U&i has carved a niche in the consumer electronics space by offering high-quality, affordable products that blend functionality with style. In an exclusive interaction with Mobility Magazine, Mr. Paresh Vij (Founder & Director) and Mr. Kavya Vij (Chief Product Manager), of U&i reflect on the brand’s journey, core values, and customer-centric approach and share insights into brand’s dynamic growth, product innovation, and policies for sustaining brand image amidst intense competition.
Inception
Launched in 2019, U&i entered the Indian market at a time when the tech accessories segment was ripe for disruption. Founders Paresh Vij and his core leadership team had a clear vision: to create a technology lifestyle brand that doesn’t just follow trends, but defines them. With an agile supply chain spanning both domestic and international hubs, the brand scaled rapidly.
Market Positioning
U&i’s market positioning can be best described as “affordable luxury with a tech twist.” Targeted at urban and semi-urban youth, the brand offers products that balance premium features with cost-effective pricing. This dual approach allows them to straddle a wide market demographic — appealing to aspirational customers without alienating budget-conscious buyers.
U&i stands out in the consumer electronics market by offering a wide range of affordable, high-quality products at the best prices. From stylish audio devices and smart wearables to essential mobile accessories, U&i blends innovation, durability, and design without compromising on cost. The brand is committed to making the latest technology accessible to everyone, especially the youth, by delivering value-driven solutions that cater to modern lifestyles. With a customer-first approach, U&i continues to expand its product portfolio, ensuring that cutting-edge features and premium performance remain within reach for all, reinforcing its position as a trusted name in affordable tech.
Leadership Team
Mr. Paresh Vij, Founder and Director of U&i, exemplifies visionary leadership in the consumer electronics industry. His strategic foresight and adaptability have been pivotal in establishing U&i as a prominent brand. By keenly identifying market gaps, Paresh introduced innovative products that blend functionality with style, catering to the evolving needs of tech-savvy consumers. He emphasizes a customer-centric approach, ensuring that U&i’s offerings resonate with its target audience. Furthermore, Paresh’s commitment to quality and affordability has positioned U&i as a trusted name in the market.
USP
U&i stand out is its ability to launch products rapidly in response to market needs. Their product cycle is shorter than many established players, enabling them to stay ahead in the innovation curve. Aesthetics, another strong suit, are kept contemporary, with an emphasis on colours, form factor, and user ergonomics.
U&i is dedicated to delivering products that truly resonate with consumer needs by offering customized solutions tailored to modern lifestyles. The brand actively studies market trends and listens to customer feedback to design and develop products that align with evolving preferences. Whether it’s audio devices, smart wearables, or mobile accessories, U&i focuses on user-centric innovation —ensuring optimal functionality, style, and performance. This commitment to personalization allows the brand to stand out in a competitive market, delivering not just products, but experiences that meet specific demands. U&i’s approach reinforces its promise of technology that adapts to you, not the other way around.
Ethos – 4Ps
U&i’s success in the competitive consumer electronics market is deeply rooted in its strategic focus on the 4Ps–Product, Price, Place, and Promotion. Each element plays a crucial role in shaping the brand’s identity and driving its continued growth. U&i is committed to delivering innovative, high-quality gadgets and accessories, including Bluetooth earphones, smartwatches, chargers, speakers, and more. Each product is carefully designed to meet the evolving needs of tech-savvy consumers, blending cutting-edge features with user-friendly design and attractive aesthetics.
Affordability remains at the core of U&i’s philosophy. The brand ensures its offerings deliver exceptional value without compromising on quality. By balancing competitive pricing with premium features, U&i appeals to a broad demographic — from college students to working professionals.
U&i adopts an omnichannel distribution strategy. With a strong offline presence across Tier I, II, and III cities, along with a growing footprint on leading e-commerce platforms, the brand ensures its products are accessible to consumers nationwide.
Leveraging a mix of celebrity endorsements, influencer collaborations, and digital marketing, U&i has built strong brand recognition. Promotional strategies focus on connecting emotionally with the youth, highlighting themes like connectivity, lifestyle, and empowerment.
Brand Ambassadors
To connect with its core audience — youth from Tier I and Tier II cities — U&i turned to celebrities who personify confidence, versatility, and aspiration. In recent years, U&i has associated with several Bollywood stars and digital influencers to carry forward its brand message.
One of the most visible faces has been John Abraham, who brings with him a blend of masculinity, charisma, and mass appeal. His image as a fitness icon and actor with broad audience appeal aligned well with U&i’s rugged yet refined product portfolio.
The brand has also explored partnerships with rising social media stars and regional influencers, ensuring localized outreach in different markets. This hybrid model of macro and micro influencers has boosted brand visibility and created a strong recall value among a younger demographic. Each campaign involving these ambassadors has focused on slogans that resonate with aspirational youth who value performance, design, and value-for-money.
Channel Partners
The company’s focus on partner profitability, prompt support, and training programs has earned it the loyalty of thousands of vendors. U&i also regularly conducts channel partner meets, incentive programs, and product training sessions to keep the ecosystem engaged. With digital commerce booming post-pandemic, this dual presence has ensured steady growth and increased visibility.
Global Footprint
U&i is rapidly expanding its global footprint, establishing itself as a rising player in the international consumer electronics market. Building on its success in India, the brand has ventured into key global regions, including South Asia, the Middle East, and parts of Africa, Dubai to name a few. By offering high-quality, affordable products that cater to a broad range of consumers, U&i has found strong demand in emerging markets that mirror India’s tech-savvy, price-conscious customer base. The brand has introduced localized product lines and marketing strategies tailored to regional preferences, ensuring greater market relevance. In addition, U&i’s participation in international trade expos and electronics fairs has enhanced its visibility and credibility on the world stage.
Road Ahead
The brand’s innovation roadmap includes AI-integrated smartwatches, advanced gaming peripherals, wearable tech with health monitoring features, solar-powered accessories, and eco-friendly packaging solutions. To support this vision, U&i is establishing a dedicated product innovation lab aimed at driving next-gen technology and design excellence.
Mr. Paresh Vij says, “With an ambitious roadmap ahead, U&i aims to become a recognized global lifestyle tech brand, making cutting-edge technology accessible worldwide. We have been able to create benchmark in the mobile landscape of the country by innovation, affordability and following the strategy of 4Ps. We are very few brands in India having an outreach in 16 countries and it’s really commendable that within a short span of time we have been able to do this.”
Mr. Kavya Vij says, “Paresh Vij’s leadership continues to drive the brand’s growth and success. The brand’s commitment to design innovation, reliable performance, and customer satisfaction continues to win over audiences globally. With a strong retail network, evolving product line, and a vision for global expansion, U&i is poised to redefine lifestyle technology for the youth and beyond.”
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Covered By: Mobility India / U&i
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