Exclusive Interview with Ashok Rajpal, Managing Director, Ambrane India

Ambrane is a homegrown brand, with most of its products being Made in India. This gives Ambrane a firm grip on both quality and costs, wherein its diverse and expanding product portfolio attests to this. Ambrane distinguishes itself by focusing on developing a full, end-to-end consumer mobility solutions ecosystem that encompasses manufacturing, supply chain, service delivery, offline and online distribution channels, and balanced after-sales service. Analytics Insight has engaged in an exclusive interview with Ashok Rajpal, Managing Director, Ambrane India.

1. Kindly mention some of the major challenges the company has faced till now.

The worldwide chip shortage is one of the most significant challenges that both Ambrane and the industry faced. The issue had disrupted the supply-chain scenario, making it challenging to meet the strong market demand(Home offices Etc). The chipset scarcity caused a delay in production, affecting product availability both online & offline. Given the situation, goods prices rose, and sales were impacted. Starting 2022, the market has been in the revival mode. However, China's new Covid-19 outbreak has resulted in additional lead time for the sector.

2. What is your biggest USP that differentiates the company from competitors?

Ambrane is a homegrown brand, with most of our products being Made in India. This gives Ambrane a firm grip on both quality and costs, wherein our diverse and expanding product portfolio attests to this. Ambrane distinguishes itself by focusing on developing a full, end-to-end consumer mobility solutions ecosystem that encompasses manufacturing, supply chain, service delivery, offline and online distribution channels, and balanced after-sales service.

We also control our whole supply chain and are involved in component manufacture, in-house manufacturing, and the design of all of our services. This enables us to deliver on our goal of providing value-driven, high-quality products.

3. What does your technology and business roadmap look for the rest of the year?

We just launched our stunning smartwatches with unique features that will help users live an exceptional lifestyle. To stay ahead of the competition, we are also introducing IOT and other sophisticated technology into our pipeline of newer products. We've also just developed chargers, fast-charging powerbanks, enhanced earphones, smart wearables, and a bevy of other smart products intended exclusively for the requirements of millennials. Our mission has always been to provide people with access to technology and to enrich their lives through fun technological experiences.

In terms of the business strategy, Ambrane now has a market share of more than 20% in the power bank category, and we now intend to achieve the same across other product categories. To increase our market share even further, we want to increase monthly client acquisition and expand the brand's market position in the audio and smart wearable areas. Ambrane's goal is to become the largest domestic consumer electronics brand.

4. How do you see the company and the industry in the future ahead?

"We've always aimed to be one of the most recognizable Make-in-India direct-to-consumer brands in the consumer lifestyle electronics market. Our mission is to address the micro and macro lifestyle demands of today's consumers. The first and most crucial priority at every stage of the organization would be to suit the demands of the consumer. It is expected that there will be severe rivalry, thus providing the finest product at the best price and features will be critical.

Ambrane's motto has always been "never compromise on quality at the best price."

5. Please brief us about the products/services/solutions you provide to your customers and how do they get value out of it.

Ambrane portfolio includes Power Banks, Charging Cables, Audio and Wearables. We have lately expanded aggressively into the audio and wearables markets. We firmly believe in giving our customers with long-lasting, low-cost lifestyle goods that offer the best value. All of our products come with warranties and a comprehensive support network to ensure that our clients are entirely satisfied. 

6. With what mission and objectives, the company was set up? In short, tell us about your journey since inception of the company? 

The company was set up with the underlined mission to innovate and build smart electronic gadgets as per the audience's needs. We began as a power bank brand and quickly rose to prominence in this market. Seeing the market's traction and prospects, we began broadening and increasing our product line by providing Audio (Neckband, Headphones, TWS), Charging Solutions (Wall Charger, Car Charger), Personal Care & Wearables. We are devoted to providing the finest experience to consumers in an ever-changing industry by emphasising innovation and technological improvement. Ambrane is now linked with quality and innovation at the most affordable pricing points.

We have our manufacturing unit set up in Kundli, Haryana. Our massive manufacturing capacity is focused on keeping India's Make in India vision alive. We aim to break the stereotype vision about Indian brands by building the best of technology & quality at the most prudent price points.