In this exclusive interview, Mr. Sandeep Bafna, CEO of UNIX India, shares insights into the evolving accessories market, the power of Made-in-India manufacturing, and the company’s global expansion strategy. He highlights how UNIX is balancing innovation, affordability, and trust to strengthen its footprint in India and international markets.
IT Voice- “Born in India, Built for the World” is a powerful positioning—what strategic shifts are you driving to realise this vision?
Sandeep Bafna- We are seeing strong demand in international markets, particularly across the UAE and the broader Middle East, for reliable and high-quality mobile accessories. Our strategy is to build on this by offering products that meet global standards while remaining aligned with local consumer preferences. At the same time, we are strengthening our ‘Made in India’ foundation, focusing on quality, innovation, and scalability to position UNIX as a globally relevant brand.
IT Voice- How do you see the evolution of India’s consumer electronics accessories market over the next 3–5 years?
Sandeep Bafna- The market is set for sustained growth, driven by rising smartphone penetration and increasingly digital lifestyles. As consumers become more dependent on devices for work, entertainment, and communication, accessories such as power banks, fast chargers, and audio products are becoming essential. This shift creates strong opportunities for brands that can deliver reliable, high-performance products with consistent quality and relevance.
IT Voice- How does UNIX differentiate itself in a highly competitive and price-sensitive market?
Sandeep Bafna- Our differentiation lies in consistent product quality, continuous innovation, and a strong focus on R&D. We aim to deliver products that meet performance expectations while staying relevant to evolving consumer needs. Importantly, we maintain a balance between quality and pricing, ensuring strong value without compromising on safety, durability, or design.
IT Voice- What key consumer behaviour trends are shaping demand today?
Sandeep Bafna- Consumers today expect seamless performance across devices, whether for work, entertainment, or daily communication. There is a clear shift towards products that support continuous usage, faster charging, and better connectivity. Convenience, reliability, and performance are now non-negotiable, driving demand across audio, charging, and connectivity segments.
IT Voice- How do you see the impact of Make in India and PLI schemes?
Sandeep Bafna- These initiatives have played a significant role in strengthening domestic manufacturing and enhancing India’s global competitiveness. That said, much of the current PLI framework benefits larger players. For MSMEs, more inclusive support mechanisms—either through revised thresholds or parallel initiatives—would enable innovation-driven companies to scale, localise production, and contribute more meaningfully to India’s manufacturing ecosystem.
IT Voice- With 600+ SKUs, how do you balance innovation, quality, and speed-to-market?
Sandeep Bafna- We stay closely aligned with market trends, global developments, and customer feedback. This allows us to introduce relevant products quickly while maintaining consistent quality standards. Our focus is on bringing globally aligned features to market at the right time, without compromising on reliability or user experience.
IT Voice- What role does R&D and design play in your strategy?
Sandeep Bafna- R&D and design are central to our product strategy. They give us control over quality, cost, and performance, while enabling us to innovate and customise offerings based on market needs. In an environment where global brands are expanding aggressively, our in-house capabilities allow us to stay agile and differentiate through thoughtful product development.
IT Voice- What drives your strong penetration in Tier 2/3 markets?
Sandeep Bafna- Our growth in Tier 2 and Tier 3 markets is built on long-standing relationships with channel partners, supported by trust and consistency. Alongside this, our focus on dependable product quality and competitive pricing has helped us build strong acceptance and drive repeat demand in these markets.
IT Voice- How are you balancing offline retail with e-commerce growth?
Sandeep Bafna- Offline continues to be a strong channel, especially where consumers prefer to experience products before purchase. At the same time, our e-commerce presence is growing steadily. Both channels complement each other, helping us expand reach, improve accessibility, and cater to different consumer buying behaviours.
IT Voice- What can we expect from UNIX’s brand re-identity?
Sandeep Bafna- Our re-identity is focused on making the brand more relevant to the next generation of consumers. This includes improvements in design, ergonomics, and overall product experience. The shift is towards products that are not only modern in appearance but also practical, reliable, and aligned with everyday usage.
IT Voice- How important is brand trust and after-sales service?
Sandeep Bafna- Brand trust and after-sales support are critical in this category. Acquiring customers is one part of the journey—retaining them requires consistent product performance, dependable service, and a reliable overall experience. This is especially important in offline-driven markets where relationships play a key role.
IT Voice- What are your priority international markets?
Sandeep Bafna- The UAE currently serves as our primary hub for international expansion, with a strong focus across the region. From there, we plan to expand into Saudi Arabia and other Middle Eastern markets. Our positioning remains consistent—offering high-quality, reliable products that meet global standards while delivering strong value, backed by our manufacturing strengths in India.
IT Voice- What advice would you give to emerging Indian entrepreneurs?
Sandeep Bafna- Focus on solving real consumer needs and build consistency in quality and value—that’s what creates trust. Invest early in R&D, design, and manufacturing control so you can scale without compromising standards. At the same time, build strong distribution networks, stay close to the market, and remain adaptable. Global brands are built step by step through reliability and execution.
