The Dubai-based Elista aims to bring their world-class LED TVs to the Indian customers and plans to Make in India. In an interaction with Mobility, Saket Gaurav, CMD, Elista, share their company’s legacy, plans, and vision for the Indian market.
Please brief us about your company’s background and merits.
Elista, a brand incorporated into the consumer durables segment, draws its strengths from the TeknoDome Group, having its global headquarters at Dubai, UAE, and Indian headquarters at New Delhi. The TeknoDome group has a legacy of 12+ years in the field of consumer durables, IT & gaming. With footprints in CIS, UAE, MENA, Africa & Asia, the group prides itself on being the partner of choice for the leading brands’ world over when it comes to establishing their brand in abovementioned countries.
Please brief us about your market strategy for India and how you weigh the Indian market.
India as a market has huge potential in the segment of consumer durables as the current penetration is very low but with a promise of double digit growth in the coming years. For innovation, design, and technology, the country has been largely dependent upon foreign brands. We see this as a huge opportunity to start making in India and bring home the world-class technology. This will not only create more employment but also put India’s name on the world’s innovation and technology map.
What is special about your LED TVs and how many models do you have?
Our products are one-of-their kind in terms of features & technology. We will unveil the unique features as we launch. We have sizes available from 24” to 65” and from non-smart to HD Smart to UHD Smart TVs. To sum it up, we have LED TVs available for all needs and that too, great quality at affordable prices.
What other products do you want to launch in the coming months?
As the year progresses, we shall be launching other products like Washing Machines, Cooling Range (Ref, ACs & Coolers), and Audio products. We will start in India and then will be launching our products in other countries in a phased manner.
What is your target market segment (niche or mass market) and how do you plan to position the Elista brand? Please elaborate.
When we say that we want to bring world-class technology to India, we mean to make it available to the masses. While in innovation and design, our products will be benchmarked with only the best of the best brands. In pricing, they are going to be very affordable. In short, we aim to bring global quality at local prices to the people of India.
What is your supply channel strategy for India?
We are looking at the states of Orissa, West Bengal, North-East, Tamil Nadu & Karnataka in the first phase. Our products will be available through retail dealers, LFRs, and Online portals. With omni-channel presence being accepted well in India, we hope to be available for sale in every nook & corner of India soon.
What products do you want to manufacture in India under Make In India?
We are excited to be making it in India for the world. To start with LED TVs, the manufacturing will be expanded to products like Washing Machines, Cooling Range (Ref, ACs & Coolers), and Audio products. We are hoping to get a great response from the consumers and our goal is to be giving back to society by creating jobs in these tough times and put India on the global map terms of an innovative indigenous manufacturing hub.