In an exclusive interview with Mobility Magazine, Mr. Sanjeev Bhatia, Director of Advantage Computers (India) Pvt Ltd (also known as ADCOM India) shares his valuable inputs on the growth and future prospects of his company and the impact of the Make in India initiative on the manufacturing segment. Backed by an experienced, skillful, and passionate team of professionals, Adcom provides superior quality products driven by on-time delivery, operational excellence, and exceptional after-sales services.
Please brief us about your company and your Make in India initiatives.
ADCOM is 26 years old company started in 1996 dealing with the import and distribution of various computer parts, peripherals, and accessories. In 2014, with the Make in India initiative taken by the Government, we started our own factory and started assembling mobiles. Today, we also manufacture accessories like neckbands, TWS, smartwatches, etc. The concept of vocal for local and Atma Nirbhar Bharat has encouraged Indian brands, big or small to manufacture products in India. Our focus is on providing to OEMs and on collaborating with other brands to support them in the Make In India initiative. We aim to provide good quality products to our consumers. With the help and support of the Government of India, I can see immense growth and prospect for the Indian brands nationally as well as internationally. The rate of manufacturing of mobiles in India has gone up with the availability of all the parts like cables, chipsets, ICs, lithium-ion batteries, PCBs, etc.
What challenges do you face while manufacturing good quality products?
One challenge is to convert the SKD to CKD where we need to consult a design house to learn the design of the PCB and assemble all the parts to get the finished products. Many big brands are focusing a lot on R&D to manufacturing their products in India which in turn has reduced our dependency on other countries to a great extent. Since many big international brands are investing in India, the demand and awareness of high-quality products is increasing among consumers. The Indian manufacturers are working very hard to give an international quality product at a pocket-friendly price to their customers. We are also focusing on export since a lot of manufacturing is taking place in India right now.
What is your target market?
We are not focusing on the very big brands since they have their own manufacturing units or tie-ups with the bigger factories. Our focus is mainly on the middle range of brands that can maintain a decent quality of their products at an affordable range.
Brief us about your team, manufacturing lines and the number of product models you have?
Our company has three lines and about 100 people involved in manufacturing. As I have already mentioned earlier, we are planning to consult a design house to proceed with the manufacturing of various parts required for assembly. We have a wide range of neckbands and trying to launch a new model every month to keep up with the market trends. In the smartwatch segment we have just started with the manufacturing hence have 3-4 models available in the market right now.
What changes have you seen in the Indian market and where do you want to stand in the next two years?
The accessories market is going to flourish more and more since people are becoming dependent on technology in all aspects of their life. Coming to Make in India, I am very optimistic about the the PLIs, policies, and incentives provided by the Government. Since India has a large population with vast land area, there will be no dearth of resources, land, and manpower required for manufacturing. We have queries from overseas markets about mobile phones, smartwatches, etc. which shows that down the line there will be a huge shift from Made in China to Made in India. The company is working closely with the big e-commerce players to build experiences for the end users, and create a success story for all.
What is your message to our audience?
My loud and clear message to the audience is to go ahead with manufacturing in India because India has all the resources to become a leading global manufacturing hub. Export and manufacturing are the future of our country where everyone can excel with hard work and dedication.