Garmin, the precision technology major, has shifted its focus to the growing demand for the wearable technology in India as people are now becoming increasingly health conscious. For that, it is getting new brand ambassador to connect easily with its target group/s. Ali Rizvi, Director, Garmin India, is spearheading this task for the brand which is committed to build an even stronger customer base here. He had a conversation with Haider Ali Khan on range of topics. Edited Excerpts:
Garmin has become quite an active brand in India since 2019, being much vocal, launching range of products. What’s been the cause of this move shifting much of its focus on India?
Over the years we have seen a new trend shaping up in India where people have become health conscious and are now inculcating fitness as a daily regime in their lives. The growing demand for the right wearable technology to support their workout plans has definitely increased overtime which has given us a great opportunity to expand our footprint in India.
Are we Indians have become lethargic or much aware of being a health conscious society?
The society in general is moving towards a shift to a better and healthier lifestyle where the people are not only the usual ‘gym-goers’ but are now also considering and are inclined towards various outdoor activities like trekking, running, cycling, swimming etc. The definition and the purpose of working out has certainly changed and people are now focusing on their physical as well as mental health.
The growth of Garmin in India coincides with the extravagant penetration of smartphone in the country. Is it true that Garmin has started scripting a new growth chapter here since then?
Garmin is known for its smart wearable and innovative GPS technology which is spread out across diverse markets, including aviation, marine, fitness, outdoor recreation and automotive. Ever since we entered the Indian market, we have created a niche for our products where it has been successful in fulfilling the need to have a healthy lifestyle and keep an active routine in place. We have developed running communities where people run for various motives and take help of Garmin products to map their data and stats. With the use of most advanced tech in our products, we are committed to build an even stronger customer base in the Indian market.
|“From basic beginner watches like Forerunner 45 to our luxury watches like The MARQ series, Garmin believes in establishing themselves with our superior product quality and features. For us, the flagship series is the Forerunner series which is in the price bracket of Rs. 20,000 – Rs. 60,000”|
Garmin houses a wide range of smartwatches, from basic to luxury, but which price segment drives the growth for the brand in India?
All our products are designed and manufactured in a way that serves the specific need and purpose of our customers. From basic beginner watches like Forerunner 45 to our luxury watches like The MARQ series, Garmin believes in establishing themselves with our superior product quality and features. For us, the flagship series is the Forerunner series which is in the price bracket of Rs. 20,000 – Rs. 60,000. Our last year launches: Forerunner 245M, 945 & 45 have done exceptionally well in the market and created a separate consumer base for the same.
Garmin is much more concerned about being an offline-focused smartwatch brand in India. Is that comes naturally to you and your brand identity?
Garmin is not only available through offline stores, but it is also available on multiple e-commerce portals like Amazon.in, Flipkart, Tata CLiQ, Paytmmall, Myntra and TheGarminstore.in, We are equally focused on our offline store sales as well online sales.
Garmin claims to be a pioneer in its engineering so why does it need a face/brand ambassador to promote its precision technologies?
We have recently appointed the very famous Rannvijay Singha on-board as our official brand ambassador. Rannvijay’s personality is in complete sync with our brand’s vision and moto which will help us in reaching out to a broader set of audience who will further engage with Garmin and understand what the brand promises to deliver. It is very important for us that our customers understand our products and the in-built technology. We believe that through a brand ambassador, it will be easier for the customers to connect with the brand and comprehend the expertise behind Garmin products.
Is Garmin not interested in bringing its own smartphone?
No, as of now, we don’t have any such plans.
What changes could be done in Garmin smartwatches to make it much more convenient to use individually or via a smartphone?
Our products are carefully manufactured keeping in mind every aspect and need of our customers. With every passing year, we have introduced new models and series with even better features and technology from the preceding models. We have made sure to add unique and futuristic features like Advanced sleep with Pulse Ox, Respiration tracking, VO2 max, body battery energy, menstrual cycle tracking, stress tracking with relax reminders, hydration tracking and a lot more. We have also made sure that all of this data is secured at Garmin Connect where the customers can keep a thorough check on the stats and alter their lives accordingly. Apart from this, a toll-free customer helpline number: 1800-121-00-1818 (10:00 am-5:30 pm)is now live through which the customers can post their issues and queries and find solutions for any technical difficulty. There is constant upgradation happening from our end trying to keep up with the advancement of the technology in today’s world. Our customers are the most integral part of our business and we are always trying to find the best solutions for them.
Are you not bothered about the competition that sells at much cheaper price while having the same set of features more or less?
Every industry player is offering different products and services at different price range. What helps Garmin stand out is our class apart technology and the in-house production of each product from scratch in Taiwan. Each product is manufactured with extreme ministration, hence, providing very accurate data of the customers and great durability. Garmin products stand out for their exceptional battery life which makes the lives of fitness enthusiasts easier. The variety of our products and the unlimited features in each product has attracted customers and realised that the product is worth every penny. Runners and running communities majorly rely on Garmin products as it serves their purpose thoroughly and helps them perform better on a daily basis. The true value of Garmin products is in the technology and the manufacturing process which is now being accepted in the Indian smartwatch industry.