A leading electronics company, Ambrane India Pvt. Ltd. is focused on providing quality and innovative products in mobile accessories category. In a conversation with the Managing Director – Ashok Rajpal, talks about the core strengths, along with explaining the current trends and a piece of advice for the budding entrepreneur. As the company has set the right trajectory of growth and advancement for the future; let’s take an overview on an Interview with Ashok Rajpal.
- Kindly brief us about the inception story of Ambrane India?
The brand started its journey in India in the Year 2012. In the early days, we would import the products, however seeing the future markets and understanding the growing needs we established our own Manufacturing unit in the Year 2014. With this, we started our journey with an extensive portfolio of IT Accessories which includes Power Banks, Speakers, and Tablets. Today, the brand has achieved a significant hold in the Market and has sold over 7 million products at Pan India level till date.
- Kindly talk about the journey of the CEO/Founder and his/her initial days, success stories, and challenges.
We started off in the time period when no one understood the product ‘Power Banks’. The resistance was not towards the Brand. It was on the product …we had to grow the Market coz we knew the future outlook and we wanted to have the first mover advantage. The time period was extremely challenging, but we did reap max benefits from it. Also, being the first Indian Brand to establish a Manufacturing unit for Mobile Accessories, established a new benchmark in the industry. The journey for us has been exciting…and promising. Today we are No. 1 Brand in the Power Bank category.
- What kind of ethics, principles, and manner of working does he/she observe while running the business?
For Ashok Rajpal, Discipline in business plays a very imp role. He strongly believes that it is necessary to instill a disciplining program in every business big or small, in order to move forward. An effective formula will help improve workplace performance, provide a safe and honest environment conducive to production. Discipline not only encourages appropriate behaviour but also brings efficiency to the organization.
- Share with us the accomplishments and achievements of him/her and the company’s achievements under his/her leadership.
The brand has been recognized today as no.1 Power Bank Brand in India. In a very short span of time, we have served over 10 Million+ Customers at Pan India Level and crossed the 100 cr benchmark. Apart from this, we were also one of the first brands in India to set the Manufacturing unit, even before Make in India momentum begun in India. Today, we have introduced over 100+ products (SKUS) across categories. All these achievements have helped the brand to elevate to the next level.
- Please tell us about the services you provide that make the brand unique in the mid of cutthroat competition.
Our strength remains “Make in India”. We are unlike those who simply assemble the products. We have built products, tailor-made to the needs of the market. Price is again another key element; Ambrane products bring the new technology to users with several first timers in India. Being the leaders in the Power Bank, we dominate the market with 15% – 20% of the category. In terms of what makes us unique – Unique after sales service that strengthens consumer Trust towards our products, our Easy Replacement Policies have helped us establish a positive voice against the competitors. Apart from this, we are backed up with 400+ service center across India to serve our customers to the fullest.
- State us about the most memorable and remarkable moment of your life.
One of the most remarkable moments for me was setting up the Manufacturing unit for (Ambrane) Power Banks in India. We were the first ones in the sector to take such a huge step. The Memories of the first machine rolling is still fresh, one of the key milestones for the brand, making us move forward.
- Where do you see yourself and the company in the future? Or, what is your goal to mark the uniqueness in the future?
In future, Ambrane shall see the transition from mere Mobile Accessories to smart products (IOT and AI-Based) the evolution of products into intelligent connected devices, increasingly embedded in the broader systems, shall reshape Ambrane’s future. We aim to establish our firm presence in Audio, IOT and smart devices category. We have already started working on the products, and have invested in R&D/ Technology in developing and execution. We strongly believe our USP shall be being among the early entrants which shall help us to establish a chord with the consumers. Our ultimate goal is to build an indigenous electronics brand that makes all products in India.
- If you had one piece of advice to someone just starting out, what would it be?
‘Take Action’ – my mantra! The world is full of great ideas, but success only comes through action. The easiest way to get started is to quit talking and start doing. That’s true for success in every role and field. Other than this, one should have clear goals, – Set Goals, and remind yourself each day to walk closer towards it.
- What is the one thing that is acting as your motivational tool? Or, who is your role model and how the person inspires and motivates you?
My inspiration has been the well very known and respected Industrialist, Mr. Ratan Tata. His attention to people and to details, his graciousness, humility, sense of calm as well as his intellect and ability to think rationally has always inspired me to no end. The Brand Value he has created for ‘Tata Group’ is a Case study in itself.
- Share your views on the current business scenario in India.
India is poised to become the world’s fastest-growing major economy. New brands come up every day leading to tough competition among all sectors. India has seen considerable growth in Mobile Accessories Market in India and Wireless technologies shall now define the future. Manufacturers are investing heavily in R&D focussing on developing innovative technology against the competition. The future can bring many positive changes in the Indian wireless industry. There is a huge probability that the wireless technological standards of the Indian market will match the international standards in the shortest period of time.
Apart from this, GST has boost competitiveness and performance in India’s manufacturing sector. Multiple indirect taxes had also increased the administrative costs for manufacturers and distributors and with GST in place, the compliance burden has eased and this sector will grow more strongly. Furthermore, make in India shall be the strongest road map to respond to global challenges through preparations for world-class manufacturing status. Overall the ease of doing business with government support shall smoothen the existing ecosystem in India.
