Neil Banerjee
It was not a cakewalk for Ashok Rajpal when he embarked on his entrepreneurial journey back in 2012. Tough and daunting challenges stared him in the face as he ventured into the electronics realm.
But Rajpal’s vision was crystal clear: to provide cutting-edge technology products to Indian consumers. That’s how Ambrane India took shape. Since its inception, the company has grown exponentially, and has established itself as one of the leading players in computer peripherals, mobile accessories, wearables, and power banks.
Rajpal says, “The key challenges revolved around fierce competition, market volatility, and changing consumer preferences.”
However, he devised a multi-faceted strategy to overcome these challenges. He focused on innovation, building strong relationships with his customers and adopting a flexible and adaptive approach towards his business.
Rajpal underlines, “Our success can be attributed to several key factors. We have focused on innovation, constantly introducing new and feature-rich products to cater to the evolving needs of consumers. With a customer-centric approach, we seek feedback and incorporate it into the product development process. To ensure accessibility and widespread reach, we have built a strong distribution network, partnering with leading e-commerce platforms, retail chains, and distributors.”
Ambrane’s popularity has reached dizzying heights in just one decade. It has earned the trust of customers and its commitment to research and development is unparalleled. Today, Ambrane is No. 2 in the power bank industry and that’s no mean feat.
Success of power bank
Ambrane’s first breakthrough product that propelled its growth and success was the power bank. What set this product apart was the company’s pioneering role in manufacturing power banks within India.
Rajpal says, “At the time of our entry into the market, power banks were gaining traction globally, but there was a gap in the Indian market. Recognising this opportunity, we became the first to produce power banks domestically, enabling us to swiftly meet the surging demand for portable charging solutions. This allowed us to not only offer reliable power banks but to also capitalise on the sudden rise in demand, thereby establishing Ambrane as a trailblazer in the industry. Our strategic decision to manufacture power banks in India proved to be a game-changer, both for the brand and for the consumers who were seeking convenient and accessible charging solutions.”
What has made Ambrane’s power banks stand out?
Rajpal points out, “We have consistently focused on product innovation to differentiate our power banks from our competitors’. We have developed power banks with unique features, designs, and capacities that cater to specific customer needs. Furthermore, we have focused on offering competitive prices to attract a broader customer base. Our commitment to providing durable and long-lasting power banks has contributed to positive word-of-mouth and repeat business.”
Blending quality with affordability
Striking a balance between quality and affordability is not easy. But Ambrane has shown that it can be done by offering high-quality products at affordable prices. How does it do it?
Rajpal says, “It’s achieved through our focus on innovation, cost optimisation and operational excellence. We invest heavily in research and development to create innovative products that meet customers’ needs while keeping costs low. Additionally, our rigorous quality control process ensures that all our products meet the highest quality standards.”
An environment where innovation thrives, quality is non-negotiable, and the pursuit of excellence is encouraged, is ingrained in the company’s DNA.
After-sales service
Ambrane has a wide range of products, including smartwatches, smart glasses, power banks, cables, chargers, TWS, Bluetooth earphones, and more. In fact, the company is not just a prominent player in the electronics industry, it also prides itself on being one of the best after-sales service providers.
Rajpal says, “Exceptional customer service and support are crucial for building customer loyalty and maintaining a positive brand reputation. Our vast network of service centres, online customer support, and robust warranty and repair policy demonstrate our commitment to customer satisfaction.”
Ambrane has over 400 service centres spread across India which ensure that customers can easily access support and assistance. Its customer support team is highly trained and knowledgeable, ensuring that customers receive prompt and accurate assistance.
Network and reach
Ambrane’s products are widely available through a diverse distribution network that includes major retail outlets and prominent online platforms such as Flipkart and Amazon.
Rajpal explains, “Our strategic partnerships with electronics retail chains like Reliance Digital and Croma, along with our collaborations with online marketplaces, have contributed to our strong presence across India. We also maintain a direct-to-consumer approach through our own e-commerce platform, enabling personalised shopping experiences and direct customer interactions. This comprehensive strategy, encompassing both physical and digital channels, ensures that we reach a broad spectrum of customers while maintaining consistent quality and accessibility throughout our network.”
How tie-ups help
The company has collaborated with leading e-commerce portals and retail stores, including Reliance Digital, Croma, Spencer’s, Vijay Sales, Sangeeta Mobile, Walmart, etc. How do these alliances contribute to the company’s growth and increase its accessibility to customers?
Rajpal says, “We were one of the first online-only brands in India and have seen strong success and traction from our customers. These tie-ups have contributed significantly to our growth. They have ensured a wider audience for us, allowing us to tap into new markets and customer segments, which, in turn, has built stronger brand visibility and brand loyalty for Ambrane. Overall, this strategy has helped us to maintain a strong presence in the market and to continue to grow our customer base. The brand has capitalised on the benefits of increased accessibility, brand visibility, and customer loyalty for sustained growth in the competitive technology market.”
Trends and technology
How is Ambrane adapting to stay ahead in a dynamic environment where technology is growing by leaps and bounds?
A confident Rajpal says, “Technology is constantly evolving. Some of the current trends in the industry include the increasing use of artificial intelligence and machine learning, the rise of the Internet of Things and the growing demand for cloud-based services and solutions. These trends present both opportunities and challenges for the businesses in the industry. Keeping up with the latest technologies, best practices, and industry standards is essential for staying ahead of the competition and for delivering innovative solutions to customers’ evolving needs. Fostering a culture of innovation and agility will enable businesses to respond quickly to market changes and capitalise on emerging opportunities.”
Expansion plans
Ambrane is on a roll and the sky is the limit for it. The company is future wise and has a clear-cut strategy.
Rajpal contends, “Our expansion strategy involves comprehensive market research and fostering strong local partnerships, ensuring our products remain affordable even as we extend our global reach. This multifaceted approach has played a pivotal role in propelling Ambrane’s growth and prominence within the technology industry, all while delivering cost-effective solutions to modern India.”
Rajpal is on the right track. However, although he invests most of his time in buoying up his business, he also squeezes out time to unwind. He finds immense joy and relaxation in indulging in his passion for football.
“Striking a balance between my adventurous spirit and love for travel, and my responsibilities is of utmost importance to me. Whether I’m strategizing for the company or navigating the football field, I end up learning valuable lessons in teamwork, determination, and adaptability. Football fuels my energy, while my commitment to Ambrane fuels my drive. It’s a dynamic combination that propels me to pursue excellence in all aspects of my life,” Rajpal enthuses as he signs off.
