Beetel, a well-known brand for landline phones, mobile accessories and IT peripherals, has launched their new brand Flix Make in India Smart Accessory Brand in India. The product line under Flix will include lifestyle accessories such as earphones, truly wireless earbuds, power banks, wired/wireless chargers and more. In an interaction with Mobility Magazine, Puneet Gupta, Business Head—India, Flix Accessories, shares their brand’s policy and strategy.
Puneet Gupta shares, “Accessories market has been growing at a good rate of 15-20% and the recent trend of work from home (WFH) has pushed the market demand further up. The growth rate is expected to be 25-30% in the coming years. This shows the size of opportunity in this segment. Today, customers are looking for Made in India products. Beetel has been a Make in India brand with a presence of over 30 years, though we have launched Flix just now. We have our manufacturing plant in Ludhiana, Punjab, where the Punjab government gives us tax rebates and some other facilities. We have been already manufacturing their landline & cordless phones, Cloud Camera & Baby monitors and IT accessories. We will use the same facilities to manufacture mobile accessories, which is an advantage for us.”
Today the new generation buyers are looking for products that have something punchy. Flix aims to provide that punch the customers want with accessories that come with the latest technology and features.
Talking about their product line, Puneet Gupta shares, “Initially, we are launching basic accessories, such as cables, chargers, power banks, power chargers’ earphones, etc. Then we will launch Bluetooth speakers, neckbands and smartwatches in the coming months. Our Bluetooth speaker will be a 3-in-1 bedside solution which, besides speakers, includes digital clock and built-in wireless charger which can charge the phone wirelessly. Our smart watch will include features to monitor temperature, walking distance and pedometer, which are essential due to the pandemic conditions today. We are launching over 40 products in two phases in the coming months of 2020.”
Speaking about their GTM strategy, Puneet Gupta comments, “Beetel is already an established brand with over 30 years of market presence; we have an established pan-India distribution network with over 600+ associated partners. We can use the same distribution network to promote Flix and this is an added advantage we have. For Flix, we have a new inhouse marketing team to take care of the brand promotion and manage the distribution process. Initially, we will launch in some 100 cities across and then expand to other towns and cities. We will follow different strategies for different states depending on the market size and the presence of our network.”
Talking about their brand positioning and future plans, Puneet Gupta shares, “As far as brand positioning is concerned, we are targeting different segments with different products. We are not focusing on the un-organized market. Our products will be value for money products. We will give 1-year replacement warranty where the customer who wants replacement can to any retail counter with the invoice and get his replacement. As far as retail chains are concerned, we are already present with some retail chains, we explore more in the coming months. Make in India is good program that will benefit the country and we are very committed in this direction. In two years time, we are aiming at 5-6% market share in the Indian mobile accessories market.”