Endefo, based in Dubai, is an electronics brand that offers various consumer electronic products, including headphones, speakers, and wearables. It has a global presence but it is now concentrating on growing its presence in the Indian market. It began its Indian journey with a one-year trial run in Kerala in 2019 and expanded to more than ten Indian states. Additionally, Endefo serves customers in 24 countries worldwide. The brand intends to invest Rs 200 crore by 2024 to capture a 10 percent market share in India’s growing wearables segment.
Endefo recently announced a couple of new products, including Enbuds 12, Enbuds 14, Enbuds 20, Enbuds 21, and Enbuds Aura, with a starting price of Rs 899. These products are available through a network of over 2,000 retail stores in India.
In this interview, Aneef Tas shares insights into Endefo’s journey, its commitment to the “Make in India” initiative, and the strategic vision driving the brand’s growth in the Indian market.
1. How does Endefo plan to distinguish itself from the multitude of brands like Boat, Noise, and Fire-Bolt operating in the wearable technology segment in India?
Aneef Tas: Having two decades of experience in the global market is a considerable advantage. Our expertise in the industry can be a key asset for understanding customer needs and market trends. It’s commendable that Endefo is not merely following the industry leaders but working on building its own brand identity. Differentiation and unique offerings can set us apart in the crowded market. Focusing on offline channels to build trust with resellers and distributors is a wise strategy. In India, trust is a crucial factor in business relationships. This approach can help in establishing long-term partnerships. Having 500+ service centers across India is a significant advantage. Quick and efficient after-sales support can boost customer satisfaction and trust in the brand.
The importance of a dedicated and experienced team cannot be overstated. Their hard work and commitment will be pivotal in achieving our goals in the offline channel. Keep in mind that the Indian market is diverse, with varying preferences in different regions. Adapting our products and strategies to suit local needs can be a key factor in the success. Effective marketing and branding campaigns are also essential for increasing brand visibility and awareness in the Indian market. Consider leveraging digital marketing and social media platforms to reach a wider audience.
In the gadget and wearable segment, product quality is critical. We always ensure that our products meet the expectations of the Indian consumer in terms of performance, durability, and value for money. While not following the industry leaders is a bold move, it’s essential to keep a close eye on your competition and be aware of market trends. This will help us make informed decisions and stay competitive. Continuously gather and act upon customer feedback to improve our products and services. This customer-centric approach can help us evolve and meet the changing demands of the market.
2. Could you provide insights into Endefo’s different product categories in India? What new products can we expect this year?
Aneef Tas: Currently, we cater to the entire segment, starting from micro-cables to soundbars.
- Cables, Adaptors, and Power Bank
- Earphone, Neckband, and TWS
- Smartwatches
- Portable Speakers, Party Speakers, and Soundbar
We are trying our best to cover the entire segment; by the end of 2023, we will have 100+ SKUs exclusively in India
3. In terms of pricing, what segments of the market is Endefo targeting with its products?
Aneef Tas: Prioritizing product quality over engaging in a price war is a prudent strategy. Indian consumers are increasingly value-conscious and are willing to pay for quality, especially when it comes to gadgets and wearables. Recognizing the need for affordable products is essential in the Indian market. However, affordability does not necessarily mean compromising on quality. Balancing the two is key to attracting and retaining customers. Our emphasis on continuous improvement and innovation by working closely with the R&D team is a positive approach. Adding additional features to our products can make them more appealing to consumers and justify a slightly higher price point.
4. What motivated Endefo to target the Indian weartech segment, and what are your expectations for market share in the next three years?
Aneef Tas: As previously mentioned, our commitment lies in becoming an integral part of the Indian tech industry. Over the last three years, we have continuously invested to establish a strong presence in India. Currently, we have a diverse range of products and robust partnerships with businesses in various states. Our primary objective now is to expand our reach nationwide. Within the next three years, we aim to rank among the top five most trusted brands in India, ensuring our products are readily available through all distribution channels.
5. What opportunities and factors in the Indian market are driving the demand for wearable gadgets and portable audio speakers?
Aneef Tas: The purchasing power of the younger demographic is on the rise year after year, and young consumers consistently opt for top-tier products featuring the latest technology. Our current primary focus is on the audio sector. By the end of this year, we are set to broaden our existing range of 10 product variations to include 25 options, catering to diverse age groups. The audio segment is experiencing steady growth and presents a substantial opportunity for us.
6. Can you discuss your commitment to the “Make in India” initiative and how all Endefo products will be proudly made in India?
Aneef Tas: Operating in more than 24 countries, we have consistently placed the advancement of each nation at the forefront of our priorities. Initially, our operations revolved around importing goods, but witnessing India’s significant strides in manufacturing, we altered our strategy to align with the ‘Make in India’ initiative. Today, we take great pride in declaring that we exclusively manufacture 100% of our products within India, contributing to the country’s economic growth as a vital cornerstone of this initiative.
7. Tell us something about the Rs 200 crore investment. What specific areas will the investment be allocated to within India?
Aneef Tas: Primarily focused on our product offerings, we have recently introduced five new True Wireless Stereo (TWS) devices priced under 1500 Rs, with the lowest starting at 899 Rs. In the near future, we plan to expand each product category to include a minimum of 10 or more options. To support this initiative, we are allocating 150 Crores towards product development, while the remaining funds will be directed towards various areas such as infrastructure, marketing, and team expansion. Additionally, we’ve initiated our North India operations in Delhi, and we’re in the process of setting up another office in Bangalore.
8. How crucial is research and development (R&D) in Endefo’s expansion strategy for India, especially in the context of your ‘Make in India’ initiative? Are there plans to reduce R&D and manufacturing operations outside India as you focus on local production and innovation?
Aneef Tas: In every company, this department assumes a critical role. We maintain a presence of several research and development professionals in China, Dubai, and India. We take great satisfaction in allocating resources to this domain as it significantly influences the long-term success of our brand. The R&D team directly reports to top management and consistently ensures the timely introduction of new technologies.
9. Are there plans to collaborate with Bollywood or sports celebrities for brand promotion?
Aneef Tas: Yes, we are in discussion very soon we will unveil it
10. Could you share your long-term vision for Endefo’s growth in India, along with the message you’d like to convey to Indian consumers?
Aneef Tas: We are actively cultivating trust across all consumer touchpoints in India. Indian customers are highly informed and connected, often well-versed in the latest technologies, and we aspire to be the pioneer in introducing these innovations to the Indian market. Our commitment to quality and post-sales service is unwavering, a principle we communicate to our business partners, and it has been a key factor in our rapid growth in India.
With a keen focus on ‘Make in India,’ dedicated research and development efforts, and exciting plans for collaborations with Bollywood and sports celebrities, Endefo is looking to make its mark in the Indian electronics market. We can expect a lot more products from the brand in the coming months.
