The tech brands are now focusing on to delivering the quality-based products and developing robust marketing strategies to capitalize on the maximum growth opportunities across India. Elista is one of the fastest growing brand and has achieved an outstanding growth in last few years in Indian market. Pawan Kumar, CEO, Elista shared crucial information about their growth, targets, future plans, offerings and much more for DT Year Book.
DT: Please share the Overall Performance in the Year 2022.
Pawan: 2022 has been a good year for Elista so far. The strong customer sentiment and pent-up demand in the market have generated strong demand for Elista products. Our focus on delivering high-quality, technologically advanced products at an affordable price point has created a solid competitive edge for the brand. We are confident of achieving the set revenue targets for 2022 and are equally excited to take the brand international with our first global launch in Dubai in December 2022.
DT: Please share the target revenue or growth percentage to achieve by the end of 2022-23.
Pawan: We had set ourselves a target to achieve 30% growth in 2022, and we are well on track to achieve it during this period.
DT: What are some key features that make your brand better than others?
Pawan: We have established the brand Elista on pillars like affordability, best-in-class features and customer service. With 300+ Elista Care partners, we believe in introducing products that offer a superior experience to our customers with top-of-the-line technology and service. The customers also expect these values in all the products from the house of Elista. Our focus on Tier-II and Tier-III towns, with technologically advanced products at an affordable price point, has helped to carve a unique selling proposition for the brand.
DT: How do you take care of channel margins & profitability?
Pawan: We are focused on growing our presence by mainly focusing on the offline channel. As a result, it is all the more vital for us to build a robust channel network that meets the requirements of all stakeholders. We have 1000+ distributors in our channel network and 25000 outlets across India. We regularly introduce various channel schemes that motivate the channel partners to achieve higher sales. At the same time, we are conscious of the importance of channel margins, and our focus is to ensure that they are well maintained. We price our products in a manner that we can maintain profitability and channel margins effectively.
DT: Please share a few sales tips for the channel community.
Pawan: Channel partners are the backbone of the consumer durables industry. Our experience has been that it is critical for a channel partner to have a strong network which the brand can utilize to push sales. Your partners must be consistent in providing a superior customer experience. At the same time, the channel partners need a proactive and efficient counter sales team.