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We Aim To Be Among Top Three IT Peripherals By 2015: Envent
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Envent WorldWide is focusing on quality and affordability to ensure its place among the top three IT and telecom accessories brand in India by 2015.
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Friday, May 25, 2012:
Envent WorldWide forayed into the Indian market in 2011 and in a very short span of time has come up with a huge range of products. It has its entire range of IT peripherals, smartphone accessories and lifestyle products in its kitty. Moreover, the company will soon be bringing many more products under different categories at an affordable price. It is also mulling over expanding its business to other countries with its environment-friendly products. We spoke to Sandeep Ramani, COO, Envent WorldWide Pvt Ltd to know about the company's upcoming products and business strategies that it plans to follow in order to take the company to new heights.
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How has the journey been for Envent WorldWide since 2011?
We started Envent Worldwide because we wanted to be the game changer and now we look forward to take it to a global level. The journey has been pretty good and motivating because there is a huge potential in the kind of products we have been in. We are currently working in three verticals--one is IT, in which there are basically laptop and desktop peripherals, which include keyboards, mouse, webcam, headsets and then we are operating in consumer electronics and telecom accessories that include accessories for Apple and BlackBerry along with other generic mobile accessories. We also have a range of lifestyle products and we will soon be launching various new psychological products in that segment.
These products will probably be very new to Indian customers, like digital cameras that are specifically for kids as we all have very expensive cameras, which kids could drop or mishandle. These cameras would be priced around Rs 1,899 or Rs 1,999. This is just an example of the new lifestyle category we are operating in. We also have portable alcohol analyser, which will come in a key range. Envent will be launching portable gadgets that are affordable.
When do you plan to come up with this new portable range of products?
We will probably be launching them soon, in this quarter itself.
What is your position globally?
We had started in India and very soon we will be expanding to Bangladesh and Nepal. Our company is already there in China and Sri Lanka, where we will be announcing distribution partners very soon. As of now, we are only focusing on Asian countries.
What are your growth plans in context of your products?
We have already launched keyboards, mouse, headphones, webcams and we have received a tremendous response. Now we have launched our telecom accessories as well, especially for Apple and BlackBerry smartphones. Very soon our customers will be seeing an entire range of Bluetooth devices from our company. These won't be general Bluetooth headsets that are available in the market. We actually believe in innovation and hence we have come up with a Bluetooth device that can be paired up with other two devices at the same time. Also, it will provide a battery backup of up to six hours and will be quite affordable.
When can we see these Bluetooth devices in the market?
We have already given it to our distributors and the material is in transit. You can soon find it in the market.
There is so much of competition in the IT products and mobile accessories segment and Envent is still a young company. How do you plan to make your own space despite all the competition?
We do have competition in the verticals we are operating in and we are highly concentrating on the product quality and its affordability. So I believe that the positioning of our brand would be at par with the premium brands, especially when we talk about IT and telecom accessories. By default we have taken up a conscious decision that all our products will be CE, FCC and RoHS certified. There are only a few companies that are concentrating in such areas. Even though it is not mandatory in India but our products will be at par with the global brands. If you talk about RoHS, it is mandatory in Europe while CE and FCC are mandatory in most parts of America. So we have taken a conscious decision that will be launching only green products with the CE, FCC and RoHS certification. We have got very good response from the channel market as we already have our IT products out there in the market. We have also received a great response from the customer's end through our Facebook page.
Where do you see Envent WorldWide after a few years?
We want to be among top three IT and telecom accessories brand in India by 2015. In the current financial year, we are targeting Rs 250 million. Looking forward, we aim to have a positive growth year by year.
Do you have any manufacturing unit in India as Envent is an India-based company?
We do not have any manufacturing unit in India. We do contract manufacturing in China, Taiwan and South Korea. Our company has roped in A-class factories as our products have to be CE, FCC and RoHS certified. So we are teaming up only with companies, which are fully quipped and have the necessary certifications. We have signed MOUs with those companies where we are doing contract manufacturing. We also have our strong R&D team in corporate headquarters in Delhi who are also involved in designing of the product. It is a long-term plan and involves a long-term strategy. We might come up with a manufacturing facility in India in future. But a lot depends on government policies and there are lots of parameters to be considered and it will be based on the economical scale.
What is the distribution model of Envent?
We are going in for regional distributors. So currently it is being distributed in east west and south by Venktron Digital Systems and in north the IT part is being distributed by exclusive systems and the telecom part is distributed by Sangee Communication. This is the basic distribution model that we follow.
Are you looking forward to come out with smartphones or tablets in near future?
Apparently we don't intend to do so but yes moving forward, we will decide internally into the management. Currently we are only into accessories.
What kind of strategies do you plan to adopt to boost market shares in India?
We are closely working with the telecom companies and just to give you an example, iPad 3 has been launched in India and probably in next 15 days we will have the iPad 3 accessories on shelves. It will not be the run for usual accessories. It will be something new to the Indian customers and technologically advanced as well. We will be entering few more verticals but it would be too early to discuss it at this point of time as we are focussing on current verticals for now. Once we are established, we will be adding up new products in all these verticals.
Are your product available on e-commerce websites?
Our products are there on few e-commerce websites. We have a few prominent websites and soon we will be on e-retail stores like Flipkart and Indiatimes as well.
Binni Rawat, EFYTIMES News Network
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