Microdigit, one of Ashtel’s major successful ventures, which covers a lot of variety products range from consumer electronics, multimedia to IT and telecommunication products. During an exclusive interaction with Mobility Magazine, Mr. Thariq Mallik, CEO of Microdigit India, discussed about brand’s key milestones, the strategic opportunities it has leveraged, and its ambitious vision for future growth.
What are some of the biggest milestones achieved by Microdigit?
Founded in 2015 in Saudi Arabia, Microdigit is a brand under the umbrella of Ashtel Group, a global business conglomerate with a diversified portfolio in consumer electronics, retail, and distribution. From its early days, Microdigit set out with a clear mission: to offer high-quality electronic products and accessories at accessible price points.
Its growth has been driven by a keen understanding of market gaps—particularly in regions where international brands are either overpriced or underrepresented. With a foundation built on value, accessibility, and customer-centric design, Microdigit became a go-to brand for millions across the Middle East, Africa, and parts of Asia.
What are the policies that have been adopted to create the brand awareness
This mission positioned it uniquely in emerging markets where consumers are tech-savvy but price-sensitive. Initially, Microdigit focused on developing and distributing affordable mobile accessories, such as data cables, chargers, earphones, and memory devices. Over time, the brand expanded into audio products, home appliances, storage solutions, and even smart wearables—catering to an increasingly connected and digital-first consumer base.
The company focusses on meticulous Color, Material, and Finish (CMF) choices elevates both aesthetics and functionality.
How do you see the growing opportunities in the Indian market and how do you tap them?
Microdigit’s move into India is both strategic and timely. The Indian wearable and audio electronics market has been booming with big brands dominating budget-conscious segments. Yet, there remains space for brands that can offer innovative features without compromising on build quality or service support.
Microdigit saw this gap clearly. Rather than competing solely on price, the brand introduced feature-rich products that boast Environmental Noise Cancellation (ENC), touch-sensitive controls, LED display cases, and long battery life—features often reserved for more premium devices.
What strategies does the brand use to foster innovation and creativity keeping in mind the Indian consumers?
Microdigit’s brand ethos is rooted in “Life Made Easy.” This isn’t just a marketing slogan—it reflects a deliberate strategy of designing and delivering products that solve real-world problems at affordable prices. The brand isn’t just budget-friendly—it offers value for money by incorporating high-end features typically found in mid-range products. Microdigit products are aesthetically modern and user-friendly, with intuitive controls, lightweight form factors, and practical features like magnetic earbuds and water resistance.
Discuss the wide range of products.
Microdigit has established itself as a leading innovator in the electronics industry, offering a wide range of products including computer accessories, storage devices, and mobile accessories like speakers, earphones, data cables, power banks, and chargers. Microdigit’s portfolio offers well-designed, innovative, and fashionable lifestyle-oriented products at attractive price points.
How does Microdigit design stay ahead of the rapidly changing technology landscape?
In a market where much of the population still shops in physical stores, Microdigit is focused on offline retail distribution, partnering with regional distributors and retailers to create availability in local markets. Understanding the importance of trust in brand building, especially in the Indian context, Microdigit offers accessible customer support and warranty services—often a missing piece with budget brands.
What is the vision for Microdigit in 2025?
Microdigit has transformed from a regional electronics brand to an emerging global player. Its growth trajectory highlights a keen understanding of consumer needs in developing markets and a commitment to closing the gap between innovation and affordability. As it deepens its presence in India, Microdigit is not only selling products—it is building trust, delivering value, and shaping the future of everyday technology.
Covered By: Mobility India / Microdigit
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