In this exclusive interview with DeviceNext, Mr. Saket Gaurav, the visionary Chairman and Managing Director of Elista, shares his insights into the company’s remarkable journey and its vision for the future. As a leader who has successfully expanded Elista’s presence to over 17 countries, Mr. Gaurav discusses the strategic approach behind establishing a global footprint, the transformative role of AI and machine learning in product innovation, and the company’s unwavering commitment to sustainability.
From adopting the ‘Make in India’ initiative to fostering a culture of innovation within his team, Mr. Gaurav offers a deep dive into how Elista is shaping the future of consumer electronics with cutting-edge technology, eco-conscious designs, and a steadfast focus on customer satisfaction. Join us as we explore Elista’s roadmap to becoming a global leader in the dynamic world of consumer electronics.
Elista has expanded its presence to over 17 countries. Can you share insights into the strategies and
challenges faced while establishing a global footprint?
Elista’s global expansion strategy has been meticulously designed to understand local markets, build robust distribution networks, and offer products tailored to regional preferences. Leveraging the extensive distribution experience of our parent company, TeknoDome, we have effectively collaborated with local partners to navigate regulatory landscapes and cultural nuances. We face challenges such as diverse market dynamics, supply chain complexities, and brand consistency across various geographies; however, our localized marketing strategies and commitment to offer the most technologically advanced products at the best price-point keeps us motivated to deliver value to our consumers, both in India and in international markets.
How is Elista leveraging AI and machine learning in the design and production of consumer electronics? Can you provide specific examples of how these technologies have improved your products?
Emerging technology such as AI has been a critical part of our product development. Our smart TVs use AI for content recommendations, providing personalized viewing experiences. In fact, we harness the power of AI right from the production phase. Our team of experts use advanced machine learning algorithms to predict maintenance needs, reducing downtime and increasing efficiency. Additionally, our AI-driven customer support systems offer real-time assistance, ensuring quicker resolution of customer issues and enhancing overall satisfaction. Moving forward, we plan to integrate these technologies into product design and further optimize manufacturing processes.
With the growing emphasis on sustainability, how is Elista incorporating eco-friendly materials and energy-efficient designs in its products?
Elista is deeply committed to sustainability, integrating eco-friendly materials and energy-efficient designs into our products. We prioritize the use of recyclable materials in both our packaging and product components. Our appliances, such as the latest range of air conditioners and refrigerators, feature superior energy ratings and utilize R32 refrigerant, which significantly reduces electricity consumption and minimizes environmental impact. These efforts not only help our customers save on energy bills but also contribute to a greener planet.
What are the key consumer trends in the electronics industry that Elista is focusing on? How do these trends influence your product development and marketing strategies?
At Elista, we closely monitor key consumer trends as they prove instrumental in shaping our product development strategies. We are currently focusing on smart home integration, and the growing interest in eco-friendly products. The rising demand for portable and wearable technology is another key trend that we have acknowledged. Basis on these, we are actively populating the market with new products that solve consumers’ problems.
Each Elista product is designed to drive innovation by incorporating smart features, and is built using sustainable materials to keep the impact on environment in check. Our marketing strategies are tailored to emphasize these trends, showcasing how Elista's products meet the evolving needs of modern consumers. We believe that staying attuned to the latest trends is crucial for maintaining our competitive edge and ensuring our products resonate with our customers' preferences and lifestyles.
With plans to expand to 1000+ employees, what steps is Elista taking to ensure skill development and continuous learning for its workforce?
Investing in our employees growth is essential to our success and innovation. We maintain a culture of continuous learning and development for our growing workforce. We offer comprehensive training programs and professional development courses, providing opportunities for certifications in relevant fields. We prioritize learning and getting hands-on experience with the latest technologies in all business functions via cross-functional trainings and access to online learning platforms for flexible education.
Regular workshops and seminars led by industry experts keep our team updated with the latest trends and technologies.
How has the Make in India initiative influenced Elista’s manufacturing strategies? What benefits have you observed from this initiative?
The “Make in India” has been a cornerstone of our operational success and national contribution. The initiative has profoundly shaped Elista’s manufacturing strategies by emphasizing local production and minimizing reliance on imports. It allowed us to reduce manufacturing costs, enhance supply chain efficiency, and generate more employment opportunities. The initiative has also enabled quicker turnaround times and improved quality control, ultimately leading to superior products and customer satisfaction. I thank the government for this initiative as it instilled a sense of pride and ownership in our workforce, driving productivity and innovation.
How does Elista differentiate itself from other consumer electronics brands, especially in a market
crowded with both affordable and luxury products?
Elista differentiates itself through a unique combination of innovative features, high-quality products, and competitive pricing. We focus on delivering value to our customers by integrating advanced technology and user-centric designs. Our commitment to sustainability and energy efficiency also sets us apart. Additionally, our strong after-sales service and customer support ensure a superior customer experience, fostering brand loyalty. By balancing affordability with premium features, we cater to a wide range of consumers without compromising on quality.
Our commitment to offer the most technologically advanced products at the best possible price-point distinguishes us from the competition. We blend cutting-edge innovation with exceptional quality and competitive pricing. We invest in R&D to understand our consumers’ pain points and apply those learning’s to offer better product and services. We also prioritize sustainability and energy efficiency, making our offerings environmentally responsible. Robust after-sales service and dedicated customer support enhance the overall experience, building strong brand loyalty. By offering premium features at affordable prices, we effectively serve a diverse consumer base without compromising on quality.
How important is customer experience to Elista, and what measures do you take to ensure world-class after-sales service?
Customer experience is the cornerstone of Elista's business philosophy. To ensure world-class after-sales service, we have developed a robust support network that includes dedicated service centers and a highly responsive customer care team. Our comprehensive warranty programs, easy access to service updates, and efficient repair services are designed to provide seamless support to our customers. We have also set up a dedicated team that actively gathers and act son customer feedback to continuously refine our services and promptly address any issues. By prioritizing customer satisfaction, we cultivate lasting relationships and trust, ensuring our consumers receive unparalleled service and support.
How does Elista integrate design and functionality in its product development process to ensure both aesthetics and user-friendliness?
Our intensive R&D, and user-centric approach is the key to ace product development. Significant investment in R&D allows us to leverage data to enhance both the design and functionality of our products. Our design teams collaborate closely with engineers to create products that are visually appealing and highly functional. We conduct extensive market research to understand consumer needs and preferences, ensuring our designs are intuitive and easy to use. Rigorous testing ensures that our products are built to last. By using the latest technologies to address functionality challenges, we balance aesthetics with practicality, delivering products that not only look good but also enhance the user experience.
The consumer electronics market is rapidly evolving. How does Elista stay agile and adapt to these changes to maintain its competitive edge?
Continuously monitoring industry trends and consumer feedback is essential to staying relevant in the rapidly evolving market. Our R&D investments give us leverage to innovate and improve our product offerings. We have also invested in maintain a flexible manufacturing processes, which allow us to quickly adjust to new demands and technological advancements. We actively engage with our customers on social media and other platforms, enabling us to respond promptly to their needs and preferences. This proactive approach ensures we stay ahead of market changes and maintain our competitive edge.
What is your long-term vision for Elista, and how do you plan to achieve it in the next 5-10 years?
We are committed to becoming a global leader in consumer electronics within the next 5-10 years by expanding our product portfolio, known for quality, innovation, and sustainability. We are enhancing our R&D capabilities and entering new markets based on careful research of consumer needs. Our continued investment in sustainable practices and cutting-edge technology will drive this growth. Building strong partnerships and focusing on customer-centric solutions will remain key strategies in our
journey.
As a leader, how do you foster innovation and creativity within your team? Can you share some
personal strategies that have been effective for you?
It all starts with creating an open and collaborative work environment where every idea is valued. I emphasize continuous learning and ensure my team has the necessary resources and autonomy to explore new ideas. Regular brainstorming sessions and innovation workshops are integral to our process, allowing creativity to flourish. I prioritize on recognizing and rewarding innovative efforts. I believe it motivates the team to continually push the boundaries and help them perform better, everyday. These strategies have proven effective in driving our team's success and maintaining a dynamic and forward-thinking culture.
