In Conversation with Pawan Kumar, CEO, Elista

HomeInterviewsIn Conversation with Pawan Kumar, CEO, Elista

We live by the vision that, ‘We are all partners in prosperity. When we say this, it is not just limited to our business but encompasses everyone associated with us. We take immense pride in calling Elista a big happy family, and the spirit of integrity, dependability, and teamwork is reflected in all our practices. Our dealers have been our operations’ backbone and contributed immensely to our growth journey. We believe in nurturing relationships with our employees, clients, business partners, and everyone associated with Elista and building new ones.

How would you introduce Elista to consumers unaware of the brand’s market presence?

Elista stands for cutting-edge technology that is now accessible to the masses. In terms of innovation and design, our products are always measured against only the top brands. At the same time, we understand the pulse of the markets and ensure that the prices are reasonable. We recently celebrated our second anniversary and are grateful for the support that we have garnered. We sell over 32,000 units every month in India. We have an online presence on Flipkart, Amazon, Tata Cliq, and Payed, about 15,000 retail locations across India, and a channel network of 350+ distributors. We have established ourselves by successfully competing with a market-dominant industry leader with more than 25 years of experience. Consumers have responded positively to our products, and our mission is to give back to society by creating jobs and establishing India as a global centre for innovative indigenous manufacturing.

Elista has a range of budget and premium products in different categories, but what, according to you is the target consumer segment of Elista as a brand?

The target consumer for Elista as a brand is the large middle class in India, desirous of having top-quality products with cutting-edge technology at affordable prices. The market is increasing, and the challenge for us is to match the aspirations of this class. We have also been getting good traction from the tier 2 and 3 markets and looking at expanding our base in these pockets.

Tell us a bit about Elista’s home entertainment product category. Every day there are new technical innovations in the segment, how do you see this evolving in the future?

Following the pandemic, people’s watching habits have undergone a sea change. Today, the demand is for larger TVs so the whole family can enjoy a home theatre experience. The television technology landscape has undergone a major makeover in recent years. Dozens of technologies have emerged—from OLED to QLED, webOS to Android OS, 4K to 8K—complicating the decision to buy a TV. At Elista, we offer a host of tech innovations, including 4K resolution for better visuals and a Bezel-less design that catches the eye. We have recently unveiled a slew of large-screen WebOS TVs that are feature packed. These TVs not just have a stunning design but also support HDR10, Dolby Vision, and HLG, AI-Enabled Voice Search. To ensure that we offer an immersive viewing experience and minimal motion blur, our range of TVs comes with motion enhancement technologies like MEMC, TruMotion and Motion Flow XR.

Pawan Kumar, CEO, Elista

The competition is super aggressive when it comes to categories like home appliances and IT accessories. How is Elista preparing itself to counter that?

At Elista, we have been able to make a space for ourselves by offering technologically superior products at affordable price points. It has been our endeavour to go beyond customer expectations. In a short span of time, we have made a mark and are known for our sound quality and technology innovations.

We live by the vision that, ‘We are all partners in prosperity. When we say this, it is not just limited to our business but encompasses everyone associated with us. We take immense pride in calling Elista a big happy family, and the spirit of integrity, dependability, and teamwork is reflected in all our practices. Our dealers have been our operations’ backbone and contributed immensely to our growth journey. We believe in nurturing relationships with our employees, clients, business partners, and everyone associated with Elista and building new ones.

There will naturally be challenges, but we are confident that our team, their experience, and the relationships we have nurtured will help us continue to grow.

Elista welcomed its brand ambassador Suresh Raina last year. How has the association been so far and what does this association represent for the brand?

The Indian consumer electronic space in India is very cluttered. As a brand, it has shown our strength in scaling operations and positioning ourselves among the leaders in the space. We are fortunate to have one of the country’s top cricketers, Suresh Raina, as our brand ambassador. It has been a fruitful association with him as he has helped us break the clutter and position ourselves in the market.

Also Read: Elista Twin Tower Speaker Enhances Listening Experience

What plans does Elista have for the upcoming festival season, as it is one of the most fast-moving times for the consumer market?

We plan to introduce products in several categories like TVs, washing machines, personal audio and IT accessories. It is expected that demand in the consumer electronics sector will be robust this festive season. We are excited about the upcoming festive season and planning to come up with the latest products to attract customers. We have recently held an exclusive launch event for the Jharkhand and Bihar market. Our brand ambassador Ishan Krishan was a part of this launch. At this event, we showcased our latest range of semi-automatic washing machines and webOS TVs. We are confident that they will continue to garner favourable customer response in the upcoming festive season.

Pawan Kumar, CEO, Elista

Do you have any plans for Elista to have its brick-and-mortar presence to get traction among consumers?

We are continuously expanding our presence in target markets and are available on major online platforms. We are in over 15,000 outlets with a channel network of 350+ distributors. We are running several programs to motivate our channel partners to showcase Elista and the range of products that we have to offer. We will continue to invest in building our presence in the coming years through.

How do you summarise the company’s journey since its inception in 2020?

We started our journey around two years ago with the launch of televisions which was soon followed by dishwashers. Today, we have a wide range of products in categories like consumer electronics, home appliances, IT, and mobile accessories. We are happy to share that we have been able to bring a change in consumer behaviour by combining quality, innovation and affordability. For instance, before we entered the dishwasher category, it was considered a luxury item. However, we have made it accessible to a broader audience. We have seen similar success in TVs with the launch of Web OS TVs.

As a trustworthy brand in the homegrown ecosystem, we have been catering to the needs of our diversified customer base. Our focus and consistent efforts have enabled us to clock impressive growth yearly. In the first year of operations, we had posted revenues of Rs. 35 crores and have grown over 4X to Rs. 158 crores in 2021-22. We expect to close 2022-23 at over Rs. 250 crores and plan to achieve Rs. 500 crores by 2025.

Our understanding of the market and delivering products that can meet consumer demands at an affordable price point have helped us to create space for Elista in the Indian market.

What do you believe is the immediate road ahead for Elista as a consumer brand?

Our focus is to continue to disrupt the market with our affordable premium products. Consumers have responded positively to our products, and we are confident that we will be able to build further on our brand equity with our future launches.

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