Crossbeats is a fast growing provider of audio and wearable products for young lifestyle enthusiasts. In an exclusive conversation with Mobility Magazine, Mr Archit Aggarwal, Co-founder of Crossbeats shares insights on the how their brand has evolved, the strategies they adopted to create a niche in the young generation and about the future trends that would allow penetration of smart watches and bands.
Q. Brief about the product category
Crossbeats, founded in 2015 by Mr Archit Aggarwal and Mr Abhinav Agarwal, introduced the India’s first TWS earphones, dual driver TWS and country’s smallest TWS earphones. Consumer lifestyle product category is one of the fastest growing segments in India and represents a $2 billion opportunity. The demand is being fueled by the evolving preferences and buying power of millennials and gen Z population. These people are spending increased amounts of time on phone and online. There is also an increased preference for Indian brands and products. With such sustained demand, Crossbeats has been able to carve a niche where people are looking for products that deliver on quality and are designed around their needs. Over the last 5 years, we have been able to build a badge value that people aspire to associate with.
Q. What are your product differentiators?
As a lifestyle consumer tech brand inspired by current movements in fashion, art, and music, our products are very design-centric. Our philosophy is simple–clean aesthetics, user-friendly features, and heavy attention to detail. Advanced technology, frequent product launches, appealing designs, and a competitive pricing have allowed us to create a big fan-following for our brand. As an ally to the new urban Indian who’s active, on the move and adventurous, Crossbeats by creating products that push the boundaries of science, art and technology has been able to capture an audience that is passionate about our products. With more than 5 lakh happy customers, we have customers that have been very welcoming to Crossbeats exclusive range of audio products. Our customers love the designs and the engineering that has gone into each of our products and that how each product is designed to deliver. Be it the iconic Torq or the stylish Pebble, Crossbeats products have always been designed keeping in mind the end consumer.
Q. What are the innovations in this segment?
The world as we know it is rapidly changing. And technology has a huge role to play in staying relevant with not only the changing times, but also with Indians specifically. As a consumer tech brand, we’ve been constantly evolving, constantly tweaking and keeping our eye on human behavioral trends, so we may be able to predict what the consumers would want next and deliver them before they want it. We were the first in the industry to launch TWS earphones back in 2016 when other major players were still on wired earphones. When we launched our smartwatch line up, we were the first ones to introduce 3D holographic UI in the display. We also launched recently a Bluetooth Calling Smartwatch and were the first ones to do so among the Indian brands. Our team is constantly innovating and bringing out new features and new designs.
Q. Brief us about your Orbit series?
The Orbit series is one of our latest additions to the Crossbeats Smartwatch range. It has two models – The Orbit and the Orbit Sport. These smartwatches are feature-loaded namely the voice calling feature from the watch where the user can answer voice calls and speak through the watch. The other features include a plethora of health (HR, BP, SpO2, Sleep tracking & more) and fitness (Indoor & outdoor sports training) tracking along with smart functions such as remote camera, anti-lost, music control, phonebook and in-app GPS. The Orbit series houses a dependable battery unit that throws out a good 10-day battery on regular use and about 2 days with voice calls activated.
Q. Describe the growth opportunities in audio segment?
The audio segment is one of the fastest-growing sub-segments. To meet the demands of the current industry standards, we upgraded our earbuds with premium sound components, switchable noise-canceling modes, seamless connectivity, low latency chipsets, as well as powerful built-in microphones which enable hassle-free communications and clear listening experience. On the growth front, we are always experimenting and exploring the possible enhancements in the audio segment to provide design-rich and fully loaded audio wearables that can quench the thirst for the best earbuds in town.
Q. What are your plans for the next 4 years in terms of expansion, innovations, etc?
We understand closely what the Indian youth demands. Over the last 5 years, we have been able to strike the perfect balance of style and technology. In the upcoming months, we expect to increase our marketing and creating a clear value proposition for our end consumers. We anticipate partnering up with other big distributors in order to make our products available in the offline channels as well. Our marketing team is also working on launching new products that are loaded with the industry-leading features. Crossbeats R&D team along with the design experts is constantly exploring the current scenarios to understand the requirements of the modern Indian Youth. Our findings have inspired us to design and develop products with cutting-edge technology and high-end specifications. In the coming days, the market can see Crossbeats coming up with advancements to our noise-canceling earbuds with upgraded sound units and enhanced microphones and more new launches. In the smartwatch category, the market can expect technological upgrades like faster UI and improved health and fitness monitoring.