Birla Electricals Ltd. was started in the year 1996 as the trading arm of group company Birla Yamaha. The Company entered into collaboration with D&＃039;longhi SPA to address the growing electrical home appliance market in India. The Company pioneered an Electric Oil Filled Room Heating system in India under the brand name Birla D&＃039;longhi. The product&＃039;s innovative technology replaced the conventional heating rod. Birla Electricals entered the air cooler market in 2005. To address the wide spectrum of the Indian market &＃039;Birla Lifestyle&＃039; a complete range of quality small appliances was launched in the year 2001.