India’s consumer electronics and home appliances market has been undergoing a significant transformation in recent years. The demand for smart and connected devices, such as smart TVs, home entertainment systems, and appliances, has grown substantially. Elista stands out for its commitment to offering affordable yet premium-quality products. Rajeev Ranjan, Editor of Digital Terminal, had the opportunity to speak with Saket Gaurav, CMD of Elista & Teknodome, about the company’s significant milestones and growth in the Indian market.
Rajeev: What was the key milestones for Elista in 2024?
Saket: 2024 was a significant year for us, marked by several milestones. First, we expanded Elista's presence into Africa by launching our business in Tanzania, entering the East African market. Additionally, we participated in various events in Central Asia, including Kazakhstan, where we received very positive feedback for the brand. Another major achievement was the establishment of our manufacturing facility in Andhra Pradesh. The facility is nearly complete and will begin production in January. These accomplishments have been key milestones for us in 2024, reflecting our continued growth and success.
Rajeev: Could you share insights into your experience with the 'Make in India' initiative?
Saket: Our first 'Make in India' project is on track, with the plant set to be commissioned in January. The true impact of this initiative will be reflected in our 2025 business performance. Once the plant becomes operational, we will begin production, starting with Smart TVs. Additionally, this project positions us as one of the first export-oriented manufacturing units, with 70% of our production dedicated to exports. This exemplifies how the 'Make in India' initiative adds significant value to our efforts, driving both domestic growth and global outreach.
Rajeev: What are the key principles that shape Elista's brand DNA, and how does your localized approach influence product manufacturing and market strategy?
Saket: In a nutshell, Elista offers niche, high-quality products that are affordable and accessible to all. We adopt a localized approach—designing global products tailored to local markets. In India, we focus on Tier 2 and Tier 3 cities as key markets, while in regions like Africa, Central Asia, and Dubai, we adapt our strategy to meet local demands. Our omni-channel approach ensures that we cater to the unique requirements of each region. At its core, our philosophy is straightforward: deliver premium quality products at highly affordable prices.
Rajeev: How do you see the role of providing excellent service in driving your brand's success?
Saket: Service has been a key pillar of our brand since its inception. Even when we launched, our toll-free number became operational in 2020. Currently, we have nearly 800 franchise service centers across India, supported by an in-house team that actively monitors performance. I personally handle a few service calls each month to ensure we maintain genuine customer satisfaction. We also track turnaround times (TAT) closely, as every service request is important to us. Our approach is twofold: first, we design products that require minimal servicing, and second, when service is needed, we ensure it is addressed promptly. We are committed to providing high-quality service, even in rural India, where urban-quality service was previously unavailable.
Rajeev: What are your plans for 2025 to further grow the brand as a brand?
Saket: The most important aspect for us is our production ambitions. This is our first manufacturing plant, and 2025 will provide us with the opportunity to enter both international and domestic markets with our own in-house production. As our first such facility, it marks a significant milestone. Given the current geopolitical landscape, I believe there will be a tremendous opportunity for Indian brands to expand internationally, and we are well-positioned to capitalize on this. We are confident that 2025 will be a pivotal year for us.
Rajeev: What message would you like to share with your partners for the new year?
Saket: I am truly grateful for the support our partners have extended to us over the last four years. As we enter the fifth year of Elista's journey, the trust and support from our channel partners have been invaluable. I wish them all the best in the coming year, and I hope our partnership continues to flourish not just for five or ten years, but till eternity. Wishing all our partners and everyone involved continued success in the year ahead.
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