Zebronics Targets to Grow by 25 pc Year on Year in 2024

Recently, Zebronics entered the laptop segment, which is heavily saturated with top multinational companies. Addressing the growing demand in IT peripherals and the audio space, the brand aims to grow by 20-25 percent year on year and has diversified into a brand that caters to a vast number of categories.

Over the last 26 years, Zebronics has made remarkable progress in the domains of IT and gaming peripherals, audio, consumer electronics, lifestyle accessories, smart gadgets, and more. IT peripherals have played a pivotal role in the brand's overall revenue contribution, with audio being on par with the IT category.

Yash Doshi, Director at Zebronics, said, "Despite facing the challenges of a constantly changing business landscape, we remain committed to sustained growth. As we continue to adapt to market conditions, we aim for 20-25 percent year on year growth in the upcoming financial year by implementing strategic initiatives with a proactive approach."

Expanding Horizons

Zebronics became the first Indian brand to introduce a laptop and soundbar with Dolby Atmos, along with a Bluetooth speaker and projector featuring Dolby Audio. Additionally, the brand has partnered with Warner Bros Discovery for DC comics-themed gadgets and internationally acclaimed artist Santanu Hazarika, unveiling a range of audio and IT gadgets adorned with his distinctive designs, with more exciting collaborations.

Doshi elaborated, "The collaboration between Zebronics and Warner Bros Discovery to introduce DC-themed consumer electronics and computer peripherals in India has garnered positive responses. The fusion of popular DC characters with tech products has resonated well with consumers, creating a unique and appealing market niche. The partnership has successfully captured the enthusiasm of fans, contributing to a favorable reception in the Indian market."

When asked about the difference between the Indian and Southeast Asian market in terms of brand licensing and merchandising, Doshi said, "The Indian consumer electronics market differs from Southeast Asia in terms of brand licensing and merchandising due to varying consumer preferences and cultural nuances. India's diverse demographic landscape requires a tailored approach, while Southeast Asia's market may prioritize different themes."

He further said, "Additionally, local regulations and economic factors influence licensing strategies differently in each region, making it essential for brands to navigate distinct market dynamics when engaging in merchandising endeavors."

Welcoming Healthy Competition

In India, multiple homegrown and international brands are vying to capture the growing market. Talking about the competition the brand faces today, Doshi says, "In the dynamic landscape of audio wearables and IT peripherals in India, we acknowledge the presence of several strong competitors. Our focus remains on continuous improvement and innovation, ensuring that our offerings stand out based on quality, performance, and unique features."

He adds, "We appreciate the healthy competition in the market, driving us to consistently raise the bar in meeting and exceeding customer expectations. Simultaneously, we are deeply committed to maintaining the integrity of our brand, actively addressing concerns related to duplicate or spurious products that may compromise the overall hygiene of the market."

Major Expansion Plans

Beyond the digital realm, Zebronics has an extensive network of over 50,000 channel partners nationwide for a robust supply chain, effectively extending the brand and products to Tier-III and IV cities and towns where they have 135+ Zeb Care Service Centers and have also partnered with leading retail chains in the Large Format Retail (LFR) segments nationwide.

Talking about the expansion plans in India, Doshi said, "Zebronics has already initiated a comprehensive manufacturing setup in India for its audio product category. Concurrently, we're actively pursuing significant localization, currently reaching 40-50 percent in Mobile Accessories, Personal Audio, and Lifestyle Gadgets through collaborations with Electronics Contract Manufacturers (ECMs)."

He elaborates, "Our strategic roadmap targets an impressive 90 percent localization within the next two years. This expanded scope will encompass key categories like laptops, LED TVs, Personal Audio, Smart Wearables, Party Speakers, and more, solidifying our commitment to fostering domestic production through sustained partnerships with ECMs."