UltraProlink is a technology brand, which helps consumers ‘Do more’ with their gadgets through its range of high-quality range of accessories, which are genuine, durable, and designed for today’s mobile and laptops. In an interaction with Mobility Magazine, Mr. Pankaj Mirchandani, Founder & CEO, UltraProlink, shares about their brand principle, mission and vision.
Can you elaborate on the principle your tagline ‘Do More with Your Gadgets’ conveys?
Our Philosophy of helping the consumer ‘Do More’ with their gadgets is the underlying principle each of our product must fulfil before it joins our portfolio. Each product which is considered for addition must fulfil the criteria of (a) what pain points of the user does it address and how will it make their gadget experience better, (b) How easy is it to use, (c) How easy is it to service. If a product meets these 3 checks, then the consumer will embrace it. For example, our latest release is a 95W Compact yet High Power Travel Charger with 3 ports, bundled with a 100W – 2m Cable. The charger supports all the popular fast charging protocols. Imagine a scenario where a user is able to enjoy fast charging on their Mac books, iPads & iPhones, all at the same time from the same charger. We have eliminated the need for multiple chargers thereby helping the customer to ‘Do More.’
Which are your core focus areas?
Our core focus categories are ‘Power & Connectivity’ and we aim to have a product in our range at various price points for all types of device users, right from the feature phones all the way up to flagship models. We follow the ‘one inch wide – one mile deep’ fundamental whereby within these two categories, we attempt to offer all specifications & price points that a user may need. Another category we also fondly sustain is the ‘Enhancements’ category in which we offer products which enhance device use – Mounts, Holders, Cleaners, Surge Protectors.
How do you position your brand and products among others in the market?
UltraProlink aims to hit the sweet-spot in terms of offering the latest in tech at affordable prices all backed by a brand warranty & an assurance of ‘Works as promised’. Our products offer guarantee in device compatibility & all backed by the assured brand warranty. All our products are safety certified & match up to International quality standards. Our customers perceive us as an Affordable Tech brand offering the latest features at great prices. On the premium side, our products are found at major Apple chains in India as the brand is part of the MFI program. Our daily essentials’ price range would be seen at large chains & independent gadget stores. For our channel partners, we ensure we are just not another brand in their portfolio. We add value by training their teams for higher productivity, help with customer acquisition and overall better ROI for their business. Recently, we have also started offering channel finance to our distributors.
What changing trends do you see in the market and how do you attune to them?
By surpassing 2.5 million customers, we see a strong trend in customer awareness to new tech and hence they are open to early adoption. As a brand, it’s our responsibility to educate them along their buying journey. We do this via our blogs & social media channels. Mobile Accessories like cables & chargers are now deemed ‘Daily Essentials’ and customers buy them at an impulse. At the time of purchase, there is definite need for Instant gratification so we have to ensure deep online – offline distribution for our brand. To avoid any channel conflict we have to ensure a very high Online-Offline Price hygiene with all our partners. Thanks to social media, customers are likely to reach out to us from literally anywhere and expect an Instant response. To encourage the brand affinity & repeat purchase, we offer an extended warranty of 3 months to customers when they register their purchase with us.
Brief us about your distribution policy?
UltraProlink has deep roots in offline retail hence our distribution fundamentals are very strong. Within each product category, we have good-better-best offerings which are distributed on the basis of price points thereby catering to different classes & masses. The brand has reached more than 5000 retail stores including Apple Premium Resellers, Top gadget stores in major cities, Large Chains like Croma & Reliance, and Travel Retail like Relay & WHSmith. We have Ecommerce majors like Amazon, Flipkart, CRED & Nykaa who actively promote UltraProlink on their platforms.
What are your plans for the coming year?
We have been growing organically at a healthy rate of 30% YOY for the past 3 years and we plan to maintain this momentum. We are looking for strategic alliances that can blend well with our philosophy as a brand. On the sourcing front, we have moved a lot of our contract manufacturing to India for the staple range. We are proud that we have reduced our dependency on imports although the latest in tech still comes from across the border. For the next financial year, our drive will be towards higher online visibility, initiatives with the influencer communities and participation in the offline events. We see the sales contribution from ecommerce increasing year on year and yet there are so many towns we are yet to reach within India. So I always tell my team ‘Thakna Mana Hai’ meaning ‘Getting Tired is not an Option.’