Mr. Pawan Kumar, CEO, Elista, during an interaction with Mobility Magazine defines his journey as a brand over the past 1 year, the steps taken by the company to accelerate India on world’s innovation map with its wide range of products, and shares his vision for the future.
Elista is a Consumer Electronics brand that aims to be the face of world-class innovation in India and has inspired lives by creating ground-breaking product designs and innovation, building diverse global teams & building incredible convenience around its products and services.
How was your journey during the last one year?
The journey so far has been exciting and we got very warm response from the market. Within one year of our inception, we have kept adding the product segments and all our products are very well accepted by trade as well as the consumers. Our products are customised as per the need of the consumer and the feedback from the trade holds a very high place in our eco system. We believe in remaining in touch with our roots, no matter where we go and whom we serve.
What is the idea behind the inception of Elista?
Our research found that in consumer durables and home appliances, the quality products come at a high cost in India. And the low cost products available in market compromise on the quality. Clearly there is a gap in Indian market where consumers do not have access to the great quality at affordable price. With quality taking the centre stage of everything that we do, we have been very conscious about keeping the quality of our products at par with the best global brands while keeping the pricing pocket-friendly and this has worked really well for us.
What is your product range?
Starting with LED TVs in August 2020, Elista has widened its product range and now has over 50 products in its bouquet, ranging from Smart LED TVs, Dishwashers, Washing Machines, Coolers, Multimedia & Tower Speakers, Wireless Neckbands, Headphones (Wired & Wireless), IT Accessories (LED Monitors, Mouse, Keyboards, Cabinets, SMPS etc). We are arguably the only Indian brand having Smart LED TVs in the sizes between 24 and 75 inch for the Indian consumers.
Which are the new verticals you want to foray?
As far as the audio is concerned, soon we are going to make a foray into Home Theatres, Trolley & Dual Tower Speakers, BT Speakers with great sound output. In consumer durables and home appliances, soon we are going to launch our range of Fully Automatic Washing Machines – Top Load & Front Load both.
What market segments are you targeting?
So far our biggest markets have been Tamil Nadu & Karnataka in the South and Maharashtra & Madhya Pradesh in the West. More than 50% of our revenues are generated from these regions. Delhi in North is again a big market for us.
Where do you want to position your brand in the next years?
Elista as a brand has had a very clear positioning from the very beginning. We are looking at mass acceptability across India and are very hopeful that soon, Brand Elista will be a household name. Starting at the end of 2021, Elista products will be launched outside India too, starting with Gulf markets. With this, our positioning – Making in India for the World will further get strengthened.