Robotek, incepted in 2003, has been one of the fastest growing mobile accessory brands and one of the pioneers of Make in India initiative. During an interaction with Mobility Magazine, Mr. Sahil Aggarwal, Director, Robotek, explains the operational strategies and key performance indicators that help attain manufacturing excellence.
Based out of Delhi, Robotek has adopted a robust business strategy considering many factors, including the right market structure, competition, entry and exit barriers, market segmentation, market trends, organizational culture, product service portfolio, branding differentiation, effective distribution channels, and strategic partnerships. The brand strives to provide its users smart, connected, and convenient lifestyle products, driven by a robust ecosystem.
Robotek has steadily expanded its footprint, successfully connecting with a wide range of customers through innovative products adapted to diverse consumer needs and budgets. The Indian market for wireless speakers is highly fragmented, owing to the continuously changing consumer demands, pushing wireless speaker vendors to innovate to attract more consumers.
The goal is to make wearable technology safe, enriching, and enjoyable in everyday life hence has recently forayed into an exclusive collection of smartwatches. The brand had started as an audio company and now has forayed into the wearables segment. After making a mark in the budget audio segment, the brand has launched few exclusive smartwatches on the market. The smartwatches come with an affordable price tag but loads of health features and activity trackers.
Mr. Sahil Aggarwal shares, “Smart home appliances, smart locks, security cameras, thermostats, smart lights, and smart TVs are all being adopted more and more by consumers nowadays. Today, in India, there is a great demand for portable speakers, owing to increased penetration of smartphones and other mobile devices, along with the availability of online music and video streaming on digital platforms. Wireless speakers allow consumers to connect to various platforms through smartphones and other Bluetooth and Wi-Fi enabled devices such as tablets, smart TVs, etc. Voice control, high-quality audio, and longer battery life are all features of chipsets with AI integration that are used in smart speakers. Robotek has formulated a brand strategy that clearly outlines its unique characteristics, values and attributes. We have carefully positioned ourselves as one of the prime brands in the audio segment launching multiple products, creating an expansive ecosystem.”
As a part of Robotek’s strategy, the brand will continue to run channel programmes and schemes to motivate the partners and promote the brand. Robotek’s business-building efforts for partners include pre-qualified leads, growth incentives, discounts on stock RFID label offerings, go-to-market support, marketing funding, channel account management and planning support, as well as a customizable logo recognizing their expertise in the industry. Every festive season, the brand adds a lot of new products along with attractive gifts for partners. The brand has come up with an array of items that are perfect for the festive parties, and all the products are Made in India and made as per our customer requirements. The competition in this market has intensified over the years, with companies launching a multitude of products to attract consumers. This is our contribution towards making this year-end festive season more fulfilling for our customers. In the past few years, the growing smartphone access, the rising popularity of social media and the Internet, have resulted in an increase in demand for the advanced mobile phone accessories. India has the potential to become a leading manufacturer and exporter of mobile phones and accessories in the world.
While speaking about their new offers and future plans, Mr. Sahil Aggarwal concludes, “There is a lot of scope and opportunity in Make in India and we are quite hopeful that India will soon be the next manufacturing hub for mobile phones and accessories. We are launching some more innovative smartwatches this fiscal.”