Cover Story

Brands’ Game Plan for Festive Frenzy and Cricket World Cup


As India prepares for a season of joy and celebration, the upcoming festive period carries an electrifying twist. With cricket being akin to a religion in India, and the ICC Cricket World Cup coinciding with this festive season, it promises nothing less than a grand festival. This convergence of cultural and sporting celebrations is poised to transform positive sentiment into a surge in overall sales, fueling brands’ high hopes for the second half of the year to outshine the first.

From Dussehra through New Year’s, encompassing Diwali and a medley of regional festivities, the final quarter of the calendar year brims with anticipation. However, it’s not solely about personal purchases; the focus now shifts to extending festive cheer through thoughtful gifting. A notable trend emerges—healthy gifting, reflecting a desire for well-being and happiness. In this context, wearable tech, including smartwatches and TWS earbuds, takes center stage in the realm of gifts.

For smart wearables and mobile accessories brands, this marks the most wonderful time of the year, characterized by heightened sales and captivating product launches. Cricket, particularly the World Cup, has always been a cherished moment for brands—an ideal platform for introducing new products and launching engaging marketing campaigns.


The excitement extends further as e-commerce giants like Amazon and Flipkart dive headfirst into the festivities. Their flagship initiatives, the Amazon Great Indian Festival and Flipkart Big Billion Days, provide a monumental online stage for brands to unveil their products and launches. This collaborative effort between e-commerce platforms and brands promises a win-win for both consumers and companies.

We’ve engaged in conversations with leaders from smart wearables and mobile accessories brands, gaining insights into their preparations for the festive season and the Cricket World Cup. Here, we present a glimpse of what these industry pioneers have shared about their strategies and expectations during this exhilarating period.

BOULT Varun Gupta, Founder & CEO, Boult  “At BOULT, our festive season strategy centers on the ‘BOULT Unwrap’ campaign, which embodies our commitment to delivering exceptional value and experiences to our customers. This initiative aims to rekindle the joy of gifting during India’s festive season by showcasing our innovative gifting choices. We understand that consumers seek added value, so we offer bundled deals that enhance the overall experience. Combining our wearables with complementary accessories or services, we provide holistic solutions for diverse preferences. We are well aware of the ever-evolving market dynamics. Nevertheless, our research indicates a significant surge in festive season gifting. With gifting contributing over 6% of our October revenue, we are well-positioned to meet this demand.”


Midhula Devabhaktuni, Co-founder, Mivi “We’re thrilled to announce our upcoming launches at Mivi, including Soundbars in 80, 120, and 180-watt variants, all equipped with external subwoofers. Additionally, we’ll be introducing the X7 TWS. In terms of impact, we’re anticipating a significant boost, with the festive season expected to contribute up to 40% of our projected revenue. We can’t contain our excitement as we gear up for Flipkart’s Big Billion Days—the biggest sale event of the year. We’re offering Mivi products at unprecedented prices, and with our 100% made in India portfolio, we’ve already felt the immense love from our consumers. This Diwali season, we’re poised to become leaders in the home audio category, and we can’t wait to share our innovative products with our customers.”

Aashish Kumbhat, CoFounder URBAN Smart Wearables  “At URBAN, this festive season is all about making it special for our customers. We’ve curated an extensive product range, including Smart Watches, from signature to luxurious Luxury series with Super AMOLED Displays. We’ve even designed products for our growing women user base. Our best-sellers like URBAN Fusion, Quest, Titanium, Dream, and Rage are already making waves. Soon, we’re launching a dedicated Smart Watch range for corporate gifting, and our festive lineup comprises 16 smartwatches, TWS earbuds, MagSafe Power banks, Smart Home Automation Products, and more. The numbers are promising, with an anticipated surge as Diwali approaches. Our growth in corporate gifting, e-commerce, and D2C, particularly in the Rs 3000+ smartwatch category, is exciting.”

Nikhil Chopra, Director Sales & Marketing, Tempt India “We’re eagerly anticipating the upcoming festive season, where we have exciting announcements in store. We’ll be introducing new TWS and Smartwatches, along with a vibrant range of colors for our existing lineup, including power banks. Our brand, Tempt, is on a remarkable growth trajectory month after month. With the expansion into new geographies in the pipeline, we’re confident that our upcoming product launches and festive schemes will further accelerate our ascent. This festive season promises to be a significant milestone for us, as we continue to cater to our customers’ evolving needs and preferences. We’re committed to providing them with innovative, stylish, and reliable products that enhance their lives. Stay tuned for an extraordinary journey with Tempt.”

Mahendra D Jangir, Founder & CEO, Hearmo  “At Hearmo, we understand the festive season’s significance, where consumers seek tech for themselves and loved ones. In this spirit, we’re launching 3-4 innovative smartwatches and HearPods, including India’s first Bluetooth v5.4 HearPods Mini 2 TWS featuring Dual Pair technology. We’re committed to cutting-edge tech and top-notch user experiences. We’re equally dedicated to supporting our offline trading partners for success in this season. Together, we aim to exceed our targets and set new tech benchmarks. I look forward to witnessing the joy and excitement these new offerings will bring to our customers as they celebrate the festivals and the exhilarating Cricket World Cup. This season, Hearmo is here to make every moment more vibrant and connected.”

Pankaj Mirchandani, Founder & CEO, UltraProlink “We recognize the Indian festive season, which offers a unique opportunity to cater to the gifting segment. This year, we’re excited to introduce the Sing-Along Pro, a versatile product tailor-made for amateur singers, private gatherings, and corporate events. Furthermore, we’re broadening our TWS Audio Segment with the launch of three new SWAG family models, catering to diverse price points, from affordable premium users to gamers and value-conscious consumers. In response to the buzz surrounding the recent iPhone 15 launch, we’re unveiling a lineup of products, including Magsafe power banks, docks, and high-speed chargers. We expect strong demand from gift shoppers and online buyers, and we’re ready to triple our monthly sales to meet this demand.”

Kashish Lalit, Director and Co-founder, Toreto “We’re excited to brighten your festive season at Toreto with an incredible 20% sitewide discount starting on October 15th. Our vision for these sound products is to bring people closer through the universal language of music and entertainment. Whether you’re hosting house parties, celebrating festivals, or enjoying intimate gatherings, Toreto’s new speakers are ready to be your ultimate party companions. The Evolve Pro and Party 30 go beyond being speakers; they’re the life of the party, designed to infuse vibrant colors and rhythms into every celebration, ensuring unforgettable moments. Elevate your festivities with Toreto, where music and technology merge for an unbeatable party experience. Let this festive season fill your events with joy, laughter, and cherished memories.”

C P Khandelwal, Founder, P R Innovations (Importer and national distributor of Amazfit in India) “At Amazfit, we’ve established a niche in India by merging health with technology to enhance user well-being. We’re excited to introduce models like Amazfit Balance, a pioneer with an AI-powered fitness coach. It prioritizes body and mind wellness through features like Body Composition Measurement and Mental & Physical readiness analysis. With the upcoming Cricket World Cup in India, we’re gearing up to launch our most premium sports watches like Cheetah, featuring over 150+ Sports Modes, including Cricket, Football, and Hockey. Our commitment to health and technology continues to drive us as we strive to provide innovative solutions for our users.”

Ujjwal Sarin, Founder & CEO, Nu Republic “We’re excited to launch Epic X3 with 48-hour playtime and Epic Xtreme TWSs with quad mics, dual modes, and 72-hour playtime. For neckbands, Pulse EVO offers a 6-mode equalizer with X-Bass, premium rubber finish, and an impressive 60-hour playtime. In Speakers, Party Box 20 with LED lights and our custom X-Bass tech caters to bass enthusiasts. Plus, our Celebration Pack combines a smartwatch and TWS in festive packaging. Enjoy discounts of up to 30% during the festivities as we aim for record-breaking numbers and to welcome more #CitizensOfNuRepublic this festive season.”

Ajay Singh, Director of Sales, Elista “At Elista, this festive season, we’re launching innovative products to enhance the consumer experience. Our lineup includes Google TV, a cutting-edge smartwatch, a fully automatic washing machine, and an energy-efficient refrigerator. Our promotions include exclusive festive pricing, bundled deals, extended warranties, and financing options that will make these offers irresistible. We aim for a robust 30% growth in sales during the festive season, aligning with consumer demands and propelling Elista to new heights.”


Pankaj Upadhyay, CEO & Founder, Truke  “We’ve witnessed a surge in purchases, driven by both personal enjoyment and gifting. With the concurrent Cricket World Cup, we expect a significant sales boost of 65-70%. As fans immerse in the tournament through smart TVs and consoles, our high-quality earbuds enhance their experience. We are offering budget-friendly prices on products like Truke Buds Vibe, BTG Storm, BTG NEO (35ms ultra-low latency), and Clarity 5 (optimized for call quality). Expanding our Clarity series with Clarity 2 provides customers more choices from our affordable earbud range.”

Sai Krishna Putta, Cofounder & Ceo, Tunez “We’re launching 50+ cutting-edge products spanning TWS, Bluetooth headphones, smartwatches, power banks, premium cables, and GaN chargers. Our TWS earbuds feature Fast-Fold Active Noise Cancellation (FF ANC), Bluetooth 5.3, and 10mm drivers. Smartwatches offer heart rate monitoring, SPO2 tracking, sports modes, and vibrant AMOLED screens. We’re also venturing into gaming with low-latency headphones and TWS earbuds, along with MagSafe power banks. With our festive and World Cup campaigns showcasing our diverse portfolio, Tunez is all set for a triumphant festive season and Cricket World Cup, emphasizing innovation, marketing, and service.”

Vinay Kapoor, CEO & Co-Founder, Skyball “For the upcoming Festival season sale, we’re focused on delivering top-notch sound and contemporary design for music enthusiasts through our Audio collection. We’re launching a 2.1-channel speaker system and a feature-rich Party Box speaker at affordable prices. These Party Speakers feature robust construction, dynamic lighting effects, extended battery life, and Karaoke support—ideal for house parties. Discounts are available for our valued customers. Additionally, our ‘Made in India’ smartwatches, Rigor and Elevate, boasting top-tier AMOLED displays and wellness features, will be offered at special prices throughout the Festive season sale.”

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