Endefo is a Dubai-based smart wearable brand committed to delivering high-quality, innovative solutions for today’s tech-savvy consumers. During an exclusive interaction with Mobility Magazine, Mr. Aneef Tas, CEO of Endefo, delves on the strategies, its focus in Make in India and the future road ahead.
1. Take us through the journey.
Our journey began in Kerala, South India, marking our initial steps into the Indian market. From there, we expanded to Tamil Nadu and Karnataka. In 2024, our footprint extended to North India, covering regions such as Delhi, Punjab, Haryana, and Uttar Pradesh, with further expansion underway. Globally, we started from Dubai, UAE, and gradually extended to Qatar, Kuwait, Bahrain, Oman, Saudi Arabia, and then to African and European markets. This expansion has been a continuous process year after year.
Endefo is a brand under the Ashtel group of companies, a renowned Dubai-based conglomerate. The introduction of Endefo was prompted by the saturation of numerous brands in various product segments in both global and Indian markets. We recognized a shifting landscape with the widespread adoption of smartphones, transitioning from keypad phones. In this dynamic environment, we saw an opportunity to position Endefo uniquely, aligning with the evolving needs and preferences of consumers amidst this technological transition.
2. How do you see yourself in the audio segment in India?
In the audio segment, we aim to provide high-quality products that cater to the diverse preferences of Indian consumers. Our range includes Bluetooth speakers, soundbars, party speakers, and other audio devices. We prioritize the integration of advanced chipsets and responsive speakers to deliver balanced and boosted sound output, ensuring our products meet the varied expectations of different regions in India.
3. Discuss the opportunities that you see in India.
India offers immense market potential due to its vast population and increasing technological literacy. With the government’s emphasis on initiatives like “Make in India,” there is a growing preference for domestically manufactured products. This shift presents an opportunity for us to contribute to the local economy by creating job opportunities and reducing reliance on imports. The demand for smartphones and related accessories is on the rise, driven by the widespread adoption of advanced technology among consumers of all age groups.
4. How different is the Indian market and how do you adapt?
The Indian market is unique due to its diverse consumer preferences and regional variations. To adapt, we continuously study and analyze these preferences, tailoring our products to meet specific needs. For instance, North Indian consumers typically prefer louder music, while South Indian consumers prioritize clarity and pitch. Our dedicated research and development team in India ensures that our products are aligned with these regional preferences, offering genuine features and high-quality performance.
5. Tell us about the strategies adopted to propel its growth.
Our strategy involves gradual and sustainable growth. We emphasize quality and innovation, ensuring our products meet the evolving needs of consumers. We have established a robust distribution network, with warehouses in both North and South India, to ensure comprehensive market coverage. Our focus on proper billing practices and transparent operations empowers various stakeholders and builds consumer trust. Additionally, our commitment to the “Make in India” initiative supports local manufacturing and job creation, further driving our growth.
6. How do you correlate with distributors?
We prioritize building strong relationships with our distributors, sub-distributors, and retailers. Our distribution strategy focuses on empowering these stakeholders by providing the necessary resources and support. We ensure that our products reach every corner of the market, offering genuine products with warranties to give customers confidence in their purchases. Our emphasis on proper billing practices and transparency strengthens our collaboration with distributors and ensures efficient market operations.
7. How do you see 100% Growth in Made In India Products?
Our commitment to manufacturing in India has resulted in significant growth in our Made in India product range. By sourcing the majority of our raw materials domestically and establishing a dedicated R&D team in India, we have reduced reliance on imports and enhanced local manufacturing capabilities. This approach has led to a 100% increase in both revenue and sales year-on-year, demonstrating the success of our focus on domestic production.
8. Expansion in LFRs – Elaborate.
Our expansion into Large Format Retailers (LFRs) involves establishing partnerships with major retail chains across India. This strategy enhances our market presence and ensures that our products are readily available to a broader consumer base. By leveraging the extensive reach of LFRs, we aim to increase our sales volume and brand visibility, further driving our growth in the Indian market.
9. Discuss the future road – the expected turnover, the reach.
Looking ahead, we anticipate continued growth and expansion across India. Our step-by-step approach to entering new states will lead to increased sales volume and manpower. We plan to further extend our reach in North India and beyond, with the goal of establishing a nationwide presence. Our focus on innovation and quality will drive our expected turnover, as we introduce new products and enhance our existing range. With our commitment to the “Make in India” initiative and strong distribution network, we aim to achieve sustainable long-term success in the Indian market.
Covered By: Mobility India / Endefo
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