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In Conversations with Puneet Gupta, Business Head, Flix

Puneet Guptam, Business Head, Flix, shared some insights about the vision of the brand and the future plans. Here is the interview.

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Boudhaditya Sanyal
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Flix

Flix is a growing tech accessory company. The company has come out with some promising products till now like TWS earphones. We had a conversation with Puneet Gupta, Business Head, Flix about the company's vision.

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How did the idea of Flix come to existence, and what was the motivation behind it?

The over US$ 5 Bn Indian mobile accessories market is currently saturated with the fly by night operators & the much-entrenched foreign players. Overall, the market is primarily driven by low-cost imports that fail to meet consumer aspirations both in terms of technology and quality. Seeing the vacuum of quality products, we decided to enter the Indian Markets with Flix. Flix is taking a fresh and broader approach to creating an opportunity for delivering value products in this market. We understand the pulse of the Indian consumers and are using it to our advantage. Our parent company Beetel has over three decades of experience that provides us with trade knowledge and technical know-how of the dynamic marketplace. At Flix, we aim to redefine the lifestyle accessories segment by bridging the gap between quality and affordability, offering superior products at the most prudent prices.

How is the brand planning on competing with other tech giants in the market?

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Among the many tech giants present in India, we are not competing with any of them; instead, we create our niche segment. The biggest differentiator for us is the three decades' worth of experience that helps us understand the pulse of Indian consumers. In addition, the deep trade knowledge backed by the technical know-how of the mobile accessories space builds a stronger foothold for us. Flix is not just a consumer electronics company but a lifestyle brand. We are building a new range of lifestyle products that sync with the need of GenX and the millennials. The product portfolio is tech-savvy, with a crucial focus on style and durability.

What is the consumer base that the brand wants to target? Budget, mid-range or high-end?

In a country like India, the demographics change after every 100 km. To tackle that, an omnichannel approach is best suited for these dynamics. We expect 60% of our revenues to drive from offline space, including Modern and General Trade, while the remaining 40% from online channels. We already have strong relations with e-commerce giants – Amazon and Flipkart. In terms of target, our expansion plan is slightly contrarian, which shall work to our benefit. Most brands focus heavily on the digital sales segment, with over 65% of their revenues from online platforms. This leaves much room for us, especially in the general trade segment. We aim to take advantage of this situation and cash in on this opportunity. By next year we target to reach more than 10,000 retailers in the offline channel, which will help us to establish our pan – India network.

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What are some future plans for the brand?

Flix aims to meet the changing needs of a traditional market by delivering exclusive solutions. Our strategy is to provide the right quality products in the right quantity at the right touchpoints. To meet the growing demand for our products, we are increasing our production capacity and filling the loopholes created due to suspended production and disrupted supply chain by Covid19. With the smartphone sales rising to a peak and the preferences for home entertainment products increasing, we can only see an upwards growth for our products.

How much do feedback and reviews matter to the company when it comes from customers who have used the product?

Customer feedback matters a lot to us. Being a new brand in the market, it’s a powerful guide with crucial insights that chart a path forward for us. For any brand, it’s essential to know what the customer feels about their purchase. Be it a positive or negative take on our products; we are ready to listen and consider!

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