NOPE is a homegrown brand focused on delivering high functionality gadgets and smart wearable for the GenZ and the youth. NOPE’s USP lies in its manufacturing facilities, and how it focuses upon being cent percent homegrown — right from its production units, the unique design philosophy behind its products or the distribution. In a category that’s flooded with players like boAt, Noise and Mivi — NOPE is banking upon its impeccable distribution network and a distributor centric approach to cater to the ever-increasing demands of the customers.
The brand is led by Mr. Keshav Arora, Chief Executive and Managing Partner of NOPE, who brings with him more than 22 years of experience in Sales & Marketing. DeviceNext had the opportunity to have an interaction with Mr. Arora, and know from him how the brand intends to be the unconventional preference of the youth and the insights into the strategy to become a ₹1,000 Crore brand in the next 3 years.
Here’s a snippet from the interaction.
Kindly tell us about the brand inception journey and its differentiated market positioning?
NOPE is a homegrown brand, focused on delivering high functionality gadgets and smart wearables for the GenZ and the youth. The brand was founded with a mission to provide exceptional quality products to the customers, and it has been able to achieve this by being cent percent homegrown. Own production unit and unique design philosophy behind its products NOPE has ensured that everything is done in-house, which has been a key differentiator for the brand from other players in the industry.
NOPE’s USP is its unique business model which is different from the traditional distribution channels to make up the majority of the sales. NOPE has its exclusive brand owners for each state who get access to NOPE’s range at the manufacturing cost itself, and thus they can extend it to the retailer and the downline at a margin.
Please share some insights into your product focus startegy for the Indian market?
NOPE made its debut in India with a range of mobile accessories and smart gadgets that cater to the needs of the young and vibrant audiophile millennial. The brand has launched a promising range of products that includes Neckbands, Wireless earphones, TWS earbuds, Bluetooth speakers, Smart watches, Fit bands, USB chargers, Cables, Chargers (wired and wireless), Power banks etc. The Price Range for NOPE’s products for now is from ₹199 up to ₹2999 — a bracket in which it is the only player to deliver such high quality products. However, for the Indian markets — the brand is currently focused on it’s exclusive range of TWS earbuds, Neckbands and Speakers.
How does the brand brings new age technology for competitive edge in this segment?
NOPE has brought new-age technology to the mobile accessories and gadgets segment with its range of products that feature Type C Fast Charging, Google Assistant; Siri support, Touch control, and 13 mm drivers to name a few. The brand’s flagship Neckbands and Earbuds are equipped with some of the stand-out features that are hard to find in other products in the same price range. With its focus on R&D, NOPE is committed to bringing the best of technology and quality to the customers in the times to come. The brand comprises research teams spread across India, Taiwan, China and the Middle East where a lot of research is being done on the artificial intelligence, latency and the ability to deliver consistent high quality products as a whole.
Please tell us about your India market projections and growth roadmap for the coming years?
NOPE is banking upon its impeccable distribution network of Brand owners and a distributor-centric approach to cater to the ever-increasing demands of the customers. The brand has 15 Brand Owners, 370+ distributors who possess an integrated access to 30000+ retail points.
NOPE’s distribution expertise, lucrative partnership models and the unwavering attention to R&D can be instrumental to the brand’s success. The brand intends to put a 360° emphasis on the omni-channel network, right from B2B distribution channels to Online marketplaces, alongside their own proprietary platform as a stepping stone to its quality-centric approach.
NOPE’s goal is to achieve ₹300 crore revenue in this fiscal year, and scale it up from there. The brand intends to be a ₹1000 crore brand in the next three years by being the unconventional preference of the youth by positioning its product range around the needs of the bright and confident youth of India. The youth remains at the center of NOPE’s positioning, and the brand as a whole.
