Homegrown lifestyle tech brand AXL intends to enhance the customer experience within the consumer electronics space by offering a blend of design, utility, performance and functionality at an affordable price. From headphones and truly wireless earbuds to smartwatches and Bluetooth speakers, AXL covers almost everything that one might look for to lead a convenient life. Anuj Modi and Atul Modi, Co-founders of AXL, talked about their aspirations, expansion plans, competition, and much more, in a conversation with My Mobile. Excerpts:

How’s the brand AXL positioned itself in a hyper-competitive market like India which is already dominated by a number of domestic and international players?

We began this technology brand in 2015 while being aware of the hyper-competitive market that changes every day, and now it has increased over the years due to the dynamic changes in the market along with different consumer tech brands in demand. AXL has perfectly positioned itself in two spaces – premium and mid-space as they focus on achieving the position in these two spaces and are looking forward to dominating in the consumer tech market with their few product range to stand out in the tech industry. The domestic market is booming with startups which further increase the need to be focused on such a hyper-competitive process.

Since you offer a wide range of products, from earphones and Bluetooth speakers to smartwatches and handset accessories in the budget segment, which among them has/have gained maximum traction in the market?

AXL comes up with a budget-friendly segment for the consumers keeping in mind the target audience and our audio neckband and TWS have gained the maximum traction among the range of products available at AXL. We recently launched the smartwatch segment in the market with X-Fit M57 being the newest introduction, looking to reach the masses.

Which are the areas from where maximum demand is coming for the AXL products in India?

With the introduction of new products in different segments till now, we are getting demands from all over India. We are reaching out to different regions of the country with our products built especially for budget-friendly consumers. We believe that our products are extensively manufactured for the budget audience too who look to enjoy music, use power banks, etc.

Which platform yields maximum revenue for AXL – online or offline?

The pandemic was sure a turnaround for businesses, as it affected the growth while online was a task but in offline mode, the most revenue has been achieved. AXL experts configure each and every product, using the latest technologies and durable chips. They crave to serve people in a professional manner. To implement the latest updates, the company carries out extensive research. This strategy enables us to get the best of innovation. AXL offers efficient after-sale service and never leaves a stone unturned when it comes to serving the customers in the most skillful way. This strategy enables us to get the best of innovation.

After-sales service remains an issue for the majority of electronic companies. What is your approach to it?

Being successful in the consumer tech segment is a challenge with the rising competition and introduction of startups. We look to grow in the extensive market overcoming challenges.

There is a parallel grey market in India thriving on counterfeit accessories and devices. How do you deal with them and what is your advice to the people to do away with those fake products?

There is no straight answer but I suggest people to buy from genuine channel since counterfeit and grey market products do not give good performance and also face the challenge of effective functioning.

What do you do to increase the recall value of your brand?

Currently, we are optimising our social media and offline channel database to increase our recall value. We keep on posting various product lines to constantly engage with customers and regular website and availability on ecommerce sites has further enhanced the reach and recall value of AXL.

The emergence of the Internet of Things (IoT) has opened a new avenue of growth for many electronic and tech companies. How is AXL leveraging this trend?

We are working on a few niche products which will enable tech usage with various customers and provide a new quality of life, like we are currently looking after introducing a X-Fit watch. IoT has definitely given rise to new avenues and has further opened up doors for innovative products in the tech industry.

Please tell us something about R&D and innovation at AXL?

We are currently relying on the R&D of the factories and manufacturers we work with. Once we reach a substantial volume, we will further increase the investments in developing new products and designs.

We look forward to position AXL on a large scale making it a successful consumer tech brand preferred by customers.

What are your outreach and investment plans for India?

We have currently invested 20% growth and are looking forward to further increase our investment to 50%.We look to grow more in the coming years with our exceptional product range and innovative technology.