Mr Rajesh Doshi, Director, Zebronics India pvt ltd.
In an exclusive interview with ITVoice, Mr. Rajesh Doshi, Director, Zebronics India pvt ltd., reveals his strategies forbusiness in India.
Vikas Gupta :- What are Zebronics’s focus areas in India in terms of the markets, industries and verticals that will help you maximize the potential?
Mr Rajesh Doshi :- Zebronics is in IT peripherals business for more than 18 year now. We keep on introducing new products and technology in IT peripherals for the channel and consumers. We have introduced a lot of products in consumer electronics segment and looking forward to take Zebronics to next level in this segment. The recently launched 40″ LED TV is one such product and to make the deal even sweeter this festive season for the consumers we are giving a sound bar free (until stock lasts) with the TV. We have received a great response overall, in the recently introduced television segment. Apart from this as Zebronics specializes in gifting gadgets of all price segments, response has been very good be it our 3G tablet, vast range of speakers, power banks in various capacities, joyful headphones & earphones, bluetooth speakers. As Zebronics products connect to the youth well and it is the best value for money brand.
We also introduced surveillance products earlier this year. There are a lot of new products planned for surveillance segment.
Vikas Gupta :- What is your growth strategy here? What are the engines of growth for Zebronics in India?
Mr Rajesh Doshi :- First and foremost huge support of channel partners and their trust in the brand Zebronics. Zebronics is known for EQR mantra(Excellence, Quality and reliability) throughout its range of products. Zebronics products are known for their “designer” aspect – premium looks, very good quality, but at reasonable prices. In fact, the common thread that runs through the portfolio is the “value for money”. We try to give the consumer best bang for buck. We never compromise on product quality with our strict quality control. The wide range of products is big strength. For every product line, there are multiple options to choose from, whether in terms of features, designs or price.
We also have wide reach in Indian market with 31 branch offices and more than 110 service centers.
Vikas Gupta :- What kind of strategy have you planned to position Zebronics Product successfully in the market?
Mr Rajesh Doshi :- No compromise on quality there by ensuring the trust of the partner for successful association. Wide and regular updates of product range and ensuring decent margin for the partner. Value for money makes the consumer experience memorable which makes him not only come back but they also do word of mouth marketing.
Vikas Gupta :- What are some of the points where Zebronics products score over the competing forces in India?
Mr Rajesh Doshi :- Zebronics has an in-house Research and Development department, monitoring the latest developments in the field of technology and innovation to find more suitable products for the market. The R&D team has been able to design products which are more inline with the local requirements. One such product was security UPS ZEB-MLS750, completely designed and developed at our R&D wing. We have also seen a lot of breakthroughs in speakers, the recently introduced tower speakers ZEB-BT9900RUCF and ZEB-BT9990RUCF comes with crossovers which are designed by our R&D wing. In this price range, such audiophile quality speakers are unheard. The R&D team also helps us in Make in India projects. While developing the product the production process is also kept in consideration to make the product as efficiently as possible.
Zebronics is also a brand with widest range of product line – IT periphearals, LED TV, Speakers, surveillance and tablets. More than 110 service centers across the nation for after sales support. We are a responsible brand with various CSR programs like Zeb-Learn, Zeb-Health, Zeb-Tech, Zeb-Environment and more.
Vikas Gupta :- What’s new on marketing front?
Mr Rajesh Doshi :- Marketing we do a lot of ATL and BTL activities. All our marketing efforts are done in house. For our The Sound Monster campaign We have received award from Inc India magazine for The Sound Monster campaign “Most Innovative mid-sized companies – Innovative 100”.
We call our speaker range as “The Sound Monsters”. When we entered the speaker segment, we felt that there were a lot of products available but very few were designed for India. We Indians listen to our music loud. We started customizing and designing speakers, which were made according to local requirement and to communicate this to the consumers we started the campaign “The Sound Monster”. The Sound Monster is a character developed by us. We call our speakers as The Sound Monster because they are loud and powerful like a monster. We have done BTL, Print, TV, Virtual reality promotions for The Sound Monster. The virtual reality promotions is one of its kind in India in this segment of products.
We have done a lot of branding on TV and news papers. Apart from this we do road shows, expos, bus/train branding, shop branding, branding in electronics market, distribution of pop materials, school/college events etc.
Vikas Gupta :- How does the current fiscal look like? What kind of growth do you expect?
Mr Rajesh Doshi :- We are very strong in IT peripherals segment and one of the fastest growing brand in consumer electronics segment. We have registered 35% CAGR for last 3 years, this year we expect to do even bigger in terms of growth. A lot of this is because of careful and meticulous planning of products. We wish to make technology affordable by giving value for money products to consumers, without any compromise in quality. We are very aggressive about our plans in consumer electronics products such as Speaker, LED TV, Tablet PC, headphone/earphones and power banks.