The Indian smartphone accessories market has evolved tremendously in the past few years and the rapid adoption of smartphones among consumers have driven this market to new heights. Market players have witnessed exponential growth throughout these years that encouraged them to bring more innovative and consumer-oriented products to provide a seamless user experience. The opportunities for market players in this domain are huge so the brands are aggressively focusing on to tap these emerging consumer demand. UBON is one such growing brand in the Indian market who has already established its feet. Rajeev Ranjan, Editor & Publisher, Digital Terminal recently interacted with Mandeep Arora, Managing Director at UBON to know more about the market growth and company’s overall business plan in India. Below are the excerpts-
Rajeev: Gadget / Mobile accessories market is flooded by many brands in the Indian market currently. How do you work to stay competitive in this market?
Mandeep: UBON was launched with an aim to provide high quality gadgets and mobile accessories to consumers of every sector, vertical, and society. With proper R&D and right use of technology, we offer products such as Bluetooth speakers and headphones, chargers, cables, car accessories, care products, surge protectors and more than 125 accessories. With rapid growth in marketing and design prospects, there is no serious intervention of good branded players in the mobile phone accessory world, we are creating distinctive and well built products that match Indian and international standards. We aim to deliver the same by offering the latest technology equipped stylish yet long lasting accessories at an affordable price.
Rajeev: What are your key products from a wide range of portfolio? Please brief about your target customers as per your product offerings?
Mandeep: UBON is a lifestyle brand that deals in fashionable consumer electronics which include Bluetooth speakers & headphones, chargers, cables, car accessories, care products, surge protectors & other nifty gadget accessories. All products have their own fair share in the market. Considering the current scenario, consumers always tend to expect new products in the market. People are always looking for something new and innovative in terms of design and technology. Statistically speaking, UBON is thriving on mobile earphones and headphones, these 2 categories are our most dominant verticals in terms of sales. We are riding high on wireless technology and aim to manufacture products that no other company is offering. Though are products are meant for all irrespective of demographics, age and gender. But our products are quite among GEN Y and GEN Z because of stylish design and thriving technology which is the base of all our products.
Rajeev: How have you planned to resume operation in the post lockdown scenario? What is your roadmap to fuel the sales/revenue up in the post-COVID-19 era?
Mandeep: For the Post lockdown scenario we have already bet big on the online platforms and home-deliver operations. Analyzing the whole scenario, we have employed 24*7 delivery teams available across pan India delivering products at your doorstep. Even the lockdown norms are relaxed. It is clearly visible that there is a sense of fear among the consumer and they are avoiding shopping from the counters. Thus, for fueling the sales in the post COVID19 era we are investing much on e-commerce platforms and home-delivery service.
Rajeev: Just recently the PM Modi announced #vocalforlocal campaign to promote local products, how do you see this opportunity for UBON to accelerate the growth? Are you planning to additional make in India initiatives?
Mandeep: With the current scenario of promoting #vocalforlocal the future of Indian consumer electronics and accessories seems very bright. This will give a major push to Made in India Companies which will lead India on the path of Atmanirbhar Bharat. In the future one can witness India as a hub to develop innovative gadgets and mobile accessories with high degree of differentiation. The rapid growth in mobile phone usage has created a thriving market demand for mobile accessories globally and it will promote higher business sector growth.
The markets will provide opportunities to those who offer quality and latest technologies, despite challenges. The Chinese products with low quality and low prices have invaded the market for a long time. Now quality is the concern for users and UBON prime focus focuses Quality check & Quality Assurance.
#VocalforLocal campaign will bring new hopes for the consumer electronics sectors as India will become more self reliant. It is a great time for Made in India brands to rise. With the country's agenda towards becoming Atmanirbhar Bharat one can witness huge development of R&D facilities across the country. Also, India will now be seen as a dominant player for raw material across the globe.
Rajeev: How do you set aside yourself from other market players when it comes to offering the best service / technical support to loyal customers?
Mandeep: UBON follows a no-compromise policy and uses the best and latest Japanese technology along with technologies from different countries to serve better with the highest quality products. Apart from this, we are working on a minimum profit plan as we are constantly working for the consumer satisfaction rather than focusing on revenue generation. We have rigorous checking measures at our factory and corporate office. All products are required to go through severe and extensive checking on various measures. We at UBON believe only Quality Check & Quality Assurance together can make a perfect product for the consumer. UBON is the first company in India to launch solar power banks, wireless power banks and wireless charging pads.
Also we aim to be the best consumer electronics and accessories company in India, that too in terms of every aspect. ‘After Sales Service’ is the most important factor when it comes to consumer satisfaction & customer retention and we cannot afford to compromise on the same. Speaking on the same, I should mention, all UBON products are covered under 1-year UBON Black Warranty. We have more than 650+ service centers all over India to cater to every need of the consumer.
Rajeev: How do you align your offline & online channel combination?
Mandeep: From a small wholesale shop in Lajpat Rai Market to opening an exclusive showroom in Karol Bagh recently, I think we have come a long way. We have also opened another store in Lajpat Rai Market. Today, we are present in over 3,000 cities of India through our offline presence. In addition, we are also present on multi brand channels and e-commerce platforms like Amazon, Flipkart as well as social media platforms like Instagram for online selling. UBON has a robust supply chain network which enables it to distribute its products all over India basis the distribution network level available in every state.
