Logitech designs products that have an everyday place in people's lives, connecting them to the digital experiences they care about. Almost 40 years ago, Logitech started connecting people through computers, and now it’s a multi-brand company designing products that bring people together through music, gaming, video, and computing.
Brands of Logitech include Logitech, Logitech G, ASTRO Gaming, Streamlabs, Blue Microphones, Ultimate Ears, and Jaybird.
Growth During Pandemic
Logitech claims that during work from home, it has seen a surge in products like webcams, keyboards, mics, and headsets.
Srinivas Rao V, Country Head, Logitech India, says, “We were already seeing nice growth trends coming up because we had a sweet spot across the category. But, work from home, learn from home, play from home and stream from home, all these aided ailments in the business, and we have seen a huge surge in the demand of our products.”
“During work from home, computer mic, headphones, webcam, keyboard, all these saw high double-digit growth. Due to the high demand, we also had a shortage of our products. Currently, we are settled and have a decent amount of inventory and products in the market,” he adds.
Focusing on ‘Touch and Feel’ Retail Experience
Logitech strongly believes touch and feel always adds a lot of sense to the product, and is one of the key areas it would like to focus on.
“Pre-pandemic, we had a huge retail presence, but now we are looking at experience stores. We like to have our consumers touch, feel, see and experience the product. In our product portfolio, MX Master is one of the highly appreciated products from our consumers. We offer hyper-fast scrolling demonstration, setting a new benchmark in scrolling efficiency. This all can be experienced by the consumer at the store,” he states.
“Apart from features of the products, we show consumers how it benefits. We have smart illumination in our MX keys. In smart illumination, as your hands go towards the keys, the keyboard illuminates, and once you are done, illumination fades away. These are all the customers can touch and feel at the store,” he asserts.
Evolving Consumer Behavior
In today’s time, consumer behavior has evolved a lot. Around 20 years back when consumers wanted to buy a product, they used to look at the price first but today, they are looking forward to products that make them happy.
“Consumers are now focusing more on how the product helps them in their day-to-day life. That’s where Logitech is playing a role; it’s all about the experience. Logitech is working a lot on sustainability. For instance, FMCG companies put calories on their packets; we are putting a carbon footprint on our tech products. We hope to help the environment with our sustainable efforts,” Srinivas explains.
Strong Brand Presence
India is a very important market for Logitech. All its products that are globally available are present in India too.
Logitech is available across offline and online channels.
“We are digitally present on Amazon and Flipkart. Consumers can also pick our products from our nearby stores, Reliance Digital or Croma. There is a decent balance between our online and offline channels,” he states.
“We also have partners and they are the center of our business. Today, anybody who visits our website can see the detailer partners list, and once a consumer clicks on the partner’s name, they get directed to that partner’s store and they can buy our product from there,” he concludes.