During an exclusive interaction with Mobility Magazine, the young and enthusiastic entrepreneur, Mr Arnav Kishore, Co-Founder, Fire-Boltt, discusses about their brand’s tech-powered products, their vision etc. Fire-Boltt is a wearable, gaming and audio products brand offering a bouquet of premium quality audio, fitness and fashion products powered by cutting-edge technology.
Brief us how is Fire-Boltt performing in India?
Since the launch, Fire-Boltt has evolved as a home-grown brand in the Indian audio and wearable segments. As per the latest IDC report, we are currently among top three Indian wearable brands, holding a significant chunk of the market share. While our growth as a wearable brand has been overwhelming, the acceptance of our global first entertainment-fitness-reward ecosystem has further firmed our growth over years. Fire-Boltt has been growing 100% Month-on-Month, whereas Boltt Play app clocked more than 1 million downloads within 12 months.
Today our smartwatches are among the bestsellers on leading online platforms. We have also had exclusive launches in pact with the likes of Amazon or Flipkart. In July 2021, we clocked a sell through of more than 1.5 lakh smartwatches, which is a remarkable number for any wearable brand, be it Indian or global.
How your brand ambassador, Mr Vicky Kaushal, is set to influence your brand image?
We all know Mr Vicky Kaushal as an extremely talented and critically acclaimed actor who is loved by masses and class alike. He resonates energy, action, dynamism and fashion, which is completely in line with the brand persona and ethos of Fire-Boltt of being inspirational, visionary, charismatic, rebellious and freedom-seeking. As a brand ambassador, Mr Vicky Kaushal can be seen in all our consumer outreach such as television commercials, campaigns, social media endorsements etc. We have had multiple shoots with the actor while he also launched a series of products last month.
Which of your products are a hit among buyers?
From wearables to Bluetooth earphones, Bluetooth headphones, True Wireless Earbuds, Bluetooth speakers and Sound Bars, all our products have been well received by the young Indian consumers. The wearable segment has, however, particularly been abuzz with our back-to-back launches, introducing economical Bluetooth calling smartwatch talk to the most affordable Ninja smartwatch with key health metrics. As mentioned earlier, we sold more than 1.5 lakh smartwatches in July 2021 alone.
Tell us about the new model of smartwatch.
Our latest offering is Ninja, which also happens to be the most economical smartwatch from the house of Fire-Boltt. It comes with a huge display, full metal body, SPO2 tracker, touch-to-wake feature and multiple other health and fitness features like Accelerometer Sensor, Barometer Sensor, Gyro Sensor and Light Sensor. The water-resistant smartwatch comes in three colour options – Grey, Black and Beige. As a matter of fact, it is one of the cheapest smartwatches you can buy in India.
How do you position your brand against your competitors?
Fire-Boltt has evolved as a home grown brand of recall over the past few years. We have consistently ranked top among the best selling smartwatches on the platforms like Amazon with better rating than our biggest competitors. Our wide range of wearables, their acceptance on all the leading ecommerce platforms and our organic offline growth across more than 750 cities in India depicts how we have fared against our competitors.
What strategies have you adopted for motivating your channel partners?
We have always banked on the omni-channel approach using the right mix of digital as well as offline tools. Our exclusive partnerships with Amazon or Flipkart were part of a long drawn strategy, which encapsulated business aggregation our offline expansion across different geographical locations. Another vital component of our strategic roadmap is our association with Mr. Vicky Kaushal, which has definitely boosted our customer outreach in a significant manner.
What is your focus for the next 5 years?
We have introduced the widest range of smartwatches in India. Our future roadmap includes diversification of our product portfolio and pushing up our online as well as offline sales. We are set to introduce a slew of innovative timepieces, including a range for kids. We may also soon foray into smartwatches with IoT functioning. We aspire to be ranked as the top Indian wearable brand in near future.