As India’s consumer technology landscape becomes increasingly competitive and performance driven, brands must balance scale with stability. EVM India has built its reputation on consistency, channel trust, and product reliability, steadily expanding its footprint across the storage and peripherals market. In this exclusive conversation, Rajeev Ranjan, Editor, Digital Terminal, engages with Kunal Ramesh Hundia, Managing Director, EVM, to discuss the company’s steady 2025 growth, evolving market positioning, SSD demand trends, channel empowerment initiatives, and strategic priorities for 2026.
Rajeev: Please tell us about EVM India’s business performance in 2025. What have been the most significant factors driving the company’s growth?
Kunal: 2025 was a very steady and satisfying year for us at EVM India, not because of one big spike or one standout quarter, but because the business behaved in a far more scalable way.
What really worked for us was staying focused on what we know best. Over the years, we’ve learned that growth in consumer tech doesn’t come from chasing every opportunity that looks exciting in the short term. It comes from getting the fundamentals right—product reliability, availability on the ground, and strong follow-through after the sale. This year, we saw that approach reflect clearly in repeat demand and deeper relationships across our channel network.
Another important factor was the continued shift in consumption beyond the metros. Tier 2 and Tier 3 markets are no longer about first-time buyers alone; they are upgrade markets now. Customers are far more aware, more demanding, and willing to pay for products that work consistently. Because our distribution and service infrastructure was already aligned to these markets, we were able to grow without overstretching the system.
Internally as well, the organisation has matured. Planning cycles are tighter, inventory decisions are more disciplined, and teams are far more aligned on long-term goals rather than monthly targets. All of this has contributed to healthier growth in 2025.
Rajeev: In a market crowded with global brands, how do you see EVM’s positioning in the consumer tech space today?
Kunal: There is no argument in saying that India is one of the toughest consumer tech markets in the world. There’s no shortage of global brands, aggressive pricing, or fast product launches. In such an environment, we’ve never believed that positioning should be about shouting the loudest.
EVM’s positioning has evolved naturally into that of a brand people trust—retailers trust us to stand by our commitments, and customers trust that the product they buy will do what it promises. We are very clear that we are not trying to compete only on price, and we’re not trying to replicate global branding templates either.
What we focus on instead is relevance. Indian usage conditions are different, expectations from service are different, and purchasing decisions are far more relationship-driven than they appear on the surface. By understanding that reality and building around it, EVM has found its space as a dependable, Made-in-India brand that partners and consumers are comfortable growing with over time.
Rajeev: How do you see demand for SSDs evolving over the next few years, and how is EVM preparing to meet this growth?
Kunal: SSDs are moving from being an “upgrade choice” to becoming the default storage option across devices. Whether it’s everyday computing, gaming, content creation, or professional workloads, speed and reliability are no longer optional.
What’s interesting is that this growth isn’t limited to one segment. We’re seeing demand across entry-level users replacing HDDs, mainstream consumers looking for better performance, and professionals who are far more conscious about endurance and stability. Each of these segments comes with different expectations, and that’s where preparation really matters.
At EVM, our focus has been on building the category responsibly. That means investing in proper validation, testing, and long-term reliability rather than just launching new models quickly. SSDs are a trust product—performance on day one is important, but consistency over years is what actually builds a brand in this space. Alongside products, we’ve also strengthened service readiness so that scale doesn’t come at the cost of customer confidence.
Rajeev: How has EVM evolved its strategy to support and empower its channel partners in a rapidly changing market?
Kunal: The reality is that channel partners today operate in a far more complex environment than they did even a few years ago. Price volatility, faster product cycles, and intense competition can make decision-making very difficult on the ground.
We’ve consciously worked towards bringing more clarity and stability into this ecosystem. That includes simpler policies, clearer communication, better training, and quicker resolution when issues arise. Over time, we’ve realised that partners don’t just want schemes or margins—they want predictability and transparency.
We also spend a lot more time listening now. Feedback from the ground plays a big role in how we plan products, manage inventory, and even design service processes. When partners feel heard and supported, the relationship naturally becomes long-term, and that’s been a key part of our evolution.
Rajeev: How does EVM approach post-sales service to ensure customer satisfaction and brand loyalty?
Kunal: Post-sales service is where a brand’s intent is truly tested. Anyone can sell a product, but standing by it consistently is what earns loyalty.
At EVM, service has always been treated as an extension of the brand, not a back-end function. We’ve invested in building a wide service network, standardising processes, and improving turnaround times because we understand how frustrating service delays can be for customers.
More importantly, we believe communication matters as much as resolution. Customers should know what’s happening, what to expect, and by when. When service reduces uncertainty instead of adding to it, trust builds naturally. Over time, we’ve seen that customers who have a smooth service experience are often the strongest brand advocates.
Rajeev: What are the key strategic priorities for EVM in 2026?
Kunal: For us, this year would be less about chasing scale aggressively and more about strengthening what we’ve built. The focus will be on deepening our presence in core categories like storage and peripherals, while being thoughtful about entering adjacent segments.
We also plan to continue investing in quality systems, compliance, and testing capabilities because as volumes grow, the margin for error reduces. Alongside this, strengthening channel relationships and service infrastructure remains a priority.
Ultimately, the goal is simple: as EVM grows bigger, it should also grow more reliable. If we can maintain consistency while scaling, we believe the brand will be well positioned for the long term.
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