Crossbeats is one of India’s fastest growing consumer technology brands, synonymous with products engineered to suit the modern lifestyle. Founded in 2015 by Archit, it has introduced India’s first TWS earphones, dual driver TWS and country’s smallest TWS earphones.
During an interaction with Mobility Magazine, Mr Archit Agarwal, Co-founder, Crossbeats, talks about the brand’s strategy, the future road ahead and the plans.
Describe the journey of Crossbeats – how the brand caters to consumer needs etc?
When we founded Crossbeats in 2015, we envisioned it as a consumer tech brand leading the wearable segment. Over the years, it has evolved into a one-stop access point for all consumer tech needs and stands rightfully amongst the fastest growing lifestyle brands in the Indian market. In today’s time, smartwatches and other consumer wearables in the fitness and audio category are a rage. Even as we are already a leading name in the smartwatch segment, we are working relentlessly on expanding these categories by bringing in advanced technology across all aforementioned segments. We understand the consumer needs and have come up with unique designs, latest technological upgrades with premium quality at an affordable price. With a ‘consumer first’ philosophy, customer satisfaction is our prime motto. For precisely this reason Crossbeats provides 12 months of manufacturer warranty as a standard practise for all products. A dedicated customer support team is always a phone call away to resolve any issue at any point of time.
What are the growth opportunities and trends as perceived by you?
Crossbeats relies heavily on thorough R&D, hence a dedicated wing is constantly working to understand the needs of the modern Indian youth. Times have changed and so have the needs of the youngsters. With a firm grip on the pulse of the youth we design and develop products that have high end specifications powered by cutting-edge technology used. The future belongs to upgraded smartwatches with multiple advanced features pertaining to calling, health, GPS and IoT integration, along with enhanced sound units and microphones, as has been seen over the past two years. Increased awareness towards health, remote working and virtual meets have all combined to make these an absolute necessity. Noise cancelling earbuds, our latest product is being lapped up for catering to the needs of the youngsters. The smartwatch category too is growing at a rapid rate and we are betting on technological upgrades like faster UI along with advanced calling features and improved health & fitness monitoring.
How has the pandemic changed tastes / preferences of the consumers?
The world has seen the most challenging two years due to the outbreak of Covid-19 pandemic. Everything shut down and people were forced to stay indoors. However, as they say that the show never stops, the world swiftly shifted to work-from-home or remote working model. While most of the business at Crossbeats happened online, the focus was on offering products that catered to intrinsic needs and aspirations of the consumers. The demand for smartwatches with health tracking features increased, especially the ones with SpO2 monitoring. Wearable audio devices, specifically earbuds also saw a significant increase in sale.Right now, newer products are in the pipeline, with new features and futuristic technology that can provide better health tracking. The latest trends in the market drive us to smartly approach greater milestones.
What are the various technological innovations that you are likely to disrupt?
Like I have just said, our focus is on innovating in the smartwatch and audio segment. We are coming up with newer products catering to surging demand in these segments.
It has been seen that there is huge demand for smartwatches with in-built Bluetooth calling options along with health and fitness features. This means that the consumer wants to go phone free, while indulging in sports, fitness activities, yet be able to connect over a phone call or access notifications when needed. Thus, our latest range offers precisely this. Our latest series of active noise cancelling earbuds have become best sellers, as they are far superior to older TWS products. The youth has shown an affinity towards these products, and we strive to deliver nothing but the best.
What are the key focus areas of the company and the differential factors?
Crossbeats is a leading D2C brand, where we register 50% sale through our own website. With a focus on the needs of youngsters aged between 24 and 36 years, we aim to make life easier for them. This urban early career professional youth is willing to experiment, when a new product offers them what they really need. We work extensively on the feedback received from users, and develop products on need-based proposition.
For instance, our most recent Bluetooth calling smartwatch, Ignite ATLAS, is designed to allow users to navigate their routes accurately right on their wrists, as it is equipped with high precision dual satellite GLONASS GPS. Furthermore, to cater to the health-specific needs, it has a Dual Engine AI health tracking feature, powered with 8 channel PPG sensor, which is an optical measurement method for heart rate.
Discuss the roadmap. While the going has been great so far, we are gearing up for future. Over the next few months we intend to strengthen our brand value, and launch products that are loaded with never seen before, industry leading features. The R&D team is working towards realising this goal. We are also partnering with big distributors as we are planning to go offline soon. This way, users will be able to see, feel and compare our products before buying them. And this will go a long way in building brand value as well.
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