As global tech giants accelerate their entry and expansion into India, the question arises — are Indian brands equipped to not only compete but also thrive on their home turf? In this candid interview with IT Voice, Mr. Saket Gaurav, CMD of TeknoDome Group and Elista, shares how the brand is building long-term relevance, deepening its manufacturing roots, and future-proofing its offerings through innovation, sustainability, and a clear focus on India’s next growth frontier — Bharat.
IT Voice- With global brands expanding aggressively in India, how is Elista building long-term relevance and resilience in the domestic market?
Saket Gaurav – We’re not here to imitate global giants — we’re here to outmaneuver them with relevance. Elista was built during a time when India was hungry for feature-packed accessible technology products without compromises. Today, our products are Made in India, for the world. With over 20,000 offline outlets and 650+ distributors, we’re rooted deep in Indian soil. Our upcoming state-of-the-art plant in Andhra Pradesh — with a capacity of producing 1 million TVs annually — is a key step towards operational resilience and long-term dominance.
IT Voice- With rural demand showing early signs of revival, how is Elista tailoring its product strategy and pricing to serve Bharat’s next wave of consumers?
Saket Gaurav- Bharat isn’t a second-tier market — it’s the next big frontier. We understand that rural consumers are also equally digital savvy and demand products with the latest technology, reliability, value, and strong after-sales support. Our semi-automatic washing machines and energy-efficient Smart TVs are tailored to these needs, and we’re strengthening last-mile delivery and service infrastructure across Tier-II, Tier-III cities, and beyond. With 95% of our sales coming from offline, we’ve built trust where it matters most — in real India.
IT Voice- In a high-inflation environment with cautious consumer spending, how is Elista striking the right balance between affordability and innovation?
Saket Gaurav- It’s simple: we prioritize functional innovation — not gimmicks. Whether it’s AI-enabled Google TVs or WebOS models with premium software and AI features, our goal is to deliver “superior technology at the most affordable prices.” We’re bootstrapped, so we’ve always run lean. That mindset keeps us efficient, price-agile, and focused on delivering value without cutting corners. Our growth — from ₹35 Cr to ₹300 Cr in just five years — reflects that.
IT Voice- As AI-powered appliances gain ground, how is Elista innovating in smart TVs, IoT-enabled devices, or voice-controlled home solutions?
Saket Gaurav- We were among the early movers in India to integrate ThinQ AI and Hello GoogleAI Assistant support into our smart TVs. With Google TV joining our lineup in 2023, we’re doubling down on intelligent interfaces that understand user behavior and offer the much needed personalization. One important caveat in the connected ecosystem is user privacy, which we take very seriously. At Elista, we innovate and integrate new technologies without compromising on the privacy of our consumers. Our IoT strategy is built around the very idea- creating seamless control across household appliances with user privacy at its core.
IT Voice- Many Indian brands continue to rely on imported components. How is Elista reducing China-dependence through its upcoming manufacturing facilities?
Saket Gaurav- We’re walking the talk on “Atmanirbhar Bharat.” Our 1.32 lakh sq. ft. facility in Kadapa, Andhra Pradesh will enable us to produce 1 million Smart TVs and LEDs annually in Phase 1. In Phase 2 and 3, we will start locally producing washing machines, dishwashers, and smart accessories. This will reduce import dependency, and give us a tighter control on quality, cost, and timelines.
IT Voice- With India’s focus on sustainability, how is Elista addressing repairability, product lifecycle management, and the circular economy?
Saket Gaurav- We’re committed to building products that last — and can be repaired, not replaced. Our design and engineering practices focus on modularity and serviceability. We’re also working on end-of-life programs and recycling partnerships as part of our upcoming sustainability charter. Our goal is to reduce electronic waste and extend product life spans — because being truly sustainable means being thoughtfully designed from day one.
IT Voice- Beyond hardware, is Elista exploring IT solutions or software integration that could power a more connected, intelligent device ecosystem?
Saket Gaurav- Absolutely. Our next leap is from hardware-led to experience-led. We’re working on an integrated Elista app that will act as a control hub — managing firmware, performance, diagnostics, and will enable support across smart TVs and appliances. With the future – moving towards hyper-personalized homes, software is not an add-on — it’s the spine of our next-gen consumer experience.
IT Voice- As Elista looks ahead, what does the next phase of growth entail — is the focus on entering new product categories, expanding globally, or deepening its presence across Indian markets?
Saket Gaurav- We’re doing all three — but with the required clarity. Domestically, we’re expanding deeper across growth states like Odisha, Jharkhand, and the Northeast. Globally, we’re doubling exports to the Middle East, CIS, and Africa, targeting ₹1,000 Cr by 2025. Category-wise, the next big bet is wearables and smart accessories, with smartwatches already in the pipeline. Every move we make is about sustainable scale — not vanity expansion.
As India emerges as the preferred destination for global manufacturing and technology investment, brands like Elista exemplify what it means to be resilient, rooted, and ready for the future. Under the leadership of Mr. Saket Gaurav, Elista is not just navigating the tide of global competition — it is shaping the wave of next-generation, affordable, and intelligent consumer tech. With strategic expansions, a bold domestic manufacturing push, and an unwavering commitment to Bharat, Elista is firmly positioned as a future-ready Indian brand with global ambition.
