Lyne is a sub-brand of U&i, that provides premium product to its customers. During an interaction with Mobility Magazine, Mr. Meet Vij, CEO, U&i, explains their brand policy and product plans.
What is the product-line of Lyne?
Lyne currently deals in more than 50 products under 10 different categories, including wired earphones, wireless EarPods, headphones, neck bands, data cables, power banks, brick chargers, smart watches, speakers, and pen drives. All these products have a premium built quality with the finest materials to provide users an exceptional experience.
How do you plan to position the brand?
Lyne, as a brand, believes in providing customers with a range of premium mobile devices and accessories that are both affordable and one-of-their-kind. The company aims to deliver high-quality products and services to its customers. While creating the concept for Lyne, the most important factors we took into account were high quality, stylish design and reasonable pricing. These are the principles while positioning ourselves with in the market.
Tell us the idea behind the launch of the brand
U&i, our parent company, had already established itself as one of the most sought-after consumer electronics brands, with a diverse product offering and excellent customer service. We already achieved a high penetration in the affordable accessories segement. However, to give our clients premium products with the affordability and service quotient, we came up with the idea of Lyne with our maxim ‘dared to dream.’
What are your strategies to make Lyne to stand out?
The factors that make our products stand out in the market are their stylish designs, affordable pricing and robust service. We have a solid supply-channel that makes our products available in stores throughout the country, and soon they are will be available online as well. Additionally, we are promoting our products through a variety of ‘through-the-line’ and ‘above-the-line’ branding channels.
What is your target audience?
While Lyne products are designed to suit customers from all age categories, our major target audience is the youth, especially people aged between 13 and 30. Our key demographics here will be the middle- and higher-income groups from tier 1 and 2 cities in India, looking for long-lasting, affordable and robust mobile accessories.
Discuss the role the brand ambassadors play?
Our brand ambassadors, the Bolywood actors Vidyut Jammwal and Ananya Pandey, are the faces of our brand that appeal the audiences. Their association with our brand has been very helpful in building awareness and adding value to our brand.
What new innovations are you likely to come up for this segment?
Since, Lynce is a new brand, creating a strong image for our products and the brand is our main priority. Nonetheless, we’re trying to play around with different technologies and designs to keep up with the needs of our consumers. We believe that by doing this, we can improve our present product line and create a stable foundation to expand it in the upcoming months.
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