During an interaction for the Mobility Magazine, Mr. Bharat Seksaria, (Product Head – Mobility), explains their product advantages and technological innovation along with their Make in India plans and its supporting marketing strategies.
Foxin (a brand extension of Balaji Solutions Pvt. Ltd.) is headquartered in Kolkata and is a leading manufacturer and provider of chargers, headsets, cables, power banks, speakers etc. is backed by excellent after-sales services and a long standing brand reputation. The prime objective of Foxin is to create products by deciphering various technical requirements and offer best customer satisfaction through modern technological innovation and a superb built quality at a very competitive price.
What different product lines do you currently operate?
We are operating in 9-10 product-lines like cables, earphones, power banks, smart watch, wireless neckbands and true wireless earphone. Currently, we are also experimenting with wireless chargers, car accessories and smart speaker our Made in India platform as we feel these are some of the best selling products and we can add value to this segment by a large extent.
What are your differentiating factors?
As a part of our brand standards, we have a practice of giving a one-year warranty across all our products. The impeccable quality of our products is what creates the differentiator that makes our product worth investing up on. Moreover, our products undergo intense R&D and strict checking to meet the quality parameters that we aspire to. As an ethos of our brand, none of our products have been catering to only a particular niche segment like some of the other high-end brand, yet we maintain every hygiene and quality parameters like any other benchmark brands at the most competitive price point and this is what makes us stand out in the market.
Explain how you strategically position your brand?
Our target audience has always been the youth. We are offline-centric and we make sure that our products are rightly priced. We currently have strategies to penetrate into the rural markets and to cater to the needs of the masses. We have high-end as well as mass market products.
How your products offer innovations?
Foxin has been launching innovative Type C charging solutions, neckbands and TWS within an affordable price bracket. We also launched smart watches with calling facility. We ensure that our products comply with BIS standards.
How does the association with Foxin benefits your channel partners?
We believe in multi-brand and high quality product distribution. Our partners have a lot of trust in us, and we ensure that they get better returns. We have very loyal partners who have been with us for several years in our quest. Though we are not currently strong in the northern India region, we are aiming to capture a decent market share in the next year. We have a very strong footprint in eastern and southern regions of India and have over 600 distributors who reach our products to the markets.
Describe the road ahead – the technological innovations, your future plans etc?
We are focussing on developing products under Make in India platform. We plan to allocate our entire product portfolio in the Make in India platform in due course of time and this step would also enable us to have full control over quality, raw materials, finance and supply chain and be more innovative. We want to add more innovations into our products and expand into new markets. Offline channel will be our main focus. Moreover, we also want to set up an entire online vertical which includes aggressive online marketing campaigns to reach out to the end consumers.
