Lyne is a second generation brand that offers a wide range of innovative functional and high-quality mobile devices.
During an interaction with Mobility Magazine, Mr. Meet Vij, co-founder, Lyne, talks in detail about the technological developments, the brand policies to boost sales and the road ahead for the coming year.
Vision
The main aim of Lyne is to scale the ladder and become India’s most trusted lifestyle and portable electronics brand by ensuring premium quality at competitive prices.
The brand is steadily emerging as one of the leading and the reliable consumer mobile accessories company and targeting young professionals as a consumer group has allowed itself to pose as a strong competitor to many established brands.
Inception
The brand’s assortment of products is exceptional in terms of both quality and price. Building from the foundation of their family business, Meet Vij, Paresh Vij, and Navin Vij, the co-founders, established Lyne with the aim of providing an exciting variety of products and services to its customers, hence making it a one-stop solution for all of their requirements.
The offered product range is designed to be sleek and durable while catering to the comfort of an all-inclusive audience. The brand has launched its products under the set categories of earphones, earbuds, headphones, power banks, phone chargers, smart watches, neck bands, etc.
In a very short time, Lyne has been able to establish itself as an premium brand providing innovative options. They came up with a great range of products and is soon expected to emerge as the leader and a one-stop-shop for all consumer accessories.
Strategic Positioning
After years of being a part of the industry and continual R&D on the preferences of their customer base, Lyne has come up with a product range that is expected to be unique and unrivalled in terms of quality and value. The company, which is based on their long-running family business, aspires to fulfil all requirements relating to mobile accessories and gadgets.
Lyne’s products stand out in the market, thanks to its design-centric style, user-friendly specs and robust service. The brand also entails promoting its products through a variety of “through-the-line” and “above-the-line” branding channels.
Target Audience
The products are designed to suit customers of all age categories, with the major target audience being between the ages of 13 and 30. The key demographics here are the middle- and higher-income groups from tier 1 and tier 2 cities in India, looking for long-lasting,, sleek and durable products.
Brand Ambassadors
Actors Vidyut Jammwal and Ananya Pandey are the faces of Lyne. As the brand ambassadors, it was very crucial to have them involved with the brand and believe in its ideas. Working with them from before the launch until now has helped in building awareness and adding value to the brand.
According to Meet, “Lyne will be able to provide high-quality, design-focused, and innovative products because of its several international manufacturing units and a packaging unit in India. We have a solid supply-channel that makes our products available in stores throughout the country, and is soon going to be available online as well. Moving ahead we plan to bring in more products under the same banner.”
The company intends to grow and soon become one of India’s most reputable consumer electronics firms with its bold, stylish, and robust products and powerful distribution network.
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