Mobilla, the brand of ‘Mobitech Industries LLP’ with the motto ‘Har Pal Ke Liye,’ focuses on promoting active lifestyle, every moment of your life. It is a company run by a team of young, aggressive minds with a passion to create products that would enhance the mobility experience of the consumers. Mobilla carries a grand industry presence of over 20 years with thorough understanding of how the market shifted from the keypad days to the touchscreen days and how important the data consumption has become today in every walk of life. And to complement the changing needs of the consumers, the brand developed a wide range of products keeping abreast with the technological advancements.
In an exclusive interview with Mobility magazine, Mr. Jignesh Shah and Mr. Hetal Shah, Co-Founders of Mobilla; and Mr. Vishal, Chief of Marketing in Mobilla, share the vision & mission, brand philosophy marketing plans and future outlook of their brand.
During your 20 years of presence in the market, what changes have you noticed?
The mindset of the customers has undergone a massive change, the purchasing power of the customer has increased, and Internet accessibility and awareness about the availability of the various products in the market have grown a lot. The quality and affordability of a product play an important role for the customers today. The market is growing rapidly and the technology has reached even rural corners of India opening more opportunities for the brands.
What is your view on the opportunities and challenges in Make in India?
Make in India enables us to control the quality of the products, optimize the inventory, and customize the products as per the requirements of the Indian Consumers. The Indian market is different from the global market. We can cater to the customers here better if we manufacture the products domestically. The challenges include shortage of skilled workers and poor availability of raw materials. Once these gaps are filled, Make in India will touch new heights and we can also reach the global markets.
Where do you think India will be in terms of manufacturing in the next 5 to 10 years?
India has the strength and the capacity to succeed – we have the manpower and all we need to do is skill the workers appropriately. India will surely become a leader in the electronics industry in the coming 5 years as more and more people are being trained and skilled, though the process needs to be improved.
Where do you position yourself in the market?
It was very difficult to establish our brand initially owing to the fact we didn’t want to compromise on the quality of our products. We focus a lot on R&D so that our customers can get the best quality products from our brand. In the B2B market, unless and until a new brand is well promoted, it takes a lot of time for it to establish itself and gain the trust of the consumers. But, gradually we have crossed those limitations and now our brand is well established and we are providing quality products in an affordable range.
What new innovations do you foresee in the smartwatch segment?
Smartwatches have evolved a lot in the recent times and every brand is coming up with new technologies. Now it’s easy to get an ECG done, setting important reminders, sending SOS messages, etc through smartwatches. Dependency on and popularity of smartwatches are definitely going to increase in the near future and we will see many new innovations.
What is your product strategy and philosophy?
Since we are a value-for-money brand, we have to keep up with the changing trends in the market. Our brand aims to cater to the increasing demand of the consumers for quality products in an affordable price range. Technology is advancing at a fast pace and this keeps us motivated to develop and innovate. We forayed into the electronics market as we saw a lot of opportunity and growth. Initially, when we are about to foray into the accessories market, we found that the market is flooded with low-quality products and due to the lack of awareness about quality products, the end consumer was suffering a lot. We made a decision to fill this gap and provide customers with the best quality products. Since we saw defects in the imported products, we decided to manufacture our own products and invested in top-quality machinery, and went through the market testing standards. Our quality makes us stand out in the market. If the consumer is satisfied with the quality and the price of the product, we have won their trust. Mobilla need not compete with other brands in the market; we have the strong goodwill of the customers and in the industry as one of the most reputed and trusted Indian brands. We started out with providing the batteries. Initially, the market only had poor quality batteries which would wear out too soon. We gauged this problem and started manufacturing good-quality batteries. Soon we started getting bulk orders owing to our great quality. The MH battery which is available in the market is provided pan-India only by Mobilla. Later, we started making neckbands, earbuds, and all other accessories that are trending well in the market. Our products go through rigorous quality checks, and we provide warranty and excellent service to our products. The Make in India initiative has motivated the brands to manufacture in India, and today, the Indian consumer is more willing to purchase Made In India products than Made in China products. We provide quality of international standards, but at an affordable price range. Our wide range offers a huge variety to the customers to choose their products from.”
Please brief us about your marketing strategy.
Mr. Vishal, Chief of marketing at Mobilla, “We focus on developing high quality products at affordable prices in a way that suits the tastes and affordability of the Indian customers. Next, we maintain high visibility of our products in the market through aggressive promotion. We effectively use all the online platforms such as Facebook, WhatsApp, etc to expand the reach of our brand. Recently, we have tied up with the renowned actress Ms. Kajal Aggarwal to add the celebrity touch to our brand and widen our horizons through her glamour and fanbase. Mobilla has a huge network of partners. We treat the channel partners as our family members and deal with them with trust and respect, meeting their expectations in time, ensuring the best satisfaction. We educate our channel partners regularly and also share details of our products with the consumers digitally through Youtube videos. Our product packaging has all the details about the products which make it easier for the customer to understand. Mobilla aims to capture the international markets in the future and reach higher levels of success. Mobilla is a consumer-centric brand; we try to cater to the requirements of different segments of customers in an appropriate manner. Our wide range of lifestyle accessories includes Earphones, Wireless Neckbands, Wireless Earbuds, Wireless Headphones, Wireless Speakers, Wireless Party Speakers, Smart Watches, etc; and the Mobile Accessories category includes Batteries, Power banks, Travel Chargers, Car Chargers, DC Chargers, Data Cables, Aux Cables, OTG Dongles, Card Readers, USB Hubs, etc. Mobilla’s passion for details results in designing and development of products that are long-lasting and high on functionalities. To serve the customers with the desired quality and to meet the demands of the exponentially growing markets, we are investing in our state-of-the-art facilities located in Himachal Pradesh, Delhi-NCR and Maharashtra. All our strategies are backed by a strong and dynamic network of over 1000+ distributors catering to over 1 lakh retail points across India. Our Commitment to deliver the right products into the right hands at the right time is achieved by our passionate Sales Team, which works with dedication even during the tough times and as a result, today we stand strong as a rapidly expanding, closely knit Mobilla family across India. We have become one of the fastest growing and happy brands in India in the Mobile & Lifestyle Accessories space. Today, we have many happy customers and partners who vouch and advocate for the products of Mobilla.
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