It’s no secret that the Indian smartphone adoption has witnessed an increased demand trend in the last 5-6 years owing to growing digital transformation and impetus on the digital economy. Another industry that saw unprecedented growth while piggybacking on the smartphone boom was the mobile accessories segment. The mobile accessories category not just comprises USB cables, power banks, chargers, and earphones, but also includes smart wearables, Bluetooth neckbands, and TWS. It is estimated that by 2023, the Indian mobile accessories market will reach INR 25,000 crore. And many brands have forayed into this lucrative space to get a larger piece of the market pie.
It is said that the consumers drive the change in the market. A smartphone today has become a device that is more than a communication medium. It has become an important aspect of life as a device for learning, gaming, banking, and entertainment. Consumers having entertainment on the go have realized the need for mobile phone accessories that will enhance their overall experience of using the smartphone. Be it a power bank to juice up their smartphone, Bluetooth neckbands or a TWS to give a has sle-free sound experience, smartwatches to track their fitness and monitor health, or wireless Bluetooth speakers to enhance their entertainment. These and many other mobile phone accessories have become essential for a smartphone user today, which is also a driving factor behind the emergence of homegrown smart mobile phone accessories brands in India.
Just like their smartphones, consumers also like to keep their mobile accessories trendy and in vogue. This has also been a major reason for driving the growth of the mobile accessories market. Some years back, the mobile accessories segment was largely unorganized and was mostly driven by imported products being labeled in India. With government’s ‘Made in India’ initiative and launch of favourable policies and incentives have resulted in many homegrown brands starting manufacturing in India. The last 4-5 years have seen the emergence of brands that have changed the mobile accessories landscape in India. The segment is more organized with deep retail and distribution channels, reaching even the Tier-3 and Tier-4 markets, and most importantly having domestic manufacturing benefit from the government’s PLI (product linked incentive) scheme for smart wearables.
Our endeavour through this story is to feature those emerging brands that are the home-grown movers and shakers of the mobile phone accessories industry in India. From fully realizing the government’s ‘Make In India’ initiative where accessories such as USB cables, power banks, headphones, and even smartwatches, etc. are now manufactured in India, to bringing innovative products with premium features within the budget of a consumer. These mobile phone accessories brands are the game-changers in the smartphone industry ecosystem. We bring to you their brand’s story and how they plan to evolve this market further with innovative consumer-oriented products.
One of the fastest-growing wearable brands in India, Noise emerged as the No. 1 smartwatch brand and the second-largest in the TWS category. Founded in 2014 with a focus on mobile cases, Noise soon realized that there are only a handful of brands catering to the growing need for smartphone accessories. The brand revamped in 2018 and moved ahead with the mission to democratize connected lifestyles for tech enthusiasts and the community. Growing from a bootstrapped start-up to an aspiring brand in the smart wearable industry, Noise has registered significant growth in the past few years.
The Brand USP
Co-Founder and MD, Noise
Amit Khatri explains, “Our innovation is centered on providing the technology that users across profiles need in their day-today life. With 9 industry-first innovations to our credit, we forge our way into the future with a heightened sense of co-creation and innovation in our products. It is the deep understanding of what the consumers need and making that possible, is that helps the brand stand out. Apart from that, Noise has been aggressively contributing to the Make in India initiatives. We started local manufacturing in August last year, and are already making 25% of our products locally. Our products are made in India, for India, aided with a significant competitive advantage.”
Growth journey highlights and challenges
Ever since its inception, Noise has constantly grown to emerge as one of the leading and most aspiring brands in the smart wearables industry. From smartwatches to smart audios and now, smart eyewear, Noise strives to empower consumers with industry-leading and purpose-led innovation. The brand is present across two main categories at present – Smartwatches, and Smart Audio (TWS, Earphones, Headphones). Among these, the smartwatch and TWS categories have shown the most remarkable growth over the years, the company has already recorded a 17x growth in the last 30 months. As per the recent Counterpoint report, Noise led the market in 2021 with a 27% share and over 278% YoY growth in the smartwatch category. One of the biggest challenges in a startup ecosystem, especially tech, is finding the right talent and people to work with. However, the brand has been able to create a team and work culture at Noise that has been recognized as a ‘Great Place to Work’.
Focus market segments and expansion plans
Talking about the company’s roadmap, Amit Khatri says, “We don’t just want to grow but grow deeper in what we do. This year marked the launch of ‘Noise Labs’, our in-house tech incubator where future-ready products will be created. Our latest smart eyewear, Noise i1, is an innovation from ‘Noise Labs’ and is a category creator rather than a revenue-targeting product. We will continue to strengthen our portfolio across categories in the coming times.”
Catering to the dynamic needs of Indian consumers
The core elements a consumer looks for in the gadgets they purchase value for money and experiencing industry-leading innovation. The consumer-centric approach based on data-led insights and supported by design-led innovation has helped the brand fulfill consumers’ demands to the utmost satisfaction. The overwhelming response from the community is a testament that Noise is on the right path and constantly emerging as one of the most aspiring D2C brands.
Fire-Boltt, a homegrown brand that started its journey nearly seven years ago and today is one of the leading brands in the booming Indian wearable market. The brand has organically expanded its reach online as well as offline across more than 750 towns and cities in the country within a period of just 12 months, and created a brand popularity among the Indian consumers.
The Brand USP
Co-founder, Fire-Boltt
Fire-Boltt were the first ones to provide features like SpO2 monitoring, BP monitoring, Bluetooth-calling features tethered with its smartwatches. It is also the first homegrown brand to offer rewards to users for walking, running, watching movies and listening to music. The rewards could then be redeemed to buy branded products from brand’s in-app store. By reaching out to its consumers through exclusive online launches at discounted prices on e-commerce portals like Flipkart and Amazon, the brand has managed to resonate with today’s generation that believes in staying abreast with the latest in technology. With its best products priced between an extensive range, Fire-Boltt is within everybody’s reach.
Growth journey highlights and challenges
Fire-Boltt realized that there was a dearth of quality products at an affordable price. So, it set out to offer a wide range of smartwatches and wearables to the Indian consumers. This variety of choice at an economical price-point catered to the people across different age spectrum and strata of the society. Seeping into the market, and making the brand identifiable to the youth was certainly Fire-Boltt’s biggest challenge. The brand roped in youth icons like Virat Kohli and Vicky Kaushal, eminent names in their respective fields, yet known for their work, and highly revered by the youth – the brand’s target. The TWS products in the audio segment too added to the growth of the brand. After all these efforts, Fire-Boltt registered a 2,000% YoY growth to capture 24.6% of the market in the shortest time frame.
Focus market segments and expansion plans
When Fire-Boltt expanded its presence from 350 cities to more than 750 cities across the country, it decided not to spend money on marketing but on its product and R&D. To reach out to consumers, Fire-Boltt created an omni-channel approach to connect with them. Today, it has swept into the tier-2 and tier-3 cities after covering the metros. Fire-Boltt has launched outlets in UAE, where it was a grand success, and now is also expanding into Middle East, Sharjah and other Emirates. The brand steadily aims to foray into the global markets as well.
Catering to the dynamic needs of Indian consumers
Indian consumer is exposed to global standards in today’s times. Thus, they seek such products and features from their latest buys. Fire-Boltt continues to strive for perfection, with every timepiece they launch. The first-time buyers cannot invest a lot, thus budget friendly products with all the needed features are what attracts them. This stands true for mobile phone accessories too. Though the smartwatch with its highend technology has become an extension of the mobile phone itself, mobile phone accessories are still needed. In a sought-after price range, the TWS pieces have become a rage. The style quotient add value to the usability, and being budget friendly is an add on.
Having taken the new-age ‘soundware’ vista by storm since its inception in late 2019, Truke is dedicated to designing high-quality sound equipment through constant innovation and progressive technology. The brand has become a symbol of excellence and quality delivering state-of-the-art true wireless stereos, wireless headphones, earphones, and sound accessories.
The Brand USP
Founder and CEO, Truke India
As India’s leading brand for soundware accessories, Truke concentrates on delivering ultra-rich premium sound quality, reliability, wearing comfort, and durability while positioning its products in an affordable range. The brand aims to challenge the high-end sound vista that mostly features exorbitantly-priced products by extending the same quality but at an affordable price. The company’s range of sound products is highly distinguished and crafted in accordance with the hearing sensibilities of the human ear, designed to transmit every sound to the minutest wave, broken down to the last decibel, whether a whisper or a thunderstorm. The entire range of acoustics is fashioned to stimulate the auditory senses to bestow an authentic listening pleasure.
Growth journey highlights and challenges
Truke ventured into the sound and music accessories market when the competition was sky high. The brand managed to wade through and make it on its own. Even during the pandemic when market experts opined that only the strong and resilient forces could weather this turbulent storm, Truke continued to march forward confidently despite the pandemic laying waste to the majority of the market. One of the company’s flagship offerings, The Truke S1 launch offshooted a massive hike that created a highly conducive professional atmosphere in the company where everyone was striving towards a common goal while working as a team and resolving various issues through hard work and discipline on a daily basis. The brand has managed to carve its presence in the market by capturing a significant 5% share of the total market.
Focus market segments and expansion plans
Truke is currently targeting to spread its offline presence across the Western and Southern expanse of the nation. The company is also focusing to strengthen and improve upon its overarching tech architecture and making substantial contributions to the ‘Make in India’ initiative of the Government of India by August. At the same time, Truke is also prepping to branch out pan-India offline operations by September this year. The brand also intends to launch some next-gen sound accessories like the ANC neckband as well as a novel range of TWS by August.
Catering to the dynamic needs of Indian consumers
The modern Indian customer is unwavering in its demands and expects nothing short of the best innovation, power, performance, and affordability when it comes to the sound ware segment. Focusing primarily on the Indian wireless solutions market and catering to the middle-class section comprising people aged between 15 and 40 as its designated target audience, Truke seeks to provide low-cost sound alternatives that convey the same listening experience as the high ranged products in its segment. The company also ambitions to venture into the smartphone accessories category essentially making products such as True Wireless Stereos (TWS), wireless net banks, USB cables, and chargers.
From not being able to purchase a reliable, certified accessory for their phones, the founders of Mivi identified the need gap in the Indian market. They founded Mivi to provide users with high-quality, authentic, certified, and affordable electronic devices. The company has developed in-house talent and has set up its own and India’s first audio electronics manufacturing unit in 2020. Mivi strives to make a difference in the Indian electronics market by introducing innovative, high-quality ‘Made in India’ products and making them available to the customers at affordable prices.
The Brand USP
Co-founder and CMO, MiVi
Mivi develops products that address a need or a gap in the market. Mivi considers it is essential to first identify why a certain product needs to be launched, as Indians have unique preferences and environmental conditions. Mivi’s R&D team works meticulously at identifying these tastes and needs and products are developed to cater to that. Additionally, having design and manufacturing capabilities in-house gives Mivi end-to-end control over the quality and build of the product. Thus, Mivi can offer premium build, cutting-edge, feature-rich products that Indian customers have come to expect and value.
Growth journey highlights and challenges
Looking at the growth trajectory, then since its inception, Mivi has been doubling its revenues year on year – signifying that its journey has been remarkable. Furthermore, the brand expects to generate INR 400 crores in revenue this year, up from INR 150 crores the previous year. Mivi started with the launch into the charging category with cables and chargers in 2016. Now, it operates in TWS, wired and wireless earphones, and Bluetooth speakers. Recently the brand ventured into the home audio category with sound bars. Today, the audio category accounts for 90% of Mivi’s revenues.
Focus market segments and expansion plans
Mivi has recently launched into the home audio category and has seen immense success. The brand is now gearing up to soon launch into the wearables category. It is also working to introduce innovative hearable products within the existing portfolio. Apart from that, Mivi is now focused on expanding its market presence from being predominantly online to establishing a robust offline foothold. This will enable Mivi to get closer to its customers, understand their needs, and offer an impeccable experience. Furthermore, Mivi is now building a new 10L square feet factory in Hyderabad. It will increase the brand’s manufacturing capacity tenfold, enabling Mivi to provide employment opportunities for 3000+people. Mivi intends to soon invest in a second factory in phase 2, which is in the planning stages.
Catering to the dynamic needs of Indian consumers
Talking about the Indian consumers, Midhula said, “We are a country with a predominantly younger population that are looking for something affordable and of great quality. Quality and affordability are what impress the youth today. Hence, we at Mivi focus on the product. We own the IP of the products and design and manufacture them in-house. Furthermore, we first figure out what is it that the Indian consumer needs and is lacking in the products available in the market, and after that, we design and develop the products. We do not simply import parts from other nations and then assemble them; instead, we do everything in-house, from design to manufacturing, at our manufacturing plant. This is what has set us apart from our competition. Superior product, value pricing, and exemplary customer product is our strategy.”
Founded in 2003 by Aashish Kumbhat, Inbase tech was started with the sole purpose of enhancing the customer experience, through accessories that are of superior quality, ergonomically built, and world-class features, all in a strong and stylish packaging. From mobile cases and covers to high-end lifestyle gadgets, the brand has brought in smart Bluetooth audio devices, TWS, earphones, power banks, Air pod accessories, car, and bike mounts, tablet accessories, power adapters, and cables all under one roof. In recent years Inbase has carved a niche for itself with an array of products that caters to the consumers’ needs, and are both innovative and affordable.
The Brand USP
Founder and Director, Inbase
Talking about what differentiates Inbase from the rest, Aashish Kumbhat said, “Every brand has its USP and for us what makes us different from the rest, we would say is that we offer our customers best-in-class products that are not only affordable but also stylish and innovative. We believe in the power of good user experience and try to give them the best support possible as per their need and support them with an end-to-end process.”
Growth journey highlights and challenges
Over the years, Inbase has managed to sustain staggering growth and aims to raise the bar further in the years to come. Inbase offers a diversified range of premium mobile accessories and lifestyle product enhancements, but the segment that drove the growth is the smartwatches segment. Elaborating further, Aashish explains, “Our flagship range of watches are extremely popular among the masses as URBAN. The Urban series features some of the best technologies from health, fitness, and activity monitoring to being an instant assistant to your smartphone. Not only do these smartwatches bring you versatility with style, but they also come with a plethora of sensors that help to keep a focus on your health, while multiple sports modes ensure you have an active and fit life.”
Focus market segments and expansion plans
Inbase plans to aggressively expand its wearable segment and launch a lot of high-end products with advanced chipsets, fast charging, best quality material, and cutting-edge style in product categories such as neckbands, earbuds, smartwatches, etc. The brand also intends to expand in the home automation segment as well. In India, the brand has partnered with most of the major LFRs and is also rapidly expanding its distribution network across India with the vision to appoint 500 distributors. The company targets tier-2 cities that are fast-moving towards medium and premium price categories and smaller towns and villages that are upgrading to low and medium-priced products. It is also eyeing big on the exports market as Inbase products are already well accepted in the global markets.
Catering to the dynamic needs of Indian consumers
Today’s consumer is looking for devices with advanced features and designs at affordable prices. Local players are offering products with similar characteristics at lower prices and cheap materials to compete in the market. Inbase provides its customers with the best products with advanced features, and premium quality materials at affordable prices without compromising on quality, which has helped Inbase to gain customer trust and satisfaction, and the company wishes to deliver the same in near future.
As the growing adoption of smartphones coupled with high-speed mobile data for utility, entertainment, and security apps are giving birth to the new ecosystem of AIoT – PLAY intends to be the major player in this fast-paced changing technology world. PLAY aims to form the consumer device and service experience that rides on robust R&D capability and also its understanding of the Indian consumer.
The Brand USP
Co-Founder, World of Play
At PLAY, deeper insights into consumer behaviour study, manufacturing, and supply chain is the sheer strength of the management. Through the connected back-end ecosystem of devices, the company has been able to see multiple device purchases by the same consumers over the last 3-years, which is a clear indication of their growing and satisfying brand experience. Aligning to “Atmanirbhar Bharat”, the company incubated the PLAY Design Labs in the formative years of the company and started producing its designs in India when every other brand wanted to import goods from the eastern part of the globe. PLAY Design Labs, provides the company with the opportunity to interact with its consumers, take their feedback, and process the same to build the next set of amazing and innovative products.
Growth journey highlights and challenges
PLAY has always been confident in carving the brand backed by an indulging consumer device experience, and hence the ability to sell in the offline (experience and buy) retail market. Over the last 3-years, PLAY has grown, both in the minds of consumers and retail partners as a brand, they love and would love to have in their portfolio and scheme of devices. The company remains extremely thankful for the confidence shown by the consumer and also its retail partners.
Focus market segments and expansion plans
IoT or advanced internet of things is the focus vertical of the PLAY Design Lab team. Currently, PLAY serves its consumers on connected device experience over Acoustics and Wearables category, but it soon would be releasing products into consumer electronics and personal security space. Being present at approximately 45,000 retail outlets, the company intends to double the count of its offline retail presence over the next 12 months. While PLAY remains extremely bullish about the growth of its retail expansion, in the current year, it intends to double down on its consumer reach by nurturing mature partnerships in the online space too. The company believes the market is split between consumer convenience and desire to touch and feel the products, and hence finds it prudent to complement the offline expansion with online availability too.
Catering to the dynamic needs of Indian consumers
The Indian consumer is very clear about his device and technology requirements, doesn’t fall prey to technical jargon, and seeks to demystify the technology for himself. More than the tech, he is yearning for the right device experience. PLAY Design Labs reach out to the consumer through multiple platforms like customer care, market feedback, social presence, and landscape study to build the next set of product innovations. PLAY design labs use the latest technology but create a simplified yet satisfying device experience and the same has been able to make the brand stand out amongst the industry peers.
Offering a premium look and feel, packing the latest innovative features, and yet being budget-friendly, is the mantra that has made Gizmore one of the leading brands in the mobile and accessories space in India. Founded in 2018, Gizmore initially focused only on music accessories and fitness devices. Through consistent efforts and great word-of-mouth, Gizmore gained customers’ trust and established itself in these categories. Since then, the brand has grown in terms of offerings and is also present in the home audio and outdoor party speakers category.
The Brand USP
Kalirona CEO and Co-Founder, Gizmore
Gizmore’s iconic design, superior quality, and incomparable pricing set it apart from the rest. Over time, the brand has developed a diverse portfolio. It invested heavily in testing and ensuring that it offers the best quality products. Realizing early on in our journey that customer retention and repeat purchase are imperative to succeed in today’s time, Gizmore has established a strong CRM system to make sure that it offers a great experience to existing customers.
Growth journey highlights and challenges
The last couple of years has been tough for the industry. Navigating through the pandemic was not an easy feat. While it was challenging to keep the wheels rolling, there was also an opportunity. During the pandemic, the sales of fitness devices, party speakers, TWS, and neckbands skyrocketed. The brand has also aligned to the Make In India initiative and started manufacturing in the country. Gizmore had started with cables, earphones, chargers, and power banks, and then moved to speakers. At present, more than 80 percent of Gizmore’s speaker portfolio is Made in India, and the brand also launched ‘Made in India’ smartwatches last month. It is through hard work, belief, and patience, that Gizmore has been able to clock a turnover of INR 60 crores last year. The brand is extremely bullish about the current year and eyes an INR 100 crores revenue.
Focus market segments and expansion plans
Talking about the key focus areas of Gizmore, Mr. Sanjay Kalirona said, “We work in a dynamic market and need to keep pace with the changing needs and aspirations. Having recently expanded to the home and party audio category, we would be looking at making a formidable mark in the space. We are already among the top five players in the home audio and mobile accessory category and eyeing a solid footing in the fitness devices category.”
Gizmore has a strong channel network and is now available through major online channels. In the coming days, the brand plans to cement its relationship with all major online players and foray into the D2C space.
Catering to the dynamic needs of Indian consumers
To cater to the incredibly demanding Indian consumers and diverse segment, Gizmore keeps a track of the changing consumer needs and accordingly adapts its offerings. Timing is another crucial element in this regard. As a brand in the mobile accessory space, one also needs to have a quick turnaround. Gizmore has consistently offered quality products that have helped it to establish a niche in the segment. A strong connection with vendor partners and a robust ser[1]vice network gives the brand an edge over its competitors. To remain ahead of the curve, Gizmore tries to remain in constant touch with its channel partners and customers.
Atrendsetter in the mobile phone accessories segment, Stuffcool, a homegrown brand that since its inception in 2014 has been constantly innovating, and launching many firsts for the Indian consumer like India’s first GaN charger, India’s most powerful wall charging station, and car charger, and so on.
The Brand USP
Chief Operating Officer, Stuffcool
With constant innovation and a true passion for gadgets and accessories, Stuffcool prides itself on always being the first in every sub-category it retails. From launching PD Powerbanks and Chargers in 2018, even before Apple introduced the standard, Stuffcool pushes itself to enrich the consumers’ experience with their favourite devices. Today, Stuffcool is proud to have won several awards for their Napoleon, India’s First GaN Charger; Centurion Charging Station, India’s Most Powerful Desk Charging Station.
Growth journey highlights and challenges
Stuffcool was launched with 7 core categories that cover most Consumers’ need for an accessory for their favourite devices. The biggest challenge that Stuffcool even faces to[1]day and has always faced is the illegal grey market imports. These imports don’t adhere to any safety or legal protocols – undercut good Indian companies and also provide consumers with unreliable products. With the Indian government’s push towards ‘Make In India’, the introduction of BIS Certification for Chargers and Powerbanks – there is now a barrier to entry for these illegal imports. Stuffcool is focused on providing world-class level charging solutions for Indian consumers, most of the products being made in India. The Device Brands removing chargers from the box has given Stuffcool a further impetus to focus entirely on chargers and charging solutions.
Focus market segments and expansion plans
Stuffcool’s target market is very simple, any consumer that is buying a premium smartphone is its customer. Stuffcool is focused on enriching these consumers’ experiences with their favourite personal devices. The brand wants to ensure that its consumers don’t have to compromise on either front – be it fast charging or reliable charging. Stuffcool is completely focused on providing top quality and unique charging solutions for these consumers to use at home, work, and even their cars.
Catering to the dynamic needs of Indian consumers
An Indian Consumer today doesn’t own just 1 device. Post the pandemic, the widespread adoption of wearables and personal audio products has created an individual ecosystem of sorts. Today, most consumers have 2-3 devices and Stuffcool strives to develop world-class charging solutions that focus on charging this “Individual Ecosystem” rather than just 1 product. Stuffcool focuses on the convenience of a consumer – wherein a single solution takes care of charging multiple devices with no compromise on speed. All of Stuffcool’s chargers and power banks are BIS Approved and are packed with an additional intelligent safety/protection layer that ensures reliability as well.
Since its inception nearly seven years ago, Crossbeats has been keeping a tab on the pulse of new India and its demands. This has led Crossbeats to grow into a large consumer-tech brand that is minimalistic in design, high on specs, and bold in the tone of voice.
The Brand USP
Co-founder, Crossbeats
CrossBeats caters to the intrinsic needs of new India, especially in the audio and wearable segments. The brand is now amongst the leading home-grown D2C brands as Crossbeats registers about 50% sales through its website. The unique designs, and latest technology, with premium quality at a pocket-friendly price, is what sets CrossBeats apart from the competition. The brand’s highlighting USP is its dedicated customer support team that resolves customer issues 24×7. All CrossBeats products come with 12 months of manufacturer warranty, which assures complete customer satisfaction.
Growth journey highlights and challenges
Though the wearable and smartwatch industry, including TWS, has been on unprecedented growth in the past few years, the pandemic impacted CrossBeats as well in the last two years. Majorly the supply chain and operations were impacted which led to a slowdown in production as well as supply of raw material to the company and finished goods to the consumer. CrossBeats resolved this through strategic liaisons with superior logistics companies and by becoming a tech brand with a focus on reaching out to the end user directly. Smartwatch[1]es and noise canceling TWS devices are already market bulls and will be the company’s focus areas in the future.
Focus market segments and expansion plans
To date, CrossBeats has been an online-only platform, and now the brand is planning to foray into the offline market. This way it will be able to reach out to newer markets, that have been untouched by the brand – CrossBeats. And for this, the brand is working towards strengthening its brand value by launching products with never seen features and futuristic technology. The R&D team of CrossBeats is working towards ensuring that the brand remains an industry leader when it comes to innovative products by keeping abreast with the times. With the customer at the core, CrossBeats intends to become the go-to brand when it comes to extraordinary prod[1]uct lines in the coming years.
Catering to the dynamic needs of Indian consumers
The Indian consumer is evolving and is aware of the latest innovations across the globe. The jet setters can access this technology when they travel. But for the common youth, CrossBeats wants to become the answer to all their needs. The company is proud of the fact that it’s a D2C brand, with youngsters at the center of this technological revolution. The feedback that CrossBeats gets from the customers is worked upon extensively to incorporate it into the next product. Over the past few years, CrossBeats has realized that smartwatch[1]es with innovative features and upgraded TWS advanced noise-canceling technology will lead the market, and they are ready to cater to these needs.
Quantum Hi-Tech is a 30-year-old brand, which started as a manufacturing company for products like UPS and Desktops. As they say, necessity is the moth[1]er of all inventions, Quantum Hi-Tech has diversified by staying abreast with the latest technology and consumer needs, and has delivered premium audio and mobile accessories products at affordable prices.
The Brand USP
Director, Quantum Hi-Tech Merchandising Pvt. Ltd
Quantum Hi-tech is a homegrown lifestyle tech brand for all sorts of consumer technology products, including audio products, power banks, wearables, etc. The brand’s biggest USP is its 30 years of experience in the Indian market, which no competitor can claim to have. With a strong R&D team, that comes up with innovative and in-demand products, Quantum delivers what it envisions with the help of tie-ups with Indian manufacturers. Another USP of Quantum is its after-sales service. With effective and quick response communication modes set up for B2B as well as B2C consumers, the consumer first motto always drives the company.
Growth journey highlights and challenges
Even as the Quantum team was delivering well as per the changing consumer patterns, the pandemic and induced lock-downs crippled the supply chain as well as manufacturing capabilities. However, the company adjusted swiftly to the situation through strategic tie-ups with superior shipping lines and by bolstering in-house manufacturing, with the help of technology to overcome all bottlenecks. Though consumer technology as a whole is indispensable in modern-day life, there are a few segments that have done exceptionally well for Quantum in the recent past. The audio segment, in particular TWS products, neckbands, earpods, etc, has been the most sought-after Quantum products lately, thereby being the growth catalysts.
Focus market segments and expansion plans
Currently, the audio segment is growing at an unprecedented rate, and Quantum has all its energies focused on it. Its Sonotrix range recently arrived with a bang and all products under it have performed remarkably well. There is a growing demand for products with longer battery life, needing lesser recharging. And that is on the company’s priority list as well. Hence, Quantum’s latest range of audio products requires lesser recharging. Talking about Quantum’s reach, the company has already covered most of India. It has a stronger presence in North India, so Quantum is now focusing on the South Indian market as well. Its next step is to reach out to Middle Eastern markets and move West[1]ward from there.
Catering to the dynamic needs of Indian consumers
The Indian consumer has become very smart today, they only invest in a product after reading reviews and understanding all the important features that it offers. Of course, the price versus quality war is always there, but today the Indian consumer is ready to pay more for better quality. Moreover, the needs of the consumer are changing too. Since consumer is using these devices more, they need energy-efficient products that can run long hours on a single charge. Devices that support fast charging by charging up to 80% in less than 30 minutes are selling like hot cakes nowadays. New technologies, such as Active Noise Canceling are also in demand today. As a brand, Quantum is ready with these products and ready to deliver.
The founders of Tunez, Mrs. Sheetal Prashanth and Mrs. Mounika Reddy, say that the brand’s inception journey started during the pandemic lockdown – the period when most of the technology-related devices such as headphones, TWS, power bank, etc. along with the laptop and smartphones became an essential part of the day-to-day life. Be it power banks, earphones, TWS, headphones, or smartwatches; these accessories are a must-have these days. Thereby, creating a market that is growing by leaps and bounds year-on-year and is hard to ignore for Tunez.
The Brand USP
Founder & Director, Tunez
At Tunez, the strength of the USP lies in offering customers a wide range of quality products at competitive prices backed with a warranty and excellent after-sales support. The company intends to position the brand Tunez as one of the most distinctive brands in the market segment that not only focus on excelling in quality but also in creativity, innovation, and affordable entertainment product portfolio.
Growth journey highlights and challenges
The journey of Tunez started with lots of challenges, the hardest of them was creating the acceptance of the brand. In today’s market condition where there are hundreds of brands in India coming into the foray of mobile accessories, only a few of them join the top race club of most trusted brands. However, in six months of starting the business, Tunez with the help of its strong and committed workforce of offline and e-commerce has successfully launched the brand across the southern states of India. The brand has more than 500 retail stores and is actively present on both Amazon and Flipkart serving the online customers pan-India.
Focus market segments and expansion plans
Founder & Director, Tunez
Tunez is looking and is very keen on targeting the customers falling between the age group of 16 to 45 years. Tunez as a brand is extensively working on launching new products in the category of smartwatches, PD+QC featured power banks, Dash and VOOC features supporting mobile wall chargers and data cables, wireless and self-magnetic power banks, latest and future Gan technology multi-device chargers supporting mobile phones, speakers, laptops and others, smart Bluetooth speakers with built-in Alexa and Google home features, and LED Televisions. With this robust plan of a wide category of products Tunez as a brand will be expanding into pan-India markets, both Offline and Online.
Catering to the dynamic needs of Indian consumers
Being a made-in-India brand and catering to a population of 1.4 billion is a difficult dream to achieve. Today all the customers look for an all-rounder deceive that can serve all their purpose in one go. They not just look for long-lasting battery but also features like noise-canceling, handy and compact design, sound clarity, SpO2, BP, health metering features along with fascinating colors, design and can be used for the long run. Tunez is trying to cater to all the needs of its customers to the fullest. Tunez is on the verge of growing as a brand that can become a household name and grow into becoming the number one Made-in-India brand in the market.
