed for innovation and sustainability, built to last for generations. Originating from India’s foremost manufacturer of room air coolers and glass-lined water heaters, Burly boasts India’s most extensive selection of room air coolers, ranging from 10 to 200 litres, with complete in-house manufacturing. Our vision centres on developing highly innovative and sustainable products for the future. Now in our sixth year, Burly proudly serves over 600 cities across India and maintains a global presence, including in Iraq, Sudan and Nepal. We have established relationships with a substantial network of Burly dealers throughout India, from Vijayawada to Kashmir. The Burly family comprises over 1,000 individuals.
Q: What were the key reasons behind Burly’s decision to launch in Nepal?
A: We’re pleased to partner with CG Electronics in Nepal, which signifies the beginning of Burly’s collaboration with CG Electronics, with intentions to further expand and strengthen this collaboration shortly. Apart from 600 plus cities in India, we are also present in Iraq and Sudan. We’re also planning to hold a stall at canton fair in China. This is our immediate plan for welcoming other customers from throughout the globe and this will give Burly a global edge.
Q: What makes Burly’s products unique and preferred by consumers compared to the range of other options available?
A: Burly is focused on innovation with sustainability. Burly products boast exceptionally high build quality, backed by a 30-year legacy. Unlike traders who merely launch brands using components from various sources, we are the foremost manufacturers in India, mastering our craft. Our products are engineered for longevity, designed to be trusted by generations to come, with a vision of delivering the most robust and dependable products featuring advanced technology. Burly holds patents for its fan technology and engineering excellence. The breadth of our product range, patents, innovation, and commitment to sustainability are truly remarkable.
Q: Among the various products that you manufacture, what are your flagship products?
A: There are a range of products within a single category as well. Within each product category, a diverse range exists. For instance, our desert coolers span personal, tower, and commercial segments. Similarly, in water heaters, we exclusively utilise powder coating glass lining technology, the most advanced available in our country. Burly is also developing tanks designed to offer a lifetime warranty to the end consumer. We are creating next-generation products tailored for contemporary household designs. Our market entry strategy is driven by a vision for the future, focusing on smart and innovative products for the next generation. The products we are introducing appeal to younger demographics with features not yet seen in major established brands.
Q: In terms of your supply chain, does Burly manufacture all product components in India, or are there imports?
A: Burly’s distinction lies in creating entirely sustainable products through complete backward integration. Our focus is on delivering products for which we can ensure the highest quality service. These are fully indigenous products, with 100% in-house manufacturing of all Burly components.
Q: What is Burly’s approach to providing after-sales service via its dealers across India and beyond?
A: Given our position as India’s largest manufacturing company, specializing in room air coolers and water heaters, we have consistently innovated to create more sustainable products for generations. Our robust supply chain underpins our commitment to highly reliable products. Providing excellent service to the industry is a fundamental strength of the Burly brand.
Q: Could you tell us about Burly’s partnership with CG in Nepal?
A: CG is our sole distributor for across Nepal for upcoming years and we hope for a long-term association with them. Undoubtedly, CG is very reliable and trusted as one of the biggest corporate houses in Nepal. The potential this group holds is astounding. I would like to appreciate the sincere effort of the CG team members work on the brand.
Q: You have mentioned that one of the major USPs of Burly is sustainability. What do you mean by sustainability?
A: While the option to operate as a trader, a common practice among many major global brands, was available, I chose a different path. I have emphasised the sustainability of the materials we incorporate into our products, and their performance is truly exceptional. The very name ‘Burly’ signifies reliable and strong products. We utilise materials and manufacture products that are durable and consistently deliver optimal performance. Furthermore, our products feature uniquely innovative engineering designs.
Q: What about R&D?
A: Obviously, Research and Development, patent and consumer satisfaction are lifeline of Burly.
Q: What factors have contributed to Burly’s popularity in its five years in the market?
A: In India, we are a significant player in the air cooler market, consistently growing our market share through the introduction of innovative products. In Nepal, through our partnership with CG, we aim to capture a substantial market segment across our diverse product range, implementing a highly aggressive marketing strategy for dealers, distributors, and channel partners to ensure strong profitability. Our projections with CG indicate capturing approximately 6% to 7% of the branded market share in Nepal within the next two years. Furthermore, we anticipate strong performance in the markets of Iraq and Iran.
Q: What next-generation products is Burly planning to manufacture?
A: One of our exciting recent developments is a four-season, multi-utility product. This innovative design integrates the functionality of an air conditioner or air circulator with heating capabilities, eliminating the need for separate appliances. We are also researching the integration of an air purifier, enabling simultaneous air purification in humid conditions. This combined product offers significant space efficiency, removing the need to store separate coolers, air purifiers and heaters that typically occupy valuable space in homes, rooms or apartments.
