In an exclusive interaction with Amit Dugar, Managing Director of VIDA Global, we explore the company’s journey from a leading OEM to an innovation-driven consumer tech brand. Singapore-based VIDA, with subsidiaries in India and Africa, forayed into the Indian market in 2022 and has since scaled up to manufacturing over 2 million units annually. Now, with a strong focus on AI-driven audio solutions, smart personal wellness devices, and next-gen connectivity products, VIDA is poised to disrupt the Indian market. Dugar shares insights on the company’s expansion strategy, India’s evolving electronics landscape, and VIDA’s vision for delivering high-quality, value-driven technology to consumers.
VIDA was founded with a vision to transform connectivity, creation, and innovation. Can you walk us through its journey from its early telecom roots to its expansion into global markets?
VIDA’s journey began in telecom, a sector we’ve been part of since 2006. We launched the company in 2010, establishing Singapore as our base for its strong financial ecosystem and business credibility. Initially focused on mobile device trading, we quickly transitioned into customized solutions for telecom operators, positioning VIDA as a trusted OEM partner.
Our expansion into Africa was a turning point, where we pioneered house brands for large-format retail chains. Today, we manage products across 30,000+ retail stores globally.
In 2022, we entered India, recognizing its growing demand for quality-driven, affordable technology. Our strategic focus on the audio and wearables segment saw us ship nearly half a million units in our first year. With strong market traction, we are now set to surpass 2 million units, reinforcing our commitment to innovation and scale.
VIDA started its journey as an OEM and now has plans to transition into a brand. Could you walk us through the thought process behind this shift?
The decision to establish VIDA as a brand is not merely about market presence—it is an intrinsic part of our long-term vision. We are approaching this transition with careful consideration, leveraging our deep industry experience and insights gained from the OEM business. Having worked on both sides of the spectrum, we understand the challenges and opportunities that come with brand building.
Unlike many new entrants aiming for overnight success, we are not driven by the ambition to be the number one brand instantly. Instead, our primary goal is to bring high-quality, value-driven products to the Indian market. There are several underrepresented categories that present significant opportunities for innovation, and we intend to bridge those gaps with well-engineered solutions. Our approach is to build credibility in a phased manner, ensuring strong market acceptance before scaling up.
How do you perceive the Indian market’s potential, and what are your targets in the first few years?
The Indian market presents immense potential, particularly in the consumer electronics space. Over the years, Indian consumers have evolved in their preferences—they are no longer just looking for the most affordable option but also prioritizing quality, features, and the overall experience. This shift aligns perfectly with our vision to introduce innovative products that blend performance with accessibility.
One of the key areas we see immense potential in is personalized audio solutions. Every individual has a unique hearing profile, and globally, customized audio solutions catering to this variance are available at premium price points. We have the capability to bring this level of personalization to the mainstream market at a fraction of the cost—without compromising on quality, user experience, or performance. That is the scale of innovation we aim to introduce through our brand.
Our brand philosophy is centered around delivering products that exceed consumer expectations in terms of functionality, durability, and experience. In the first few years, our focus will be on strengthening our presence in key categories, ensuring high consumer satisfaction, and gradually expanding into adjacent product lines that complement our existing offerings.
Beyond smartwatches, wearables, and audio, do you plan to expand into other segments?
Yes, while we will continue strengthening our presence in audio and wearables, we are actively exploring expansion into new segments. Some of the areas where we see strong growth potential include personal care electronics, next-gen smart gadgets, and visual entertainment solutions. For instance, projectors are redefining how consumers engage with content, offering a compelling alternative to traditional TVs. Similarly, IoT-enabled devices that enhance everyday convenience present significant opportunities for innovation.
Our aim is to explore categories that remain underrepresented in the Indian market and introduce cutting-edge solutions that drive real value for consumers. Every expansion decision is guided by our core principles of innovation, quality, and accessibility.
How is VIDA redefining the traditional OEM model?
Traditionally, OEMs (Original Equipment Manufacturers) have been viewed as suppliers assembling standardized components—akin to a LEGO-style assembly model. However, the dynamics of this space have evolved significantly, and VIDA is at the forefront of this transformation.
We don’t just operate as an OEM; we are reimagining the supply chain by managing the entire product lifecycle—from conceptualization and design to manufacturing, after-sales service, and customer engagement. This requires deep integration of original design manufacturing (ODM), user-centric innovations, and cost optimization strategies to ensure competitive pricing while maintaining superior quality.
In India, the government’s ‘Make in India’ initiative has made commendable progress in boosting local manufacturing. However, true value creation lies not just in assembling products but in driving end-to-end innovation. Our evolution into a brand is a natural extension of this philosophy—where we are not just manufacturing products but addressing direct consumer demands with thoughtfully designed solutions.
By adopting this holistic approach, VIDA is poised to bring disruptive, high-quality products to the Indian market, ensuring that consumers receive innovative, durable, and value-driven solutions.
What key innovation trends are you witnessing in consumer gadgets, and can we expect more such solutions from VIDA?
Absolutely. Innovation is central to our strategy, and we are actively developing solutions across three key areas. In audio technology, we see a significant gap between global and Indian brands, and we aim to bridge this with premium sound quality and AI-driven enhancements. In personal wellness and grooming, the demand for smart hygiene-focused products is growing, and we are working on solutions that integrate seamlessly with digital ecosystems. Lastly, in next-gen connectivity, alongside our 5G router, we are developing an affordable plug-and-play internet device for TVs, tablets, and more, particularly targeting markets like Africa, with a sub-₹700 price point powered by Qualcomm.
