‘iPhone growth story has helped us in India…but we are not reliant on single brand’: Belkin

“If Apple’s share grows in India, it definitely helps us because we are present in a lot of the Apple premium reseller stores. So obviously, our visibility increases and to some extent, I think the iPhone growth story has also helped our story,” Kartik Bakshi, Country Head, Belkin India, tells indianexpress.com, underlining how the rising reputation of iPhones is not only driving gross sales of its equipment but in addition the visibility of the model on the planet’s most populous nation.

Bakshi says since Belkin works carefully with Apple on a lot of its equipment being supplied for the iPhone and Mac, it advantages a premium model like them to cater to clients who’re keen to shell out barely extra for equipment. “If I use an Apple product and want an accessory from a third-party brand I can trust Belkin because Apple approves of that,” he says.

Bakshi demonstrates the model’s newest merchandise at a closed-door media occasion in New Delhi (Image credit score: Anuj Bhatia / Indian Express)

Although Belkin will not be new to the Indian market, Bakshi says iPhone customers began leaping to Belkin equipment in massive numbers previously two years. This is similar time when Apple began seeing gross sales of its iPhone skyrocket in India, driving gross sales of high-end smartphones within the nation. “If you see the last five years, iPhone growth has been exponential. In the last two years, as income levels have changed, people are buying more premium phones,” he highlights a current development.

Bakshi, like others within the trade, notes that the expansion is coming from tier-2 and three cities which is the explanation why premium manufacturers like Apple and Belkin are rising focus past huge metro cities and smaller cities to faucet new buyer base flush with cash. “We are getting a lot more inquiries from retailers in tier-2 and 3 cities who want to work with Belkin. It may not be for all the products… it could be just charging cables, surge protectors or power banks, but that interest is coming in,” he says.

For Bakshi, lots has to do with the huge leap in gross sales of smartphones within the nation and the way Indians store for equipment on-line. “Our products are accessories to [these] devices and you need our products,” he mentioned, including that the modifications within the pricing construction, lowering manufacturing prices and the growth of its equipment past energy banks, mice and keyboards have helped Belkin to chop throughout the booming marketplace for cell and laptop computer equipment.

Founded in 1983, Belkin is headquartered in Los Angeles, California. The equipment model was acquired by Foxconn Interconnect Technology, a subsidiary of iPhone producer Foxconn in 2018. Belkin owns Linksys, recognized for residence routers and Wemo, which makes sensible residence merchandise.

But for Bakshi, nonetheless, the actual problem is find out how to transfer past Apple which has been the notion of the model for a really very long time and cater to extra shoppers who personal Android smartphones in rising markets like India.

“There will be certain products that we have designed for Apple and we are going to promote them but at the same time, we do want to also focus our energies with other phone companies like Samsung and Google,” he explains. “We don’t want to be too reliant only on one brand, we want to now tell people that our accessories work with phones.”

The cell equipment phase is big in India, however it has been principally an unorganised unbranded market. Given shoppers are actually selecting extra premium smartphones, they’re a bit extra cautious concerning the equipment they wish to purchase for the cellphone and laptop computer.

Pro Thunderbolt 4 dock that can be utilized with Macs and Windows laptops (Image credit score: Anuj Bhatia / Indian Express)

Bakshi does see a change in shopper behaviour with many shoppers now understanding the distinction between a low-quality accent from a roadside vendor and a product from a widely known model. “I think customers now have an understanding of accessories for certain products. They now ask the retailer whether the charger supports fast charging or not,” he says.

The alternative for Bakshi is find out how to make their merchandise interesting in order that they find yourself selecting a Belkin machine over an identical product from different manufacturers. With many smartphones together with the iPhone 14 (review) and Galaxy S23 not delivery with chargers within the field, Bakshi is eyeing these shoppers.

“This time our strategy is to not be a niche brand. We don’t want to cater only to 1% of the audience. So we want to cater to anyone who’s using a phone or a laptop and if they want a Belkin product it should be the right price point.”

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