Sunday, February 16, 2025

Ambrane India’s Journey – Innovating Technology, Dominating Markets, and Pioneering Quality for Consumer Satisfaction

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Since 2012, Ambrane India has led the charge in technology, boasting a nationwide presence and over 330 service touchpoints. Offering aesthetically pleasing, affordable products, it dominates various market segments. Backed by 330+ service centers and online support, Ambrane prioritizes seamless service and customer satisfaction.

During an exclusive interaction with Mobility Magazine, Mr. Ashok Rajpal, Managing Director at Ambrane India Pvt. Ltd. shares insights into the company’s journey, achievements, market strategies, and future endeavours.      

Kindly brief us about yourself.

In 2012, we embarked on a strategic venture in Nehru Place, aiming to delve deep into market dynamics and anticipate future trends before launching our brand. Setting up shop allowed us invaluable insights into consumer behaviour and emerging needs. Our inaugural products, tablet PCs and power banks, illuminated the burgeoning demand for portable power solutions in tandem with the rise of mobile technology. This pivotal realization became the cornerstone of our product development philosophy: to craft solutions tailored precisely to consumer exigencies. Thus, every subsequent product launch has been meticulously curated to address discernible market gaps, underpinned by a commitment to innovation. Our ethos, encapsulated in our initial tagline “technology in your life,” underscores our relentless pursuit of integrating cutting-edge technology seamlessly into people’s everyday lives. Today, as we continue our journey, our resolve remains unwavering: to pioneer innovation and usher in products that not only meet but exceed consumer expectations.

What was your earliest achievement?

In August 2012, Ambrane was born, and by November, we swiftly pivoted to e-commerce, recognizing the limitations of traditional channels like General Trade and Nehru Place Market. Our foray into e-commerce was catalysed by the realization that it offered unparalleled reach and speed in communicating with consumers. The launch of our flagship product, Powerbanks, on ShopClose during Diwali underscored this foresight. Within a mere two days, our initial stock, priced at around 2000 rupees, sold out, with an astonishing 800-900 units flying off the shelves. This early success validated both the burgeoning demand for portable power solutions and the efficacy of the e-commerce platform. It served as a resounding affirmation of our strategic direction and emboldened us to pursue further innovations to meet evolving consumer needs.

What are your current figures in general?

From a modest turnover of 5 crore in our inaugural year, we’ve achieved remarkable growth, soaring to a staggering 250 crore in the last fiscal year, marking a fifty-fold increase.

What are your thoughts about India becoming a global manufacturing hub?

India’s manufacturing sector is in its infancy, particularly in critical areas like semiconductors, displays, and batteries. Dependency on countries like China, Singapore, Taiwan, Japan, and Korea is inevitable until large-scale domestic production takes off. Establishing such facilities requires substantial investment, beyond the reach of many companies without government support. Initiatives like subsidies are crucial to foster a conducive environment for investment. Encouragingly, the groundwork for India’s first semiconductor plant is underway, signalling a promising future. The next three to five years hold immense potential for Indian manufacturing, presenting a golden opportunity for businesses to establish themselves and thrive. As the domestic ecosystem matures and aligns with global standards, the trajectory of Indian manufacturing promises exponential growth and prosperity.

What market changes have you seen over the years?

As technology evolves rapidly, consumer preferences have shifted significantly. No longer constrained by price alone, today’s Indian consumer prioritizes usability over cost. The days of settling for a basic charger are gone; consumers now seek products tailored to their specific needs, willing to invest substantially for enhanced functionality. This shift signifies a burgeoning demand for high-quality, utility-driven solutions. It’s an opportune moment for industries to capitalize on this trend by introducing innovative, practical products that resonate with consumers, driving meaningful improvements in their lives.

In which category do you specialize in?

As a leading brand in charging solutions, our primary focus remains on power banks, chargers, cables, and related products. However, leveraging our 12-year market presence, we’ve also ventured successfully into smartwatches, audio, and IT products, expanding our portfolio to meet diverse consumer needs.

How do you see the power market?

We consistently strive to excel in every category we operate in. From pioneering power banks with a modest 5600 mAh capacity to now offering unrivalled 60000 mAh variants, Ambrane leads the market in portable charging solutions. Our innovative products extend beyond mere device charging, facilitating power supply for appliances like laptops, refrigerators, and heaters. With an eye on the future, we’re continuously innovating, expanding our portfolio to include even more groundbreaking products. Expect a substantial expansion in our charging portfolio in the upcoming year, promising a diverse and comprehensive range of solutions.

What are your customer service policies?

Service is paramount in the minds of customers, especially when investing in mid-segment gadgets. Proudly, our products boast an exceptionally low failure rate due to rigorous quality checks and inspections before dispatch. With over 400 service partners and a seamless pick-and-drop service, we ensure direct communication with customers for swift resolution. Additionally, our third-party service centers expedite repairs, guaranteeing a hassle-free experience. Our commitment to impeccable service ensures customer satisfaction, reinforcing our reputation as a reliable brand in the industry.

What are the latest innovation in this segment?

In the current landscape, the imminent innovation lies in AI integration. Over the next 12 to 24 months, existing products will seamlessly incorporate AI for enhanced accessibility and multifunctionality. We’re actively pursuing this direction and anticipate launching AI-integrated products within the next six months.

What is your take on Make in India?

When Prime Minister Modi introduced the Make in India initiative in 2014, we were already ahead of the curve, having commenced manufacturing operations. Our early adoption of this ethos stemmed from recognizing the pitfalls of relying on imports, particularly from China. While foreign manufacturers prioritize cost over quality, our focus has always been on meeting and exceeding customer expectations. Thus, we initially partnered with industry giants like Samsung and LG for their superior battery technology, ensuring our power banks stood out in terms of performance and reliability.

The advantage of Make in India lies in stringent quality control and a commitment to customer satisfaction. As an Indian manufacturer, we prioritize integrity and accountability, distinguishing ourselves as a trusted entity in the market. This credibility has attracted attention globally, with numerous Western brands expressing interest in sourcing products from India.

Looking ahead, India’s trajectory in mobile manufacturing serves as a blueprint for the accessory market’s potential. With concerted efforts and strategic partnerships, we envision India becoming a powerhouse in accessory manufacturing within the next three to five years. As the world turns its gaze towards India for quality products, we are poised to lead the charge, further cementing our position on the global stage.

What are your plans for the next 5 years?

While our charging portfolio thrives in the Indian market, we aim for similar prominence across other categories. With ongoing efforts, we foresee securing a top-two position within the next two to three years, encompassing all product lines. Globally, our expansion journey began last year, and within the same timeframe, we aspire to establish a strong presence and achieve substantial growth in other countries. Our strategic vision aligns with becoming a formidable player both domestically and internationally, solidifying our position as a leading brand in the industry.

What new segment are you looking forward to?

Smart home appliances represent a burgeoning category with immense growth potential. We’ve already ventured into this segment, foreseeing its significance in the next 3-4 years as a key emerging category in the market.

How do you properly educate and motivate your partners?

In any business partnership, security hinges on consistency and price parity. Over the past decade, we’ve diligently upheld both principles across e-commerce, modern trade, distribution networks, general trade, and B2B sectors. Our unwavering commitment ensures consistent supply and product availability at competitive prices, fostering trust and reliability among our partners.

What message would you like to give?

Quality is paramount in product categories, especially as Indian consumers are increasingly discerning and well-informed. With access to abundant information, subpar products can be detrimental to one’s own success. To thrive and sustain longevity, unwavering focus on product quality is imperative.

Quality is paramount in product categories, especially as Indian consumers are increasingly discerning and well-informed.

Covered By: Mobility India / Ambrane

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