In a rapidly evolving tech ecosystem where brand loyalty is fleeting and innovation is a race against time, Sunshine Telelink has quietly and steadily emerged as a disruptor. With marquee our Brands) like Inbase, URBAN, and Arrow, the company is not just keeping up—it’s shaping the way smart accessories and wearables integrate into the lives of India’s digital-first generation.
Founded by the visionary Kumbhat trio—Dharmendra, Nitesh, & Aashish Kumbhat —the company today has its eyes firmly set on capturing 15% of India’s smartwatch market share, a bold goal underpinned by robust product design, youthful branding, and a deep understanding of Indian consumer behaviour.
In an exclusive interview with DeviceNext, we sat down with the founders to explore their journey, their market vision, and how Sunshine Telelink is not just competing—but reshaping the wearable tech conversation in India.
- Let’s rewind to the beginning.
What was the spark behind starting Sunshine Telelink, and how did the idea for launching lifestyle-focused tech brands like Inbase and URBAN come to life?
The spark behind Sunshine Telelink was fuelled by a deep belief that technology is not a luxury—it’s a necessity. Everyone deserves to experience the benefits of modern innovation, regardless of background or budget. We saw a clear gap in the market: while technology was evolving fast, it remained either too utilitarian or too expensive for the everyday user.
With this vision, we set out to create something extraordinary, and that’s how Sunshine Telelink came into existence. India is vastly fragmented and unique in its demography and preferences; keeping our vision intact and committed to serving different segments, our brands URBAN, Inbase and Arrow kept getting added in our journey of almost 2 decades.
- Sunshine Telelink has evolved beyond accessories into identity.
How did your journey evolve from distributing mobile accessories to creating full-fledged lifestyle technology brands with distinct identities?
Our journey began with a simple goal – to deliver quality mobile accessories that made using gadgets easier and more functional without burning a hole in the pockets of our consumers. But as we grew, we realised we weren’t just supplying products—we were shaping how people experience and express their relationship with technology.
This insight pushed us to evolve from distributing mobile accessories to becoming the custodian of one of the most sought-after lifestyle accessories brands. We started building lifestyle technology brands that stand for more than utility. With Inbase and URBAN, we ventured into curating experiences that reflect identity, aspiration, and innovation. Our mission became clear: democratising access to futuristic, design-forward tech that doesn’t compromise performance or price. (Our products are reliable and have smoothly become part of people’s daily lifestyle, without any hassle)
Today, we aren’t just offering gadgets—we’re helping people integrate technology seamlessly into their lifestyle. That’s the heart of Sunshine Telelink’s transformation into 3 customer-centric brands
3.The Indian wearable market is both exciting and extremely competitive.
What gives you the confidence to aim for 15% of the smartwatch market share? What gaps in the market are you solving?
The smartwatch category has seen a slowdown, and rightly so. The space has become saturated with commoditised products offering little differentiation. Brands that treated it as a volume game are now stepping back, citing a lack of innovation. But at Sunshine Telelink, this shift is not a challenge—it’s an opportunity.
Our strategy is rooted in evolving from value to aspiration. This is where our pivot begins. While the value segment plateaus, consumer expectations are shifting toward better design, smarter features, and richer experiences. We’re pivoting beyond basic utility now and introducing smartwatches that are high on design, built with superior materials, and packed with features that go beyond the checklist, like advanced health monitoring, AMOLED displays, AI-powered experiences, and deeper app integration.
In a maturing category, differentiation is the new growth driver—and we’re confident in capturing 15% market share by leading that change.
What is the future of the industry? What is the growth plan for Sunshine Telelink?
In a dynamic digital world where trends evolve rapidly and consumer expectations rise by the day, Sunshine Telelink stands tall as a well-known and reputable brand in the Southern part of the country. Founded in Chennai, we’ve spent over two decades building a trusted legacy in the mobile accessories and lifestyle tech space. Our brands—URBAN, Inbase, and Arrow—have achieved deep market penetration and earned a lasting place in the hearts and minds of consumers across South India. Now, backed by this unwavering trust and proven product performance, we are set to scale our presence nationwide and beyond.
As part of our offline expansion strategy, we’ve recently expanded in Gujarat, Maharashtra, Punjab & Rajasthan and have already started getting overwhelming response. To support our partners, we have started building up experience centres where our customers can get the first-hand experience of our quality. We are now rapidly building our pan-India dealer and distributor network to fast-track our growth plan. Our approach is clear: deeper market penetration, faster service, and wider product availability—especially in high-potential Tier 2 and Tier 3 cities.
Our strength lies in building durable, performance-driven, cutting-edge tech products across three major verticals:
Smartwatches: From Utility to Identity
The smartwatch category in India is entering a new phase. While many brands treated it as a volume game, resulting in product fatigue, we saw an opportunity: design-led differentiation.
With URBAN, our flagship smartwatch brand, we’re redefining what a wearable can be—blending high-end aesthetics with smart functionality:
- AMOLED displays
- Advanced health tracking
- AI-powered features
- Luxury-grade design at accessible pricing
With the consumer shift from value to aspiration, we aim to capture 15% of the Indian smartwatch market by delivering products that are as personal as they are powerful.
Audio: Building Everyday Soundscapes
In an increasingly mobile lifestyle, audio devices are now a daily essential, not an accessory. Our focus in this segment has been to create high-quality, durable, and immersive audio solutions across two verticals:
- Home Audio: Soundbars and Bluetooth Party speakers designed for deep bass, high clarity, and long-lasting performance.
- Personal Audio: From rugged wireless neckbands to high-tech OWS earbuds with ultra-long battery life and ergonomic design, our audio range is engineered for comfort and crispness across work, workouts, and travel.
Power: Compact. Smart. Reliable.
Today’s devices need more power, more often. And consumers demand charging solutions that are fast, compact, and safe. At Sunshine Telelink, we’ve built one of the most trusted power accessory ecosystems in the market:
- Flat GAN fast chargers
- Multi-port universal adapters
- High-capacity, travel-safe power banks
- Smart WIFI Enabled Power adapters
Every product in this range reflects our deep understanding of Indian user behaviour, combining safety, speed, and convenience in one sleek package.
Whether it’s a smartwatch for a working mother, a child’s first wearable, or a rugged audio companion for a traveller, our products are crafted with empathy and precision.
Sunshine Telelink isn’t just building technology—we’re building everyday companions that enhance lives & enable smooth living.
- URBAN has become a loved brand among fitness enthusiasts and youth.
What goes into designing a smartwatch like the Urban Lyf M? How do you strike the balance between style, performance, and affordability?
Designing a smartwatch starts with a clear focus: understanding what today’s youth and fitness enthusiasts, design-conscious millennial consumers, actually want. For them, a smartwatch isn’t just a gadget—it’s part of their identity.
We combine advanced consumer research with in-house design and R&D to deliver a product that performs as well as it looks. Affordability doesn’t mean compromise—it means smart engineering, efficient supply chains, and prioritising features that matter. Our goal is to offer premium experiences at accessible price points, making URBAN the go-to brand for tech that’s stylish, smart, and within reach.
- You’ve built a portfolio that caters to men, women, and even kids.
What’s your approach to product diversity, and how do you decide which segment to target next?
Our approach to product diversity is rooted in one simple belief: technology should be for everyone. Whether it’s a fitness enthusiast, a fashion-forward young professional, or a parent buying their child’s first smartwatch, we design with purpose and inclusivity.
We study evolving lifestyle trends, usage behaviour, and untapped needs across demographics. This data-driven insight helps us spot white spaces and move fast, whether it’s launching sleek wearables for women, rugged options for men, or playful, safe tech for kids.
- “Value for money” is a term often thrown around.
How do you ensure your products truly live up to that promise in both form and function?
For us, “value for money” isn’t just about low pricing—it’s about delivering maximum impact at every touchpoint: design, performance, durability, and user experience.
We start by listening closely to what consumers expect at a given price point, and then we go a step further. Every product is designed to look premium, feel intuitive, and perform reliably.
- The ‘Make in India’ narrative is stronger than ever.
How is Sunshine Telelink aligning with the government’s vision, and what role does domestic manufacturing play in your strategy?
We’re proud to be aligned with the ‘Make in India’ vision—not just as a compliance strategy, but as a core growth pillar. We’re also investing in R&D, local job creation, and partnerships with Indian OEMs—making ‘Make in India’ a long-term commitment to our nation.
However, we need to keep in mind that building a 100% indigenous manufacturing ecosystem takes time, and we believe in doing it right, step by step. As a unified country, as we better our infrastructure, develop a robust tech R&D ecosystem, our reliance on imports will continue to see a decline.
- The DNA of Sunshine Telelink seems to be built on innovation and accessibility.
What does innovation mean to your team? How do you stay ahead of trends in an industry that changes overnight?
For us, innovation isn’t just about adding features or chasing trends—it’s about solving real problems with simplicity, smart design, and inclusivity. We believe true innovation is when cutting-edge technology becomes accessible, intuitive, and part of everyday life.
At Sunshine Telelink, we stay ahead by listening first—whether it’s consumers, channel partners, or market shifts. Our internal teams are structured to move fast: we prototype rapidly, test constantly, and evolve based on real-time insights.
- You’re not just building products—you’re building a brand legacy.
Where do you see Inbase, URBAN, and Arrow in the next 3 to 5 years? Is global expansion on the cards?
Each of our brands has been carefully crafted with a distinct purpose, and together, they form the foundation of our long-term vision.
While URBAN is our flagship for high-tech, design-forward innovation, Inbase serves the mid-premium segment, focusing on durable, reliable, and value-packed everyday essentials. Arrow is our mass-outreach brand, created with one mission: making technology truly accessible. We deliver the best possible quality at entry-level price points, without compromise. As digital penetration expands across Bharat, Arrow is leading the way in democratising smart technology for Tier 2, Tier 3, and rural India.
- Lastly, what advice would you give to young entrepreneurs entering the smart tech or wearables space?
Having built a multi-brand empire from the ground up, what’s your biggest lesson learned?
Start with purpose, not just product. The smart tech space is crowded, but there’s always room for ideas that solve real problems or elevate everyday experiences.
Focus on building trust through quality, after-sales support, and consistency. Don’t chase trends blindly; instead, build brands that can adapt and endure.
The biggest lesson we’ve learned? Stay close to your consumer, and even closer to your team. Innovation is not just in features—it’s in how you think, respond, and evolve. That mindset has been our biggest edge.
