A mobile charger is a portable charger that allows users to restore power to their electronic devices. However, there are chargers that can also recharge a device such as a media player, digital camera, or personal digital assistant.
Mobile chargers allow consumers to charge and use their devices anywhere they go, as long as a power source is available. For this reason, those who wish to purchase a mobile charger should first verify its compatibility with the device.
Mobility Magazine, in this article illustrated the charger market with insights on the international and national markets. The article also entails the inputs from various industry leaders and done an in-depth study on the industry trends and the factors that have attributed to the growth of the chargers in India and internationally, the opportunities, brand positioning and the future roadmap.
INDUSTRY VIEW
Global Mobile Phone Charger
The global mobile phone charger market size was valued at USD 16.2 billion in 2020 and is expected to reach USD 27.3 billion by 2028, growing at a CAGR of 6.8% during the forecast period (2021-2028). The global mobile phone charger market has witnessed significant growth in recent years due to the widespread adoption of mobile phones and the increasing need for portable charging solutions.
Portable Charger
The global portable charger market size was valued at $6.8 billion in 2021, and projected to reach $17.3 billion by 2031, with a CAGR of 9.8% from 2022 to 2031. Portable charger is a kind of portable battery, which is equipped with circuit to store energy from the input source and venting it out as and when required. These gadgets have currently gained immense popularity across the world, owing to upsurge in adoption of digital products. Moreover, their distinct characteristics, which include durability, portability, multiple sockets, fast charging, and low range cost fuel their need among tech-savvy consumers. In case of a prolonged power outage or an unstable electricity supply, portable chargers serve as an ideal option, preventing the device from turning off. Mobile phones, digital cameras, tablets, and laptops are some of the gadgets that can be powered by solar power banks.
Asia-Pacific, made up of many developing and under-developed countries, is also the most populated region across the globe. It is home to a significant number of megacities and with the ever-increasing population. It is expected to have largest urban population by 2050. The increase in awareness among the people regarding health care, the usage, and advantages of portable medical equipment during the pandemic outbreak have created positive impact on the growth of the market. The above-mentioned initiatives are major factor driving the growth of the market in this region during the forecast period.
India’s USB Charger
Some of the major factors driving the growth of the USB charger market in India include the growing individual acceptance of electronic devices and increasing power consumption of electronic gadgets due to heavy usage of internet services in the region. In addition, the demand for USB chargers due to their reliability, portability, fast charging nature, low cost, multiple ports, and other benefits is expected to propel the India USB charger industry. Furthermore, there has been an increase in consumer demand for improved mobile functionality, which necessitates longer battery life to sustain the applications and features of the device. This is expected to act as a catalyst in the growth of the USB charger business in India.
The India USB charger market stood at a value of around USD 1.93 billion in 2022. The market is expected to grow at a CAGR of 8.6% in the forecast period of 2023-2028 and projected to attain a value of USD 3.23 billion by 2028
Some of the major factors driving the growth of the USB charger market in India include the growing individual acceptance of electronic devices and increasing power consumption of electronic gadgets due to heavy usage of internet services in the region. In addition, the demand for USB chargers due to their reliability, portability, fast charging nature, low cost, multiple ports, and other benefits is expected to propel the India USB charger industry. Furthermore, there has been an increase in consumer demand for improved mobile functionality, which necessitates longer battery life to sustain the applications and features of the device. This is expected to act as a catalyst in the growth of the USB charger business in India.
Mobile Phone Charger is powered by a stable power supply (mainly power supply, enough to provide a stable operating voltage and current) with the necessary constant current control circuit pressure limit, limit, etc., is to provide equipment for the energy storage device . In the areas of life are widely used in mobile phones, cameras, digital, and so common appliances.
Furthermore, consumer demand for enhanced mobile capability has increased, necessitating longer battery life to support the device’s applications and functions. This is projected to be a stimulus for the USB charger industry’s growth in India.
INDUSTRY EXPERTS
Mobility Magazine has done a dipstick and spoken to various industry veterans ehohve expressed different views and cited different methods in which the brand positioning is created in the competitive market.
Growth of Mobile Chargers
The expanding consumer electronics sector in India is driving the demand for USB chargers. The demand for USB chargers is predicted to boost the India USB charger industry due to their dependability, portability, fast charging nature, low cost, various ports, and other features.
Mr. Akhilesh Chopra Director of Bluei says, “The mobile charger market has experienced significant growth over the years, driven by the rapid expansion of the smartphone industry and the increasing need for portable charging solutions. As more people rely on their smartphones for various tasks, such as communication, entertainment, and work, the demand for mobile chargers has skyrocketed. Additionally, the proliferation of other portable electronic devices like tablets, smartwatches, and wireless earbuds has further fuelled the growth of the mobile charger market. With advancements in technology, the market has witnessed the introduction of various charger types, including wired and wireless chargers, to cater to different user preferences and device compatibility. “
“The global mobile phone charger market has grown significantly given multiple device ownership by consumers added by the fact that all brands have stopped bundling the charger in the box. Additional factors driving this growth include increasing demand for fast charging, technological advancements in this space. The market is further fuelled by the convenience of e-commerce platforms for charger purchases.,” says Mr. Pankaj Mirchandani, UltraProlink
“In recent years, the mobile charger market has experienced remarkable growth, largely driven by the widespread adoption of smartphones and other portable electronic devices. As technology advances, these devices are becoming more feature-rich, leading to an increased demand for efficient and versatile charging solutions. The market has witnessed a surge in consumer expectations for faster charging times, enhanced safety features, and compatibility with various devices, “says Mr. RAHUL SHAH ,VP-Growth, CALLMATE.
“Adoption of smartphones, tablets, smartwatches, portable audio/video devices etc have increased multi-fold in the last decade wherein many consumers use multiple devices too. This has given a pathway for mobile chargers as an industry to flourish as the demands have risen constantly and its growth is the reflection of the ever-evolving ecosystem of mobile technology. Technological advancements has led this industry to attract more consumers by introducing chargers with fast-charging, wireless charging and lot more, “expresses his opinion, Mr. Rajesh Doshi, Zebronics.
Mr. Hemang Budhdeo, Founder and Director of Stuffcool, comments, “In 2018, USB C Power Delivery became a uniform fast charging medium that applied across device categories. With its immediate adoption by Apple, Google, Samsung and other popular laptop & other devices, there arose an opportunity to make chargers that can leverage the versatility of this USB C charging and have a common solution that can work across device categories. From smartphones to laptops, DSLR cameras to gaming consoles, all of these products are now equipped with USB C which allows for charging brands such as us, to develop a common solution. This has given a serious impetus to the charger market overall. GaN chargers, multi-port high powered chargers are now the norm and not a novelty. “
“The charger market is changing quite a bit over the last few years and is definitely about to receive a momentum, “comments Mr. Paresh Vij, Founder, U&i .
Emerging Trends
Talking about the trends, Mr. RAHUL SHAH , VP-Growth, CALLMATE says, “The emerging trend that has taken the mobile charger market by storm is fast charging technology. With time being of the essence in our fast-paced lives, consumers seek charging solutions that can refuel their devices quickly. Fast charging technology enables devices to recharge at astonishing speeds, providing convenience and efficiency like never before. Another revolutionary development is the advent of Gallium Nitride (GAN) chargers. GAN chargers offer higher power efficiency, reduced size and weight, and enhanced heat dissipation compared to traditional chargers using silicon-based technology. These chargers have the potential to redefine the charging experience, making them a sought-after choice among tech-savvy consumers.”
Mr Rajesh Doshi, Zebronics expresses his opinion, “Fast-chargers, GaN chargers (Gallium Nitride) etc have picked a steady pace in the last few years as it reduces charging times significantly as it appeals to the time-conscious consumer of the 21st century and is revolutionising the charger-industry. GaN chargers do have an edge to traditional chargers wherein they are more compact, can rapidly charge multiple devices at the same time and generate less heat with latest safety features. But overall, there are certain factors like cost, compatibility etc., that need to be streamlined so that the mass populace can be targeted. This may be one of the reasons that fast-chargers, GaN have gained momentum but has not accelerated as expected.”
“GAN chargers are much in use as they are fast chargers and help the people who travel a lot, “ says Mr. Mandeep Arora, Managing Director, UBON
“Fast charging has emerged as a prominent trend in the mobile charger market. As consumers seek quick and efficient charging solutions, smartphone manufacturers and charger brands have been investing in fast charging technologies. Fast chargers leverage higher power outputs to deliver rapid charging speeds, significantly reducing the time required to charge a device fully. This trend has been welcomed by consumers who value convenience and time efficiency. Additionally, Gallium Nitride (GAN) chargers have gained attention due to their compact size, high efficiency, and better heat management compared to traditional chargers. GAN chargers are becoming increasingly popular as they provide faster charging speeds while being smaller and lighter, making them highly portable, “says Mr. Akhilesh Chopra Director of Bluei.
“As mentioned above, the fact that a single charger can charge multiple categories of devices, consumers are opting for these universal charging solutions to simplify their lives. Fast charging is the norm now and no longer a trend. Consumers are realising what specs their device requires and are opting for the right kind of chargers to fast charge their devices. GaN chargers are now very popular because of the fact that a GaN charger could charge a consumers’ entire device ecosystem – phones, audio products, wearables and also laptops! Another popular category that is evolving at the moment is Wireless Charging. Consumers today don’t just carry a phone – they have a personal ecosystem of phone, audio buds/neckband and a wearable – this has provided an opportunity to make charging solutions that cater to charging this ecosystem of 3 personal devices, “ says Mr. Hemang Budhdeo, Founder and Director of Stuffcool.
Mr Pankaj Mirchandani, UltraProlink comments, “GaN chargers have gained prominence due to their superior functionality and efficiency compared to ordinary chargers. The cost-benefit advantages of GaN technology make it a worthwhile investment, offering users faster charging speeds, improved efficiency, and enhanced overall performance. With GaN chargers, the future of mobile charging is set to be faster, more efficient, and highly reliable.”
Impact of Government Regulations
a)Roll Out of Uniform Charging Port
Smartphone companies and industry organisations have agreed to a phased rollout of a uniform charging port for all electronic devices, the Consumer Affairs Ministry. Electronics industry stakeholders in India have agreed to a phased roll-out of USB-C type uniform charging ports for devices including smartphones and laptops, the Indian government. Adoption of the USB-C connectors, used by many Android based devices, is expected to hurt Apple Inc (AAPL.O) whose iPhones are charged using a Lightning cable currently.
Mr Pankaj Mirchandani, UltraProlink expresses his opinion, “ The agreement among electronics industry stakeholders in India to adopt a phased roll-out of USB-C type uniform charging ports for smartphones, laptops, and other devices is a commendable step forward. The move towards a standardized charging port is highly beneficial for consumers as it eliminates the need for multiple chargers, offering convenience and simplicity. The ability to use a single charger for various devices, irrespective of brand or model, enhances user experience and reduces clutter. Furthermore, this initiative contributes to a more sustainable future by reducing electronic waste generated from incompatible chargers. Overall, the adoption of uniform charging ports reflects the industry’s commitment to improving user convenience, streamlining charging solutions, and promoting environmental sustainability.”
“ The usage of a Uniform Charging Device (UCD), will definitely simplify charging needs of the users. Not only it’s a convenience for users with multiple gadgets, but also creates a positive impact on environment due to reduced e-waste generation. Overall it’s a bold move for the betterment, aligns with ecological goals that would depend entirely on manufacturers’ adaptation in a broader spectrum “ says Mr Rajesh Doshi, Zebronics.
“The consensus reached by smartphone companies and industry organizations for a phased rollout of a uniform charging port is a monumental decision. The move aims to eliminate the need for multiple chargers for different devices and promotes sustainability by reducing electronic waste. A uniform charging port standard is expected to enhance user convenience, promote interoperability between devices, and foster a more environmentally-friendly approach. As a brand, CALLMATE welcomes this decision and actively supports the industry’s shift towards a common charging port. We believe it aligns with our vision of providing innovative and eco-friendly charging solutions to our customers, “ says Mr Rahul, CallMate.
Mr. Hemang Budhdeo, Founder and Director of Stuffcool seems very impressive about the regulations and goes to says,” As mentioned above, this would be a huge boon for consumers. Already with Power Delivery, consumers’ lives have become convenient – carrying 1 charger to charge every device they own. But this is limited to the PD compatible universe – if there is a uniform charging spec across brands, types of devices, that could really benefit the consumer and would require them to carry fewer chargers to charge multiple devices. “
Adding similar views Mr Akhilesh Chopra, Bluei says, “The agreement among electronics industry stakeholders in India to adopt a phased roll-out of USB-C type uniform charging ports for smartphones, laptops, and other devices is a commendable step forward. The move towards a standardized charging port is highly beneficial for consumers as it eliminates the need for multiple chargers, offering convenience and simplicity. The ability to use a single charger for various devices, irrespective of brand or model, enhances user experience and reduces clutter. Furthermore, this initiative contributes to a more sustainable future by reducing electronic waste generated from incompatible chargers. Overall, the adoption of uniform charging ports reflects the industry’s commitment to improving user convenience, streamlining charging solutions, and promoting environmental sustainability.”
b)Adoption of Common Charger
The government is exploring the adoption of a common charger for a variety of devices, including smartphones and tablets. The adoption of a common charger in the country may happen in a bid to address issues related to e-waste and provide relief to consumers.
Mr Akhilesh Chopra, Bluei says, “The government’s goal of adopting a common charger for mobile phones and other portable electronic devices carries several implications for the industry. Firstly, it would promote interoperability among devices, allowing consumers to use a single charger for multiple devices, reducing clutter and inconvenience. Secondly, it would standardize the charging infrastructure, making it easier for consumers to find compatible chargers, especially in public spaces like airports, hotels, and cafes. Moreover, the adoption of a common charger would likely reduce e-waste as consumers would no longer need to discard their chargers when switching to a new device. However, the implementation of this goal may face resistance from companies that have invested heavily in proprietary charging technologies, as they might need to modify their devices or adapters to comply with the common charger standard. Overall, the move toward a common charger is a positive step for consumers and the environment, but it may require collaboration and cooperation among industry stakeholders to ensure a smooth transition.”
“A brilliant step for the consumers to make their lives easier. A common charging solution would mean a common charger across devices and categories – in turn giving a boost to the entire charger industry., “ says Mr. Hemang Budhdeo, Founder and Director of Stuffcool
Mr Pankaj Mirchandani, UltraProlink elucidates, “The government aims to end the redundancy of multiple chargers in households and plans to explore a common charger solution. Currently, consumers are burdened with buying separate chargers for new devices due to port incompatibility. The adoption of a common charger would bring standardization, cost savings, and enhanced convenience for consumers. This initiative aims to simplify the charging process and reduce electronic waste, benefiting both consumers and the environment.”
“Environmental sustainability is one of the foremost implications for which the advisory towards having a common charger for mobiles and portable electronics have been issued. This would be a resultant of reduction in e-waste as users will not have to discard chargers while changing devices. Manufacturers would initially have to adjust their production procedure & will attract a cost to accommodate new paradigms but in the long run, will streamline and reduce these expenses. It is going to be a convenience overall that will promote interoperability among brands/devices but will also boost up competition as well, “ adds Mr Rajesh Doshi, Zebronics.
“The industry’s or market’s goal of adopting a common charger for mobile phones and other portable electronic devices has far-reaching implications for the industry. On one hand, it may lead to a reduction in manufacturing costs as companies can focus on a single charging port design. This could translate into cost savings for manufacturers and, in turn, for consumers. However, the transition may require some initial adjustments for manufacturers, as they will need to redesign their products to accommodate the new charging standard. Additionally, companies with proprietary charging technologies may need to adapt and collaborate with the new standard, fostering healthy competition and innovation, “ says Mr Rahul, CallMate.
Positioning of Brand
Mr Rajesh Doshi, Zebronics explains about his brand positioning , “For the past 26 years, Zebronics has established itself as a prominent player in the realm of IT Peripherals and Sound Systems. However, in recent years, the company has demonstrated its ability to adapt and keep up with the ever-evolving field of electronics and gadgets, aiming to deliver an enriched experience to its customers. Zebronics has expanded its offerings in the charging domain, presenting a diverse range of products such as charging pads, stands, and even Magnetic-interface based wireless charging solutions. Looking ahead, Zebronics has ambitious plans to invest further in this spectrum, intending to introduce an even wider variety of products. These upcoming offerings will include products with multi-device support and higher power outputs, addressing the growing demands of consumers seeking efficient and versatile charging solutions. Zebronics is committed to staying at the forefront of innovation in the charging industry, ensuring that customers have access to cutting-edge technologies and a seamless charging experience.”
“U&i is India’s most progressive Gadget Accessory and Consumer Electronics brand. One can choose from a range of the latest products and own exclusive flagship U&i gadgets. Our offerings are a perfect blend of innovative technologies, unique designs, and compelling prices. We are committed to bringing you high-quality products that boast reliable components with sleek exteriors, “says Mr. Paresh Vij, Founder, U&i .
“As a brand, CALLMATE takes pride in being at the forefront of charging technology innovation. Our commitment to delivering fast charging solutions, GAN chargers, and supporting the adoption of a common charging port sets us apart from the competition. We envision ourselves as a sustainable, customer-centric brand, providing reliable and cutting-edge charging products that seamlessly integrate into consumers’ lives, says Mr Rahul, CallMate.
Mr. Mandeep Arora, Managing Director, UBON says, “UBON is a renowned brand in the Indian mobile accessory market, committed to delivering innovative and high-quality products. With a wide range of mobile accessories, including speakers, headphones, chargers, cables, and more, UBON aims to enhance the experience of its customers. “
“As the director of Bluei, a leading brand of mobile accessories, our brand’s positioning would revolve around delivering high-quality and innovative charging solutions that cater to the evolving needs of consumers. We would emphasize our commitment to providing fast and efficient charging options, incorporating the latest technologies such as fast charging and GAN chargers into our product lineup. Bluei would position itself as a reliable and trusted brand, offering a wide range of charging solutions designed to enhance the user experience, while also prioritizing sustainability and environmental consciousness. By focusing on product quality, innovation, and customer satisfaction, Bluei would aim to establish itself as a go-to brand for mobile chargers and other mobile accessories, “ says Mr. Akhilesh Chopra Director of Bluei.
Mr. Hemang Budhdeo, Founder and Director of Stuffcool says, “Our vision is very simple: Stuffcool uses top of the line charging technology to ensure our consumers stay connected to their digital lives. We want to develop charging solutions that not only help our consumers stay charged but also enrich their experience while using their device. “
Mr Pankaj Mirchandani, UltraProlink, “With the continuous advancement of technology, UltraProlink is at the forefront of providing innovative solutions to cater to modern consumers’ ever-growing needs. Expect to see more from UltraProlink, including high powered compact chargers & multi-device wireless charging pads. Our commitment to staying ahead in the market ensures that users will enjoy the convenience of cutting-edge charging solutions for their multiple devices. As technology evolves, UltraProlink remains dedicated to simplifying your charging experience and enhancing your daily life with top-notch innovations.”
Scope of Manufacturing
Mr Pankaj Mirchandani, UltraProlink says, “Indian manufacturers are rapidly matching quality standards with those of their Chinese counterparts. Even though most of the innovation is happening across the border, our manufacturing fraternity is quick to adapt. Though many are still struggling with their capacities & delivery timelines, we see this changing favourably & quickly as demand increases at home.”
“In the manufacturing industry, there are several opportunities that Bluei can explore. One opportunity lies in expanding the production capabilities to meet the growing demand for mobile chargers and other accessories. With the increasing adoption of smartphones and portable electronic devices globally, there is a need for reliable and high-quality charging solutions. Bluei can invest in advanced manufacturing technologies and processes to scale up production while ensuring product quality and efficiency. Furthermore, Bluei can capitalize on the trend of customization in the mobile accessories market. By offering personalized and customized charging solutions, such as chargers with unique designs, colors, or branding options, Bluei can cater to individual preferences and target specific customer segments. This approach would differentiate the brand from competitors and create a sense of exclusivity among customers, “ says Mr. Akhilesh Chopra Director of Bluei.
“Manufacturing in India has a huge opportunity in the long run. India has gained a lot of momentum in manufacturing, and this is likely to improve in the long run. 100% of Stuff cool’s wall chargers and power banks are Made in India. From a 120-watt desktop charging station to a range of Magsafe power bank, Stuff cool is designing and making all these innovations right here In India, “says Mr. Hemang Budhdeo, Founder and Director of Stuffcool.
Mr Rahul, CallMate says, “For CALLMATE, the opportunity lies in embracing the evolving trends and technologies in the charging industry. By investing in research and development, we aim to create next generation charging solutions that cater to the needs of modern consumers. With an increased focus on eco-friendly practices, we strive to manufacture products with reduced environmental impact, thereby contributing to a greener future.
“ India’s electronics segment is set to witness a significant boost from local manufacturing due to various factors. Currently, a considerable number of products in this sector are already being produced within the country’s borders. The Indian government’s proactive approach in promoting indigenous manufacturing through initiatives like “Make in India” & “Atma Nirbhar Bharat” has been instrumental in this trend. Notably, this surge in manufacturing interest extends beyond domestic brands, as multinational companies are also exploring opportunities in India. The presence of favourable policies and a thriving ecosystem further solidifies India’s potential to emerge as a prominent player in the electronics manufacturing landscape, says Mr Rajesh Doshi, Zebronics
Latest Innovations
Mr. Akhilesh Chopra Director of Bluei says, “In terms of innovations, the mobile charger market is likely to see the emergence of foldable chargers and other compact designs. Foldable chargers offer enhanced portability by reducing their size when not in use, making them convenient for travel and on-the-go charging. This innovation addresses the demand for more compact charging solutions without compromising on performance. Additionally, there could be advancements in wireless charging technologies, such as longer-range wireless charging or faster wireless charging speeds. These innovations would further enhance the user experience by providing greater flexibility and convenience in charging electronic devices. Bluei, as a leading brand, should actively monitor and invest in research and development to stay at the forefront of such innovations. By embracing new technologies and incorporating them into their product portfolio, Bluei can position itself as an innovative brand that consistently offers cutting-edge charging solutions to meet the evolving needs of consumers.”
Mr Rajesh Doshi, Zebronics talks about latest innovations, “ We have embraced the latest trends in electronics and gadgets to offer and improved experience to our customers. In the charging spectrum, Zebronics offers a variety of products: chargers (Type-A, Type-C), GaN chargers (upto 100W), charging pads as well as magnetic-interface based wireless chargers. Many of these chargers are Made in India. Moreover, the company has ambitious plans to introduce more products in this category catering to the varied needs of our tech-savvy consumers. “
“We are early adopters of new technology as & when it is launched. In the near future you will see from us – smaller chargers with higher power capacities, universal chargers which support multi protocols, chargers with multiple sockets which can be used worldwide, more efficient & stylish wireless chargers & compact yet powerful power banks. With Type-C quickly becoming the industry standard & Apple adapting to it as well, look forward to some action in this space for sure, “says Mr Pankaj Mirchandani, UltraProlink.
“Looking into the future, the charging industry is poised to witness ground-breaking innovations. Foldable chargers are one such prospect that is likely to make waves. Designed to be compact and portable, these chargers can fold into various shapes, making them convenient for travel and everyday use. Additionally, we anticipate developments in wireless charging technology, providing users with even greater flexibility and ease of use. As CALLMATE continues to pave the way in charging solutions, we are excited about the potential of foldable chargers and other futuristic technologies that will redefine the way we power our electronic devices. In conclusion, the growth of the mobile charger market has been extraordinary, driven by fast charging, GAN chargers, and the adoption of a common charging port standard. CALLMATE, as a brand, embraces these trends, positioning itself as an innovative and eco-conscious provider of cutting-edge charging solutions. With an eye on the future, CALLMATE remains committed to contributing to a sustainable and connected world through revolutionary charging products“ talks about future innovations , Mr Rahul , CallMate.
Talking about latest innovations, Mr. Mandeep Arora, Managing Director, UBON says, “Yes definitely UBON will designedto meet the highest standards of quality and functionality, ensuring customer satisfaction.”
Elucidating about latest innovations Mr. Paresh Vij, Founder, U&i says, “U&i has ever since been the first movers in this industry and we will come up with latest innovations at the most affordable prices. Recently we have introduced 35W Fast Charger and the U&i BYAIR SERIES 10000mAh 4-in-1 Power Bank, which are doing quite well. “
Mr. Hemang Budhdeo, Founder and Director of Stuffcool says, “We have such a foldable 3 in 1 wireless charging station that is perfect to charge all these 3 devices and because of its foldable design, its easy to carry and commute with! We are also redesigning the Power Strip. We want the power strip to be in sync with today’s technology and hence have reimagined a simple power strip, but with a Stuffcool twist!
Our Perspective
We feel that the brands are striving to get the most innovative chargers at the most affordable costs. Moreover, the consumer demand for enhanced mobile capability has increased, necessitating longer battery life to support the device’s applications and functions.
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