By Pawan Kumar, CEO, Elista
India’s consumer technology space is changing due to a convergence of trends, including tech-savvy digitally empowered shoppers, government-led industrial policies, and the rapidly expanding local innovation ecosystem. The traditional model of import and assembly is being replaced by a new, more aggressive and dynamic playbook based on local manufacturing capabilities and a consumer-centric design philosophy.
We are witnessing firsthand how the intersection of scale and intent can redefine what it means to be a homegrown consumer tech brand. The new playbook is not just about ‘Make in India’—it’s about Make for India, and increasingly, Make from India for the world.
From Assembly Lines to Advanced Manufacturing
In the last decade, India has emerged as a robust manufacturing base. If we get the right pace, we are well-placed to drive the next wave of advanced manufacturing—driving economic growth and enhancing self-reliance. That has become even more important given recent tariff fluctuations and international geopolitical tensions. The change is underway; for instance, India’s old school production systems are being upgraded to world-class manufacturing facilities through the government’s Production Linked Incentive (PLI) schemes, digital infrastructure improvements, and import dependence reduction programs. We have evolved from mere assembly units to investing in robotics, IoT process automation, and green manufacturing technologies.
This transition allows manufacturers to shift upstream on the value chain. It provides tighter integration between R&D and manufacturing, improved quality checks, and faster go-to-market speeds. Volume alone is no longer a manufacturing at scale game—it’s a value game. The game is now precision, reliability, and cost. India becomes a valid substitute for classic manufacturing centers.
Intentional Design for the New Bharat
Design is no longer an add-on; it’s a strategic differentiator. Today’s Indian consumer is as sophisticated as their global peers—but with local context, climate, and culture-influenced preferences. This is where intent comes into play.
Deliberate design starts with an understanding of subtle consumer behavior patterns, which are a reflection of several different elements such as demographics, vernacular language, daily human interactions, etc. A deep understanding of India’s multicultural market should be embodied into the products and must be layered with aspiration and affordability. For instance, rather than largely focusing on specifications, brands should talk about relevance such as support for local language, UI customization and AI assistance in native language. This is purposeful design, based on empathy.
Bridging Affordability and Innovation
Indian companies now have the twin task of remaining price competitive and offering innovation that is valued by consumers. The solution is to create lean but scalable product architectures and invest in modular R&D.
For instance, taking advantage of shared component platforms between product categories enables us to minimize costs without sacrificing quality. Concurrently, localizing component procurement—still producing global-standard products—places Indian manufacturers at a competitive advantage in pricing and responsiveness.
The very combination of affordability and innovation differentiates the new Indian consumer technology ecosystem from its international counterparts. We are not just catching up—we are leapfrogging.
Global Aspirations, Local Roots
The next logical progression for Indian consumer tech brands is expansion overseas. But success in the abroad market depends on establishing credibility within the home market. Indian customers today are more likely to patronize indigenous brands that ensure quality and value, and this homegrown trust is the platform for going global.
Your brand’s entry into global markets can be guided by this very mantra: design world-class products in India, for India, and then expand to scale. Your capability to manufacture at scale and design with purpose is not just a local strength—it is emerging as a global point of differentiation.
The Road Ahead
The Indian consumer technology tale is not one of imitation anymore; it’s one of purpose-led innovation. With maturity in the industry, the new playbook will require investments going deeper into IP development, circular economy methodologies, and ecosystem-driven product development for the digital tech-savvy modern consumer of India.
It’s a turning point moment. Indian brands can not only dominate in volumes, but in vision as well. Scaling manufacturing, coupled with local-grounded design with global ambition, is not only a strategy—it is the Indian consumer tech future.
