J4S Tech Innovation Pvt Ltd, a forward-thinking company committed to ‘Make in India,’ is revolutionizing the lifestyle accessories market with high-quality, locally manufactured products. In an exclusive interaction with Mobility Magazine, Mr. Rajat Puri, Managing Director, J4S Tech Innovation Pvt Ltd, shares insights on their vision, manufacturing expertise, and future plans.
Can you share some insights about J4S Tech Innovation and its parent company?
J4S Tech Innovation Pvt Ltd is an extended arm of JSG Innotech, a company with a rich 50-year history in the automotive manufacturing domain. Our expertise and legacy in manufacturing have now led us to explore new markets, and J4S was established to introduce innovative lifestyle accessories and other essential products. One of our key offerings includes extension cords, which are proudly made in India.
Can you elaborate on the manufacturing process and the ‘Made in India’ aspect of your products?
Our extension cords are entirely manufactured in India, with design, development, and validation all handled in-house. The only component we currently import is the PCB, which is sourced from China. However, every other aspect of the product is produced locally, making it a truly ‘Made in India’ initiative. Our manufacturing facility is based in Gurgaon, and we have strategically developed product models in basic, mid-range, and premium categories to cater to a diverse customer base, including travelers, office-goers, and corporate gifting segments.
What differentiates J4S from other competitors in the market?
The modern consumer is highly aware and discerning. Every rupee spent is expected to deliver value beyond its cost. With this in mind, our approach is centered on providing high-quality products that offer maximum utility and convenience. Unlike many competitors who rely on imports, we emphasize self-reliance and domestic production. Additionally, while major brands such as Havells, Crompton, and Orient depend heavily on traders and importers, our goal is to bring transparency and awareness to customers regarding product origins and quality.
Who is your primary target market? Are you focusing on B2B or direct consumer sales?
Our primary focus is on the B2B market. We have a strong legacy as an OEM, having worked with industry giants in the automotive sector such as Tata, Mahindra, and MG Motors. In the FMCG sector, we have been direct suppliers to brands like Godrej for their Aero range. Our parent company supplies over 20 lakh units per month, showcasing our robust manufacturing capabilities. Initially, our goal is to establish strong partnerships with major brands rather than competing in the mass retail market. Our second phase will involve building our own brand presence.
What is your strategy for entering the Indian market, especially in a segment that is dominated by imports?
Our company has always focused on exclusivity and innovation. Instead of following market trends, we identify niche segments with limited competition and high dependency on imported products. For instance, many essential electronic products like hairdryers, electronic brushes, and similar accessories are largely imported. We aim to re-engineer and manufacture these products locally, reducing dependency on Chinese imports and strengthening India’s manufacturing ecosystem.
How do you plan to collaborate with established brands in India?
We are open to partnering with major brands and offering our expertise as an OEM. Our experience in large-scale manufacturing positions us as a reliable supplier. We have structured our product lineup with different MOQs (Minimum Order Quantities) to cater to different business needs. MOQs start from 1,000 units and scale up to 10,000 units, with B2B pricing tailored accordingly. Additionally, we offer customized pricing models for retailers, individual consumers, and resellers to ensure competitive pricing for all stakeholders.
With increased competition, what is J4S’s approach to staying ahead in the industry?
Our key differentiator is quality and innovation. While many businesses focus on price wars and cheaper imports, we emphasize product excellence and reliability. Our strategy is twofold: first, to dominate the B2B sector by providing high-quality, locally manufactured products; second, to introduce innovative and niche products that meet consumer demands while reducing reliance on imports. By continuously evolving and leveraging our strong manufacturing foundation, we aim to set new benchmarks in the industry.
Any final thoughts or message for potential partners and customers?
We are excited to bring J4S to the market and are looking forward to collaborating with brands that share our vision of innovation and self-reliance. We invite industry leaders and businesses to partner with us in this journey, where we can collectively contribute to strengthening India’s manufacturing ecosystem. Our goal is to provide superior, value-driven products that enhance consumer experience and create a sustainable, self-reliant future for the Indian industry.
Covered By: Mobility India / J4S Tech Innovation
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