KDM India is a leading manufacturer of mobile accessories & electronic products. With the unwavering vision to be a Make in India-Make for World brand, the company provides premium mobile accessories products like earphones, neckbands, wireless speakers, mobile chargers, power banks, etc. at affordable prices.
During an interaction with Mobility Magazine, Mr N D Mali, Chairman & Director, KDM India, discusses in detail regarding the vision of the company, key focus areas, strategy adopted for
What is the mission and vision of the company?
KDM started its journey as a lifestyle and mobile accessories brand in 2011. Eventually, we realised that there are many big brands in the market that are giving the best quality products but those are not affordable to the masses, especially in tier 2 and 3 cities. We wanted to fill this space through KDM by serving the masses with value for money products.
KDM is a homegrown mobile accessories brand for new India. Striving for excellence and providing the most innovative products using the latest technology is our mission. We hope to be a household name in every town and remotest area of the country and aim to reach over 1 lakh dealer network by 2025 with a vision of ‘Har Ghar KDM’.
- Describe the key focus areas?
KDM has been established as a leading lifestyle and mobile accessories brand for a decade. We have developed a wide variety of products under mobile accessories and lifestyle segments which ranges from mobile chargers, earphones, speakers, neckbands to headphones. We have a strong distribution network spread across India that has enhanced our journey of building India’s largest and most innovative mobile accessories and lifestyle brand.
We at KDM aim to provide lifestyle products to our consumers. Indian consumers are always inclined towards variety, style, unique features besides looking for products that are value for money. We focus a lot of research to fulfil the demand and strategize to deliver the best-in-class products.
Explain your brand positioning?
KDM = Karo Dil Ki Marzi. ‘Karo Dil Ki Marzi’ is all about the brand persona. Everyone aspires to live his/her life to the fullest but due to external pressures and responsibilities always keep his thoughts within his heart. KDM products inspire people to live their life through music. It is the small wishes and aspirations which make us happy, those unfulfilled hobbies and passions like dancing, singing, painting, blogging and endless lists which KDM products empower its users to do so.
What are then opportunities and challenges that you see ?
The consumer electronics segment, a part of which comprises headphones, earphones, power banks, and other mobile accessories, is booming. The larger consumer electronics segment is expected to grow at 9.3 percent, resulting in a projected market volume of $20,624 million by 2025, according to Statista data. The mobile phone accessories market is estimated to grow 10.5 percent from 2017 to 2024, according to a Research Nester report.
The growth in mobile phone usage has created a booming demand for mobile accessories and this will lead to higher growth in this sector. The markets will provide opportunities to those who offer quality products at desired rates. KDM’s prime focus is to consider every individual as its prospective customer and value them. We offer a better value proposition to our customers with value for money products.
What is the strategy that you follow to stay closer to customers across touchpoints?
KDM gives a lifestyle choice to people living in tier 2 and 3 cities. Besides a presence in tier 2 and 3 cities, KDM has a customer base in metro cities and primarily operates in offline mode.
India is a land of festivals. From January Uttarayan festival to November Diwali festival, there is always a creative campaign that can be directed towards consumers on a local or regional level or targeted to specific festival. It means an opportunity to create unique campaigns that give customers a chance to connect and engage with the brand.
KDM created a unique campaign to perfectly aligned with the brand’s slogan – Karo Dil Ki Marzi. Our first video launched during Navratri festival featuring veteran Bollywood actors Brijendra Kala and Deepshikha Nagpal amassed one million views in a week’s time. This was followed by a series of videos with television actor Paras Kalnawat.
To mark Uttarayan festival, we roped in popular Gujarati folk singer Geetaben Rabari as our brand representative for ‘Maari Patang KDM Ne Sang’ campaign in Gujarat. Geetaben Rabari is one of Gujarat’s most well-known folk performers, and her brilliance in folk music has wowed audiences all over the world and has conquered millions of hearts and ears with her delightful numbers. The challenge was how to reach to the masses of Gujarat and also to the youth of Gujarat with value for money affordable products. It could have been possible only through brand representative and no one could be better than Geetaben Rabari because she is a youth icon with huge influence across Gujarat and Rajasthan. Even though we had a good product, we were not able to popularise it rightly. We took the concept of Uttarayan kite fest along with Geetaben Rabari and by doing this campaign “Maari Patang KDM Ne Sang’ people started recognising us overnight.
Our creative campaigns align with the brand’s slogan and shows how the company is building a global brand to compete in the market.
Moving beyond what are the innovative technologies that you are likely to disrupt market with?
Considering the everyday demands of tech savvy consumers, there is a need to come up with something different, innovative with state-of-the-art features. Moreover, we also complement the vision of our Prime Minister and support the Make in India initiative.
We have recently launched premium wireless earphone – KDM W4 AirTwist – with powerful batteries giving long-lasting playtime, clear sound experience, comfort to ears and more. It also offers features like hands free calling, lightweight, noise isolation and all-day battery life on a single charge via the USB Type-C port. Wireless earphones are all the rage right now and is ideal anytime, anywhere. These earphones look sleek, is super lightweight and hence easy to carry around in your pocket or the bag.
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