The demand for home entertainment products like LED TVs & Speakers has grown exponentially in India therefore the tech brands are bringing highly innovative products for their customers. On the other hand, the rising demand for IT and mobile accessories are further pushing brands to keep their innovations in line with the emerging trends. Due to immense opportunities, this market is very competitive but the success of any brand depends on quality and affordability. There are many brands available in this domain and competition among these brands is very high. Elista is one of the fastest-growing brands serving Indian customers with its reliable products ranging from Home Appliances, IT accessories to Audio products. The company manufactures most of its products in India and are widely popular amongst Indian customers. To know more about Elista’s product range, retail presence and growth plans, Rajeev Ranjan, Editor, Digital Terminal recently interacted with Mr. Pawan Kumar, CEO, Elista. Read below the excerpts:
Rajeev: How do you see the growth of brand Elista in India since it’s inception? What has been your current revenue for the recently concluded Financial Year? What is your revenue target for FY 2022-23?
Pawan: Since our inception in the year 2022, we have achieved a revenue of Rs 180 Crores, out of which the last financial year’s revenue was Rs 145 Crores. Riding high on the success of the brand, we have taken an ambitious target of Rs 250 Crores for the current financial year and we are very confident of achieving it.
Rajeev: How do you see bringing on board cricketers like Suresh Raina and Ishan Kishan as brand ambassador? Did these investments really help you to connect a cord with the Indian customers?
Pawan: We had roped in the ace cricketer Suresh Raina to promote LED TVs and coolers in the first year of our inception as we felt that his persona resonates well with the brand personality. We recently got the popular young cricketer Ishan Kishan also on board for our entire range of products. Bringing in the popular faces as our brand ambassadors has given us recognition in trade and industry. There is a lot of excitement among our employees and consumers.
Rajeev: Can you please brief about the current product line which you are focusing this year?
Pawan: Our current product line up consists of LED TVs, Coolers, Washing Machines, Dish Washers, IT & Mobile Accessories & Speakers. We are going to add ACs and new refrigerators to our line up by the end of this year. Our top focus currently is on LED TVs, Washing Machines and IT Accessories and in the coming months, ACs is one segment which will need focus.
We are also bringing mother boards, bigger LED monitors and complete range of SSD cards to complete our range of IT accessories.
Rajeev: How do you see your retail presence and visibility across Indian market? What all plans do you have to enhance your retail presence in the cities where currently you are not present?
Pawan: We currently have 250 distributors and 10000+ retailers. We are well established in Tamil Nadu and Karnatka in South. West and East India is also doing well for us. North India is where we are going to focus this year and bring this region a significant contributor to the revenue. As far as the visibility is concerned, we are investing in terms of retail & OOH Branding, enhancement of our foot-prints in channel and trade schemes. With the consumer active on digital mediums, we are spending on online visibility also.
Rajeev: How do you make balance between online and traditional partners? Which medium helps you in getting more sales?
Pawan: We are a traditional off-line brand as of now with maximum revenue coming from retail. However, we have presence on e-commerce sites also. Looking at the response from market, we will soon be bringing online exclusive products.
Rajeev: What is your comment for offering excellent service experience to your loyal customers?
Pawan: Elista products are serviced through our hundreds of service centres. We have stringent processes in place and coupled with our own custom CRM, we are focussed on making Elista one of the best brands backed by world class service.
