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We are expanding our product portfolio beyond traditional power banks

By Nisha Shukla ,

Added 21 June 2024

Ambrane India has established itself as a leader in the power bank category, capturing over 30 per cent of the market share. To continue its dominance, the leading consumer electronics and mobile accessories brand has developed a two-pronged strategy for further growth and expansion. In an interview with Nisha Shukla, Ashok Rajpal, Managing Director of Ambrane India, reveals details about their sales strategy, expansion plans, and diversification of products. He also provides insights into the latest trends in consumer electronics and the significance of locally sourced components.

As one of the dominant players in the Power Bank category, Ambrane India holds over 30 per cent market share. What steps are you taking to continue your dominance?

Ambrane India has carved a dominant position in the power bank category, capturing over 30 per cent of the market share. To retain this leadership, we prioritise understanding and meeting evolving consumer demands. This translates into continuous innovation and technological advancements in our power banks. We focus on features and functionalities that enhance user experience and stay ahead of the curve. Additionally, we are expanding our product portfolio beyond traditional power banks.

This diversification caters to a wider range of customer needs, including laptop power banks, wireless charging solutions compatible with MagSafe and the Qi-2 standard, and even solar power banks for eco-conscious users. We are also introducing innovative multi-functional products that combine functionalities, like wireless chargers with integrated power banks, diverse wall chargers, and powerful hubs capable of charging even larger devices like mini-fridges and televisions.

India still imports a significant amount of consumer electronics components from other countries. What steps/measures are you taking to reduce this dependency and ensure end-to-end localisation?

We have significantly increased domestic sourcing to 70 per cent of our materials, including crucial components like consumable plastics and battery materials. Partnering with vendors across Andhra Pradesh, Mumbai, and Uttar Pradesh strengthens our domestic supply chain and fosters a more sustainable manufacturing ecosystem. Furthermore, we have expanded our manufacturing facility threefold, enabling the in-house production of certain components previously imported. This not only reduces reliance on external suppliers but also allows for greater control over product quality. We anticipate continued support from government initiatives and industry leaders to establish domestic semiconductor manufacturing facilities in India. This will ultimately help us achieve complete localisation of our production process.

What trends are you observing in consumer electronics and mobile accessories manufacturing that are shaping the industry's direction? How are you capitalising on these trends?

One of the most prominent trends is the preference for portable and compact devices, especially when it comes to charging solutions. Consumers are seeking convenient and easy-to-carry gadgets. We are addressing this by developing smaller and lighter power banks that perfectly suit this need for portability. Another significant trend is the growing popularity of wireless charging solutions, with MagSafe being a prime example. To cater to this demand, we are introducing Qi-2 technology, offering magnetic charging options for a wider range of devices beyond those compatible with MagSafe specifically.

Finally, faster charging times are a major concern for consumers. We understand this, and that's why we are constantly innovating to integrate the latest fastcharging technologies into our products, ensuring our power banks meet the demands of today's fast-paced world.

How has the "Make in India" initiative contributed to the growth and development of the consumer electronics landscape in India?

The "Make in India" initiative has had a significant positive impact on the Indian consumer electronics landscape by encouraging domestic manufacturing, allowing companies like Ambrane to thrive through local production from the very beginning. Localised production has resulted in accelerated innovation cycles. With manufacturing conducted domestically, we can promptly adjust to evolving consumer preferences and technological advancements.

This results in a broader range of innovative products reaching the market more quickly. Additionally, the rise in domestic manufacturing has fostered competition within the industry. This healthy competition has led to a wider range of high-quality electronic products at competitive prices for Indian consumers. Finally, by reducing import dependency, the "Make in India" initiative strengthens the industry's resilience and promotes a self-sufficient manufacturing ecosystem within the country.

What are your future plans? Are there any plans for further expansion?

We have already tripled our manufacturing capacity to cater to the growing demand. Additionally, we aim to expand our global presence beyond the current 17 countries, including Europe, the US, and the UAE. Domestically, we will focus on increasing our presence in Tier-2 and Tier-3 cities by onboarding new distributors and developing a stronger market presence in these regions.

Recognising the ever-evolving needs of our customers, we also plan to introduce new products across various categories beyond just charging solutions. This diversification will ensure we remain a one-stop shop for consumer electronics needs, offering a wider range of high-quality products under the Ambrane brand.

As per a report, India's Consumer Electronics Market is valued at US$ 80.8 billion in 2024 and is expected to reach US$ 149.1 billion by 2033, at a CAGR of 6.10 per cent during the forecast period 2024–2033. How would you capitalise on this opportunity?

India's booming consumer electronics market, projected to reach $149.1 billion by 2033, presents a golden opportunity for Ambrane India. We are focusing on three key areas: innovation through R&D to meet evolving consumer needs, building brand trust with exceptional quality and customer care, and implementing strategic marketing and sales across all channels. This includes expanding our reach through a stronger distribution network and enhanced online presence to capture the growing digital consumer base, solidifying our position as a leader in the Indian market.

How does the company plan to enhance its sales strategy, and which are the key markets you would be targeting for growth and expansion?

We are enhancing our sales strategy for both domestic and international growth in two ways. Firstly, we are adjusting our approach to international markets, building on our recent entry into those markets. We will establish strategic partnerships with established local companies to expand our reach and leverage their existing sales networks. Additionally, we will prioritise multilingual customer support to ensure a positive brand experience for our international customers.

Secondly, we are establishing an omnichannel network to provide a seamless customer experience across all platforms, whether online or in-store. We are focusing on deeper penetration within India by expanding our distributor network in Tier-2 and Tier3 cities. To resonate with these local audiences, we will implement personalised marketing campaigns tailored to their specific needs and preferences.

How have government policies, such as the Production Linked Incentive (PLI) scheme and tax reforms, supported or hindered the growth of indigenous manufacturing in this sector?

Government initiatives have played a vital role in bolstering indigenous manufacturing within the consumer electronics sector. The Production Linked Incentive (PLI) scheme has emerged as a major driving force. This program acts by increasing investment in crucial areas like R&D and domestic production. This not only strengthens our domestic capabilities but also fosters innovation for future growth. Furthermore, the PLI scheme creates a more attractive environment, enticing foreign companies to set up manufacturing facilities in India. This fosters a robust and competitive ecosystem, with a wider range of players contributing to advancements in the sector. Beyond the PLI scheme, streamlined tax reforms and improved infrastructure have further streamlined operations, creating a more favourable environment for domestic manufacturing to flourish, allowing Indian manufacturers to compete more effectively on a global scale.

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