[Exclusive Interview] This Mobile Accessories Manufacturer Will Invest Rs 100 Crore For Make In India Products; Aims Rs 500 Cr Revenues


Mohul Ghosh

Mohul Ghosh

Dec 08, 2023


Recently, we interacted with Mr Ashok Rajpal, Managing Director – Ambrane India, which is one of the oldest & fastest-growing players in the Mobile Accessories segment. Ambrane India is one of the dominant players in the Power Bank category and holds over 30% market share.

[Exclusive Interview] This Mobile Accessories Manufacturer Will Invest Rs 100 Crore For Make In India Products; Aims Rs 500 Cr Revenues
  1. What is the Ambrane’s strategy to complete the goal of 500cr?

Ambrane has outlined a comprehensive strategy to reach the 500 crore goal. This strategy involves several key components: fostering strong relationships with online and offline channel partners to ensure widespread product availability across diverse market segments, prioritizing robust online and offline marketing campaigns to enhance brand visibility and engage the target audience effectively, and a strong commitment to customer engagement and responsive post-sales services. As we move toward the 500 crore mark, we anticipate challenges in the form of increased competition, given its larger size and presence in the market, making it a more prominent target for emerging competitors.

2.     What are evolving trends in the consumer electronics industry?

One significant trend is the rapid advancement in wearable technology. Devices with sophisticated sensors and seamless internet connectivity have taken centre stage, with smartwatches being a prominent example. These gadgets have found their niche in areas like health, sports, and entertainment technology. Additionally, there’s a growing emphasis on designing devices that cater to changing consumer behaviours and demands, reflecting a shift towards more personalized and integrated technology experiences.

3.     What do you see as Ambrane’s target audience?

Ambrane’s target audience predominantly comprises tech-savvy consumers who prefer online channels for their purchases, with approximately 70% of sales generated through platforms like Ambrane’s website and various e-commerce marketplaces. The company employs an Omni channel sales approach, encompassing both online and offline channels, with a significant contribution of 30-35% of revenue coming from South India. Additionally, Ambrane aims to strengthen its presence in Tier 2 and Tier 3 cities through direct sales. This multifaceted strategy underscores Ambrane’s commitment to catering to a diverse consumer base across different regions and shopping preferences.

    4. How Ambrane is prioritizing and emphasizing on local manufacturing?

Ambrane has made prioritizing local manufacturing a cornerstone of its approach since its entry into the market in 2012. The company strongly aligns with the “Make in India” initiative, actively supporting and contributing to the trend of promoting local brands. This commitment extends beyond mere production; it involves integrating cutting-edge technology within India, thereby enhancing its competitiveness against international brands. With robust research and development (R&D) initiatives and comprehensive customer support, Ambrane stands as a strong proponent of the “Made in India” ethos, effectively capturing the essence of local manufacturing while catering to consumer preferences.

5.How does Ambrane stay ahead of the curve in terms of technological advancements and changing consumer preferences?

Ambrane maintains its competitive edge by embracing innovation and staying attuned to evolving consumer needs. The company consistently invests in research and development to develop cutting-edge products that meet the highest quality standards and incorporate the latest features. Collaborations with leading technology providers ensure access to the most recent advancements, keeping Ambrane at the forefront of the industry. Moreover, the company places a strong emphasis on design aesthetics, recognizing that consumers seek products that are not only functional but also visually appealing. This harmonization of functionality and contemporary design trends is achieved through close collaboration between Ambrane’s design and R&D teams, allowing the company to offer products that align with changing consumer preferences.


Mohul Ghosh
Mohul Ghosh
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