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“With BunkerFit, we aim to offer a holistic fitness platform”

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Team My Mobile
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Fitness app BunkerFit, launched in March this year, has come up as a huge relief for those who use to have multiple apps – one for running, another for nutrition, yet another for yoga or mindfulness and so on, and that too with a price and English as a medium of communication. BunkerFit is a one-stop shop for all your fitness-related needs, available at zero cost in multiple language options. Interestingly, Airtel has acquired 10 per cent stake in Spectacom, the company which owns BunkerFit as a part of the telco’s Startup Accelerator Program. This collaboration allows Spectacom to leverage Airtel’s strongest pillars and most importantly, the executive advisory.  Zeba Zaidi, Founder, BunkerFit, speaks more about this fitness platform, its value proposition and strategy to make it big in the given space, in a conversation with Ramesh Kumar Raja. Excerpts:

How did you get into the business of fitness?

After spending 15 years in a corporate career that took me across Europe and the Middle East, I moved back to India with a thought of doing something on my own. Through my working years, I had miraculously maintained my connect with sports and fitness by ensuring that I found that “me” time no matter where I was.

Upon returning home in 2011, I saw that unfortunately the life I had led was a luxury many didn’t enjoy. As soon as one left college, they threw themselves into work, and health & fitness took a backseat. I knew then that I needed to do something that revived the connect that people seemed to have lost. With this objective, I created India’s first obstacle running property called the Devils Circuit. Although it became a cult phenomenon, I wasn’t satisfied with how many people we were reaching through the offline property.

This dissatisfaction led to the creation and now the launch of BunkerFit- India’s first vernacular fitness platform that is holistic and free. I saw that access to good quality fitness content was a luxury limited to the few who could afford it. I wanted to democratise fitness and make high quality fitness content available to every single person who was so inclined.

I think, especially in today’s times, with India having grappled with two cycles of the pandemic, it is very important that we focus on building our immunity, our fitness levels, and our overall health. This is what BunkerFit aims to help with.

What are your plans of taking it to the masses?

We have very big plans of taking BunkerFit to the masses. We aim to have a community of 100 million users by 2030. That’s our vision and with partners like Airtel and Umang Bedi (the co-founder of vernacular unicorn Dailyhunt) amongst others, we are definitely on track to achieving that goal.

With BunkerFit, we aim to offer a holistic fitness platform to all our users so that instead of an app for running, another for nutrition, yet another for yoga or mindfulness, all of which they pay for and all of which by the way only offer English as a choice of communication- they only need BunkerFit which serves them across all fitness verticals, in a variety of language options, and that too at zero cost to them. We feel this disruption will allow us to reach far and wide.

Do you think there is a market for something like BunkerFit in the rural parts of India?

Oh absolutely! We have gone through phases where fitness was for the elite, then it became aspirational, and now it’s a lifestyle choice for the masses. Over the last few years as a deeper realisation has set in about lifestyle-related disease, we have seen a surge in consumption of fitness services. This of course has gotten accelerated during the last 18 months of the pandemic.

The desire to be fitter is no longer an urban phenomenon, and this is reflected in the number of fitness-related Google searches, or YouTube content consumption, which arises from rural India.

In addition, the high mobile penetration and access to cheap data has created a market outside of the metros and tier 1 cities that were the sweet spot for all fitness services providers. In fact, out of the half a billion plus digital consumers in India, two thirds belong to the vernacular rural India. This is a huge underserved market and we absolutely aim to make a mark here.

“The high mobile penetration and access to cheap data has created a market outside of the metros and tier 1 cities that were the sweet spot for all fitness services providers. In fact, out of the half a billion plus digital consumers in India, two thirds belong to the vernacular rural India. This is a huge underserved market and we absolutely aim to make a mark here”

What is BunkerFit all about and how it’s different from other fitness apps?

BunkerFit is a vernacular integrated fitness platform that is holistic, intelligent, inclusive, and trendy. What I mean by that is that when you download BunkerFit, you essentially do not require any other app for your fitness fix. Think about it, a person that wants to get fitter, wants to work on his mind and body. He or she wants to train, eat better, manage stress, and most importantly do all of this in a way that links back to their chosen goals. BunkerFit not only offers all of this but empowers each user by giving them key insights linked to their usage of the app through which they can travel towards their goal in a more focussed and guided manner.

BunkerFit is very different from the other apps in the market. If all other apps offer you a buffet to choose from unless you pay top dollar for personalisation, BunkerFit offers you a gently personalised action plan for free. It’s an app that’s only 3 months old and we are building very exciting AI driven features which will allow users to very seamlessly be guided through all fitness offerings, so they don’t feel overwhelmed as they do with other apps.

It’s also different in terms of its proprietary content delivery system. At the click of a button, a user can change their preferred language and consume the same content without it affecting their experience of the app. There are many other features that we shall shortly keep releasing which will show how different we are, watch this space.

And lastly of course, BunkerFit is a free to use app for our users.

Please tell us about how the app works, its UI and verticals that it offers.

BunkerFit is a very simple app to use. Our objective from day one was to ensure that whilst the app has a lot to offer, the user should at no point feel overwhelmed or confused. With that in mind, our team of UI experts have created a flow that feels familiar to every user.

Currently, we have launched our MVP version in which we have offered Train and Meal as the first 2 verticals. Train section offers high intensity workouts spread across Cardio, Strength Training, modules especially curated for beginners, workouts with resistance bands and dumbells and many more; whereas with the Meal section, you get to dip into delicious healthy recipes that help cut fat, boost immunity, build protein etc.

Our Train section has been put together by a team of fitness experts, whereas for the meal, we brought on board a senior chef associated with both the Taj Group of hotels as well as MasterChef India. This is in keeping with our philosophy of offering top-notch world-class content to all our users.

When can we see it on Apple’s App Store?

We will definitely roll out an iOS version of BunkerFit, but only once we have finished adding all verticals to it. India has a mobile consumer base with a 96% Android penetration and this is our target market to begin with.

What’s your monetisation model?

We love the idea of impacting lives. It is this reason that led us to the creation of a platform like BunkerFit and we want to keep it free for our users. Having said that, we are a for profit company and we have very clear ideas on monetisation.

Having run companies that were profitable and debt free, I come from the belief that if you focus on getting the product right and your customer delighted monetisation automatically follows. Our monetisation plan focusses on a layer of premium subscription-based services that we will be launching in the near future- these will not impact our philosophy of offering free content which we will continue to do. Our second focus for monetisation is the B2B segment for which we are building a proprietary tool that we will be bringing into the market over the next quarter. We have already been brain-storming with a few big firms on how to structure this and are very excited about launching BunkerFit B2B.

“Our monetisation plan focusses on a layer of premium subscription-based services that we will be launching in the near future- these will not impact our philosophy of offering free content which we will continue to do. Our second focus for monetisation is the B2B segment for which we are building a proprietary tool that we will be bringing into the market over the next quarter”

Are you thinking of any sort of collaboration with a smartphone maker?

Absolutely! We are already in talks with two major players in this market and you may see us preloaded on your smartphone very shortly.

Since Airtel has a strategic stake in Spectacom, what kind of assistance it is providing to BunkerFit?

Airtel is an awesome company headed by incredible folks. Their vision in what we could build together and their support to us has been beyond what we imagined. They are not only our sounding board helping us fine tune our ideas and turn them into actual offerings, but their data science teams have been working with us to get our product market fit right. This early traction is so critical to the survival of startups and the fact that Airtel has a consumer base of 350+ mn customers that they have opened up to us is a support many can only dream of.

In Airtel we have found partners who are helping us soar and fast tracking our growth in the fitness space.

What is your view on women in fitness and women in the business of fitness?

Nothing delights me more than seeing women get fitter. My biggest personal achievement was when with a seemingly macho rugged sport like Obstacle running, we managed to get women runners to constitute almost half of the participant base. I think women are natural leaders, especially at home and there is something very empowered about a woman who wants to look after herself and take care of her health. A woman has the ability to influence her family and it is indeed very heartening to see the growing number of women influencers and fitness enthusiasts.

As far as women in the business of fitness, unfortunately it is still a very male dominated domain. Very few women own fitness related businesses and I hope that changes in the near future. I think women make very strong leaders and it’s a pity that when we think of health, sports and fitness, women bosses are far and few in between.

Vivo creates beautiful moments in the opening ceremony of UEFA EURO 2020

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Team My Mobile
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Following a long-awaited kick off to UEFA EURO 2020, fans around the world tuned into the opening ceremony on June 11, presented by Vivo. Bringing to life the brand’s passion for making the beautiful moments in life even more magical, the showstopper of a performance included a collaboration between three great artists, Martin Garrix, Bono and The Edge, leading to a virtual performance that allowed fans across Europe and the world to feel closer to the tournament.

Surrounding the tournament, Vivo debuted its “To Beautiful Moments” campaign – a platform that encourages and enables fans to be in the moment, whether virtually connecting with friends and family or revelling in the magic of the live experience.

Speaking following the opening ceremony, Spark Ni, senior vice president and CMO of Vivo, said: “Along with football fans around the world, we’ve been eagerly awaiting the kick-off of the tournament. We are honoured to have partnered with UEFA to present the opening ceremony and excited to help connect fans around the world and be in the moment for the beautiful game. We look forward to capturing, sharing, and celebrating more together as the tournament unfolds.”

For those looking to get even closer to the action, Vivo recently launched a #vivoSuperTime initiative calling on fans to share their chants, cheers and applause for the opportunity to be featured in the UEFA EURO 2020 closing ceremony presented by Vivo fans who submit their videos and photos with the #vivoSuperTime hashtag on social media may be featured in an outstanding virtual display during the broadcast of the UEFA EURO 2020 closing ceremony taking place on July 11. Whether capturing and sharing the perfect fan selfies or energetic videos of cheers and applause, the ask is simple: Upload a photo or a video with the #vivoSuperTime hashtag to show your support for EURO 2020 and your favourite national team and players.

Paytm encourages Indians to get vaccinated with #GetShotGo campaign

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Team My Mobile
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Leading digital financial services platform Paytm has introduced a campaign to encourage Indians to get vaccinated. It has released a fun anthem #GetShotGo, in this regard, which will appeal to young Indians.

Paytm had recently launched vaccination finder and booking to its Vaccine Finder and Booking service on the app. Paytm users can now search, discover and also book their vaccination slots for both Covaxin and Covishield at the nearest centre through the Paytm app.

The service would help Indians seamlessly book vaccination slots and gain immunity, helping in fighting the ongoing pandemic.

In May, as vaccination opened for all in India, the company had launched Vaccine Finder on the app, with advanced filtering options that helped the user generate leads for vaccine booking, including information such as the type of vaccine available and the fee charged for it.

With the slot booking option now available on the app, users across the country can successfully complete their vaccination process.

TSSC partners CSC to train 1 lakh rural youth for the maintenance of BharatNet

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Team My Mobile
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Telecom Sector Skill Council (TSSC) has joined hands with Common Services Centers (CSC) to train 1 lakh CSC village level entrepreneurs and rural youth for the maintenance of optical fiber under BharatNet across the country. This will ensure availability of reliable Internet to citizens in rural areas, enabling their participation in digital governance and economy.

The training will be conducted through CSC Academy, the education and CSR wing of CSC, and will focus on acquiring knowledge about optical fiber applications, splicing of optical fiber, installation of optical fiber cables, and entrepreneurship and soft skills. Training will be imparted through an online mode with both self-paced modules as well as live classes. TSSC will provide certification to the trainees after an online assessment.

In July 2019, CSC was entrusted with the responsibility of Operation & Maintenance (O&M) of BharatNet optical fiber cable, First Line Maintenance (FLM) of equipment and providing last mile connectivity through Wi-Fi. Since then, Fiber Restoration Teams comprising more than 10,000 rural youth have been trained and mobilized for the BharatNet maintenance through CSC.

With the announcement by Prime Minister Narendra Modi to connect every village across the nation with optical fiber in the coming 1,000 days, CSC is gearing up to provide Fiber to the Home (FTTH) broadband Internet connectivity to all villages.

Arvind Bali, CEO, TSSC, said, “With a growing national interest in fiberisation, there has been an increase in demand for skills and jobs that are needed for this infrastructure and related services. It is our endeavor to support the government’s vision for a digitally connected nation and an ‘Atma Nirbhar’ Bharat. Fibersation is the backbone of digital infrastructure that is needed to drive this vision, particularly in the rural areas.”

Elaborating on the training, Sanjay Kumar Rakesh, CEO, CSC SPV, said, “Through this partnership, we plan to raise a pool of skilled VLEs and rural youth who will provide last-mile optical fiber connectivity across the country under the BharatNet programme. This will also generate employment opportunities in rural India and contribute towards Government’s mission of a self-reliant India.”

Alok Vardhan Chaturvedi, CEO, CSC Wi-Fi Choupal Services India, said, “CSC Wi-Fi Choupal has been entrusted with the maintenance of optical fiber in 1,18,121 Gram Panchayats across the country since 2019. As many as 10,000 VLEs and rural youth have been providing maintenance services across these GPs. With this partnership, we will be able to enhance the number of skilled workers for optical fiber maintenance, ensuring uninterrupted Internet connectivity in rural areas.”

Inbase Urban LYF Review: An elegant smartwatch with top-notch features to die for

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Team My Mobile
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At a time when ‘maintaining your fitness’ is the talk of the town as people now understand the importance of being healthy, Inbase is aiding this revolution with its strong portfolio of smartwatches, matching today’s fast-paced lifestyle. Although it’s into so many things in the digital accessories segment, Inbase particularly excels in the ‘smart wearables’ category, offering high-end features at an affordable price. The company’s recent launch, Urban LYF, priced at Rs 4,999, comes equipped with a host of health-tracking features, and a very unique ‘Bluetooth Calling’ facility, which is rare at this price point. Let’s get into the detail of this smartwatch to find out how worthy it is for you.

Design and Build

The Inbase Urban LYF smartwatch comes in three attractive colour combinations and easy swappable straps, and the one that I had for review is Jet Black case with Midnight Black band, which looks quite elegant on your wrist. It houses a big full touch HD display of 1.75 inches with a 240×240 screen resolution, giving a crystal clear and colourful display output. There’s a single-touch sensor through which every information about your daily health and fitness activities can be tracked and accessed through the device or the app (FunDo). The smartwatch offers a minimal bezel-less design with the polished, almost curved glass on display.

In terms of build quality, it feels solid yet lightweight in hand. The watch’s interchangeable silicone straps make it easy to personalise. The company has made it with quality materials, with the Urban LYF branding on the shiny metal buckle. Thanks to IP67 certification, the device is splash-and-waterproof and can be taken with you to any pool party or even light rain. It’s resistant to dust and stain, however, we cannot advise you to submerge it for too long, as it could be a risky step.

As it’s the case with all smartwatches, the Urban LYF too comes with a proprietary charger. The watch just needs to be docked with the charger to get its fuel.

Overall, the smartwatch gives you a premium feel with a great colour reproduction.

UI and Features

The all-new Urban wearable comes with a collection of inbuilt watch faces which you can customise as per your preference. You can even set images from your gallery as watch faces. There is a button on the right side that is used to power on and off. While on, it takes you to the home screen from wherever you are. The main screen displays the time, steps and heart rate. There is no lag while swiping across screens.

If we delve deeper into the smartwatch, it comes loaded with a number of smart features that are typically available on high-end wearables. The biggest wonder you’ll find is the SpO2 monitoring with sensors that can measure the oxygen level in your bloodstream. It helps to detect symptoms and to alert the user in cases of sleep apnea and breathing conditions. It’s also helpful in today’s time of COVID-19 pandemic where monitoring your oxygen level is essential. Other notable features included in this smartwatch are the Electro Cardiogram monitor and blood pressure monitor, which can help you take ECG readings and measure blood pressure in real-time. The heart rate sensor available in this device can also track your heart rate in real-time with close accurate readings.

Above all, one feature that makes this watch unique is that it comes with Bluetooth Calling, which allows you to make calls without pulling your smartphone out of your pocket. You can also answer calls directly on this device. The smartwatch comes with an ergonomically-designed dial pad, thanks to its large screen, which also hosts functions like an inbuilt calculator and a calendar.

Functionalities and Software

The Inbase Urban LYF is compatible with Android and iOS devices, and easily gets connected to your smartphone via Bluetooth 4.0. It vibrates to alert you of SMS, social media and other smartphone notifications. The trembling is worthily sound and you’ll not miss even a single message or call. It offers a decent range and you have a sufficient freedom to move around without your phone.

As soon as you sync it to your handset, the smartwatch gets access to your phone contacts, which is helpful in Bluetooth calling, as mentioned above. The watch also lets you to control the music on your phone and proves helpful when using it to click pictures. It also comes with the phone-tracking feature that is quite helpful in a situation when you have misplaced your handset.

Battery Life

The smartwatch offers a robust battery life of 7 days without calling, or say in the case of average use; whereas 2 days with the calling feature, or say in the case of continuous use. It comes with a standby time of overall 15 days, which is not bad.

Conclusion

The Inbase Urban LYF offers a great display, a sturdy and durable design, utmost comfort on the wrist, and accurate health-tracking statistics and SpO2 measurement. It looks quite decent and is elegant. Battery life is not bad. Bluetooth calling feature makes this device even more special. You can’t think of a better smartwatch than this at the given price.

IPL Non-Stop: Parimatch’s Simulated Reality League keeps the game going

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Team My Mobile
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On the back of IPL 2021 suspension, Parimatch International, a leading entertainment company, has added a Simulated Reality League to its list of sportsbook products, allowing Indian fans and bettors alike to keep the game going even when it’s not.

Indian Premier League 2021 season has been postponed by India’s Board for Control of Cricket after a string of COVID-19 positive cases were reported. To stand in solidarity with India as the wave rages, Parimatch International, the company operating under the brand Parimatch that is known for engaging fans during the IPL season not just respects BCCI’s decision but also finds ways to keep the followers engaged with their beloved sport through simulation gaming.

To recreate the real IPL magic and to take teams and stars on the field to their fans irrespective of the cancelled matches, Parimatch International launches new Simulated Reality League. The international bookmaker brand has leveraged best-in-class AI techniques, paired with insights from the world’s top cricket analysts, to create the Simulated Reality League – a place for all those bettors who love to crunch numbers, read the stats, and call games. This initiative not only offers an escape to fans even if the live games are closed due to the current circumstances but additionally, they can enjoy the high-stakes action of IPL. With exciting new bonuses for new users and up to Rs 12,000 in bonuses for active users and the ones that decide to return, there’s never been a better time to sign up.

“We’re saddened to see the way COVID-19 crisis surge has hit India and agree with BCCI’s decision to suspend IPL keeping everyone’s safety in mind. Having said that, we at Parimatch International also believe in ensuring that our fans are able to take their minds off the grim situation once in a while and hence, we are glad we can offer a momentary escape. We are happy that we are able to give our fans a chance to keep engaging with the IPL through Simulation Reality League,” said Dmitrity Belianin, CMO at Parimatch International.

“By presenting the #ParimatchPremierLeague to our users, we’ve managed to bridge the gap between the joy of sport and stay-at-home orders, letting them test their cricket wits and knowledge against one of the best machine learning algorithms in the business. We hope IPL fans enjoy it and pray we do it like old times once things are better in India,” added Belianin.

Parimatch’s Simulated Reality League lets fans and bettors catch up on upcoming matches, like the Delhi Capitals versus the Rajasthan Royals, entirely from the comfort of their own homes. This unique gaming platform provides a seamless experience with a simulation tuned with real-life stats, and both new, existing, and returning users can benefit from Parimatch International’s bonus system.

MPL Sports Foundation becomes Indian Olympic Association’s principal partner

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Team My Mobile
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MPL Sports Foundation, the community initiative of esports platform Mobile Premier League (MPL), has become the principal partner of the Indian Olympic Association (IOA).

Through this association, the foundation will be the principal partner for the Indian contingent at the Tokyo 2020 Olympics and the 2022 Commonwealth Games and Asian Games, said MPL in a statement.

Further, sports and athleisure brand MPL Sports was also named the official kit partner for the Indian contingents for both the 2022 events, it added.

“India has the potential to become a global sports superpower. One of our goals with MPL Sports Foundation is to democratise opportunities in sports and esports for our vastly talented youth. We are honoured to partner with IOA and hope that this will be a long-standing association. We look forward to working together to develop the future of sports in India,” said Sai Srinivas, Co-Founder and CEO, MPL.

This partnership with IOA, which manages the selection of athletes to represent India at the Olympics and other events, comes on the heels of the announcement of the first ever Olympic Virtual Series (OVS), organised by the International Olympic Committee (IOC), ahead of the Tokyo Olympics. Esports will also be a medal event at the 2022 Asian Games.

MPL Sports Foundation aims to raise awareness and transform the sports and esports landscape in India, by identifying athletes from all walks of life and providing them a platform to develop and showcase their skills.

A. Gururaj appointed as Optiemus Electronics Managing Director

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Team My Mobile
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Optiemus Infracom, a leading telecom enterprise, today appointed industry veteran A. Gururaj as the Managing Director of Optiemus Electronics, which is engaged in the business of manufacturing telecom products in India.

Gururaj has previously spearheaded some of the finest organizations and has also been advisor to the various state governments to promote the ESDM industry in India.

Ashok Kumar Gupta, Chairman, Optiemus Infracom, said, “The appointment of Mr Gururaj is a defining moment for the Optiemus group. As we envision participating aggressively in India’s electronics manufacturing growth story, we believe that Mr. Gururaj is the right leader to guide the group to new heights of success. We look forward to playing a major role in telecommunications and IT hardware manufacturing in India and we are confident that Gururaj’s able leadership and years of experience will immensely boost our team’s capabilities to deliver our objectives.”

A. Gururaj, MD, Optiemus Electronics, said, “Optiemus has a rich legacy of serving the industry with its dynamic approach. I am excited to be a part of Optiemus’s journey at a point when initiatives like PLI have potential to emerge as significant milestones in shaping the future of the Indian electronics manufacturing industry.”

Facebook partners ICC to bring exclusive content from India-New Zealand WTC final

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Team My Mobile
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As the inaugural edition of the ICC World Test Championship reaches its finale, with India and New Zealand going head-to-head from June 18 to June 22, cricket fans will be able to view engaging match recaps, in-play key moments and other match and exclusive video-on-demand content from ICC on Facebook Watch.

As the digital content partner for the International Cricket Council (ICC) in the region, Facebook continues to cater to the Indian subcontinent’s love for cricket, connecting millions of fans with their favourite match moments and sports icons. The engaging content format for this Test match will fuel the passion for the sport within the community by opening avenues for conversations and discussions, as well as providing fans the ability to share their favourite match moments with friends and family. The exclusive video-on-demand content will feature on ICC’s Facebook page.

Facebook Watch is built with the belief that watching video can help people to connect with each other more deeply. Facebook is constantly working towards building and enabling video experiences that connect people and cricket is an integral part of building the social viewing experience on the platform and bringing the community together.

Manish Chopra, Director and Head of Partnerships, Facebook India, said, “Our continuous endeavour is to bring people together on our platforms, to ignite conversations and build connections. Through our partnership with the ICC, we are focused on bringing the best-in-class and premium action to cricket fans across the subcontinent, on Facebook Watch.”

Anurag Dahiya, Chief Commercial Officer, ICC, said, “Our record-breaking growth in digital consumption across marquee ICC events in the recent past demonstrates the continued power of cricket to connect and engage more deeply with diverse audiences around the world. This partnership with Facebook for the inaugural WTC Final will only help deepen that engagement.”

The unprecedented growth of accessory business in India

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Team My Mobile
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India is one of the biggest and fastest-growing smartphone markets globally. With the adoption of smartphones by every segment of the society, rural or urban, consumers are now looking for wearable and mobile accessories alike as both of the segments just add to the overall experience of a smartphone. Armed with the mass population of the country that demands a high-quality experience, a number of new-age companies are pushing the bar by manufacturing world-class wearables and other accessories for consumers. True wireless stereo (TWS), Bluetooth neckbands, smartwatches, etc have become imperative must-haves for consumers across generations.

Interestingly, these wearable accessories have now become a fashion and lifestyle trend more than a necessity. Even the pandemic also could not stop this industry from breaking growth records. A techARC report revealed that over 8.4 million TWS devices worth approximately INR 2.432 crores were shipped across the national expanse during 2020. TWS has become an essential accessory for smartphone users across the nation, as India holds a sizable population of remote working operatives and on-the-go professionals. The sonic landscape has also revamped itself to improve the close-to-reality listening experience; a hallmark of cutting edge TWS devices. Interestingly, another report by Counterpoint Research established that the TWS market expanded by a jaw-dropping 641% year-on-year mark in the final quarter of 2020 while selling over 10 million pieces.

 

It has also been observed that a number of next-gen startups in the audio and listening space are churning cutting-edge TWS devices that have the potential to rival global bigwigs in the category. This catapulted a rise in consumers purchasing wearable devices made by Indian brands over multinational ones. In 2021, a number of Indian startups engaged in the wearable accessory space are likely to witness a stiff competition from international players. This means Indian companies must step up their game to remain toe-to-toe with their global competition and carve an indeterminate identity in the hearts of their consumers.

The marketing strategy of brands also changed significantly in the past few years, as the competition amongst homegrown and Chinese products increased, a number of homegrown brands embraced a low-pricing strategy and are even offering models at an introductory price for a limited time frame. A plethora of these companies are offering new launches at affordable price points and with better features like water resistance, ENC and USB Type-C.  Furthermore, a major push will be witnessed from the existing OEMs to strengthen their ‘Make in India’ capabilities and expand their product portfolios with the PLI scheme being extended to the Consumer Internet of Things (CIoT) category, which also comprises of wearables and hearables.

“Looking at the growing craze for innovative design and technology amongst Indian users, it is highly expected that a number of next-gen startups involved in the sound accessory space will enhance their manufacturing prospects in the coming years. The future, indeed, appears bright for the Indian sonic accessory ecosystem and music enthusiasts in the country”

However, for India to emerge as a veritable hub for electronics, it needs to focus on amplifying its system designing and manufacturing capabilities, whether producing TWS devices, or headphones, or any other wearable accessory. As India still suffers from a dearth of accessory production facilities, it will take some significant amount of time before India emerges as the largest wearable accessory producer in the world. Looking at the growing craze for innovative design and technology amongst Indian users, it is highly expected that a number of next-gen startups involved in the sound accessory space will enhance their manufacturing prospects in the coming years. The future, indeed, appears bright for the Indian sonic accessory ecosystem and music enthusiasts in the country.

The author, Pankaj Upadhyay, is Founder and CEO, Truke India.

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