FLiX Accessories is a new GenX lifestyle brand in electronic consumer durables. During an interaction with Mobility Magazine, Mr. Ravi Kumar, Business Unit Head, FLiX, shares about the various strategies they adopted for brand positioning and their way ahead in 2023.
FLiX comes from the house of Beetel which knows the Indian market and its needs very well. This rich legacy and experience have allowed FLiX to create the products with an X-factor for the Indian market.
Vision and mission of the brand
FLiX Accessories envisions being the most loved accessory brand in India. After studying the market, FLiX saw a vacuum for products in the smart accessories space which needs to be filled according to the aspirations of the Indian masses. FLiX, a Made in India brand from the house of the trusted and legendary group, Beetel, aims to position itself to make wearable technology in everyday life of the users more enriching. Beetel is a leading landline and IoT manufacturing and distribution brand whose superior-quality product range includes landline phones, cordless phones, fixed wireless phones, and more. Apart from the great voice quality, Beetel’s products have modern features, including Wi-Fi calling.
FLiX positions itself as an affordable brand in mid-range segment. The brand is backed by a go-getter team with a focus on quickly comprehending changing market trends and incorporating them in the product development and delivery dimensions.
The company is conceptualised with the aim of providing high-quality products at responsive, affordable prices and ensuring product quality, pricing, durability, and other key factors to provide more valuable products to customers. All the products of Beetel and FLiX pass through several quality checks. From fixed-line telephone systems and basic cordless models to high-end ones, the organisation offers communication solutions for both enterprises and households.
FLiX aims to capture the pulse of Generation X by targeting a large segment of the market. Currently, Beetel’s landline business enjoys an 80% market share. With the FLiX brand, they plan to expand into new categories and build broader market coverage by offering high-quality products that meet the needs of the customers.
Manufacturing in India
FLiX believes that there is a huge scope for manufacturing in India. Moreover, with the growing number of mobile accessories, the categories are also rapidly expanding. The government of India has undertaken various steps to promote the manufacturing sector and to boost domestic and foreign investments in India.
Market of power banks and adapters
The Indian Power Bank Market is expected to grow at a significant rate. Users of multi-media devices and smartphones around the world could be potential customers for power battery packs or power banks.
Mr. Ravi says, “FLiX aims to tap the GenX with affordable pricing while maintaining high quality and grow twofold year after year.“
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