Foxin has been successful in creating an extra edge in a highly competitive market for IT Peripherals and Mobility products. During an exclusive interaction with Mobility Magazine, Ms. Harshika Seksaria, Business Development Head, Foxin, delves on the journey of the brand so far, the strategies adopted, and the growth envisaged.
Journey
Balaji Solutions Limited first started as a distribution house in the late 90’s and later in 2006 Foxin came into being. Foxin is short for “For Extraordinary Individuals”. It was my father’s vision and passion for electronics that pushed him to start his own brand. Since then, Foxin has grown and has now become a household name.
Brand Strategy
Foxin has adopted a multifaceted strategy to create a strong brand image in the IT Peripherals, Mobile Accessories, and Electronics market. The brand focuses on innovation and quality, affordability, product range and a strong distribution network to name a few.
1. Innovation and Quality: Foxin places a high emphasis on continuous innovation and maintaining superior quality in their products. This approach ensures that we can offer advanced and reliable products to their customers, enhancing their overall experience.
2. Affordability: The brand has managed to stay competitive by offering high-quality products at affordable prices.
3. Extensive Product Range: Foxin offers a wide variety of products, including IT Peripherals, Mobile Accessories, and more recently, Wearables and Audio Products. This extensive product range helps us cater to diverse consumer needs and stay relevant in a competitive market.
4. Strong Distribution Network: Leveraging the extensive network of our parent company, Balaji Solutions, Foxin has a significant presence across India with branches in 22 locations and 94 service centers. This wide distribution network ensures that our products are easily accessible to consumers nationwide.
5. Digital and E-Commerce Focus: Foxin has expanded its digital footprint through e-commerce platforms like Amazon and Flipkart, as well as our own website. We have also engaged in extensive outreach through social media, collaborating with tech influencers and celebrities to promote our products.
6. Local Manufacturing: In alignment with the “Make in India” initiative, Foxin has established its manufacturing unit in Kolkata. This move not only supports local manufacturing but also helps the brand in reducing costs and improving supply chain efficiency.
7. Customer-Centric Approach: Foxin’s strategy involves closely listening to consumer needs and market demands. By focusing on customer feedback and current trends, we can innovate and deliver products that meet the evolving needs of their consumers.
Through these strategies, Foxin has built a robust brand image, positioning itself as a reliable and affordable choice in the competitive electronics market.
Range of Products
Foxin offers a diverse range of products across various categories, including IT Peripherals, Mobile Accessories, Audio Products, and Gaming Accessories. Our IT peripherals include Keyboards, Mice, PC Components, Monitors, Webcams, Speakers, UPS, and Printer Toner Cartridges. In mobile accessories, we provide Chargers, Powerbanks, Data Cables, and both Wired and Wireless Earphones and Headphones. Foxin also features Audio products like Wireless Bluetooth Speakers and Home Theatre Systems. Additionally, Foxin supplies Gaming Accessories such as Gaming Mice, Keyboards, Headphones, SSDs, and PC Cabinets.
Boost Manufacturing
Foxin boosts Indian manufacturing through several strategic initiatives:
1. Local Manufacturing Facilities: Foxin established its own manufacturing unit in Kolkata, West Bengal, aligning with the “Make in India” initiative. This move reduces reliance on imports and supports local industry growth.
2. Focus on High-Quality Production: By setting up local manufacturing, Foxin ensures better quality control and quicker adaptation to market needs. This helps maintain high standards and meet consumer expectations more effectively.
3. Supporting Employment and Skill Development: Local manufacturing facilities create job opportunities and contribute to skill development in the region, fostering economic growth and self-reliance.
4. Sustainability and Energy Conservation: Foxin emphasizes energy conservation and sustainability in its manufacturing processes, adopting improved technology and automation to enhance efficiency and minimize environmental impact.
5. Expanding Product Range with Local Production: Foxin manufactures a wide range of products locally, including USB Data Cables, Chargers, Powerbanks and Earphones. This diverse product portfolio supports the local supply chain and reduces dependency on imports.
These initiatives collectively enhance Foxin’s contribution to Indian manufacturing, aligning with national goals of self-reliance and economic growth.
Customized Products
Foxin has recently launched a new series of Luxury Powerbanks that boast exceptional features unmatched in the current market, all offered at an attractive price point. These powerbanks have already gone viral on Instagram due to their unique offerings. Additionally, Foxin provides free personalization options, such as engraving names or company logos, for orders placed through their website, which has significantly attracted customers. Beyond Powerbanks, Foxin also customizes Adapters, Cables, and other Electronic items to meet specific consumer preferences.
Growth Envisaged
Foxin’s growth path ahead involves several strategic innovations and expansions to strengthen its market presence and cater to evolving consumer needs. Here are key areas of focus:
1. Product Innovation: Foxin continues to innovate by introducing products with advanced features and unique designs. Their recent launch of luxury power banks with customizable engravings exemplifies their commitment to offering differentiated products that stand out in the market.
2. Expansion into Wearable Technology: Foxin will venture into the wearable technology sector, offering smartwatches with health monitoring features like the FOXFIT AMAZE PRO and FOXFIT PULSE. This diversification allows them to tap into the growing market for health and fitness gadgets.
3. Enhanced Customization: By providing personalized products such as engraved Powerbanks, Adapters, and Cables, Foxin meets specific consumer preferences and enhances the customer experience. Free engraving services for online orders further attract customers looking for unique, personalized items.
4. Strengthening Digital Presence: Foxin is expanding its digital footprint through e-commerce platforms and social media engagement. Viral marketing on platforms like Instagram helps increase brand visibility and reach a broader audience.
5. Expanding Product Range: By continually expanding their product range to include new categories such as Gaming Accessories, Audio Products, and Smart Wearables, Foxin stays relevant in a competitive market and meets diverse consumer needs.
Covered By: Mobility India / Foxin
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