In an interview, Ashok Rajpal, Managing Director of Ambrane India, shared with TimesTech the brand’s roadmap to achieve ₹500 crore revenue by FY2025-26. He detailed how in-house manufacturing, global expansion, and deep Tier 2 and 3 market penetration are fueling Ambrane’s growth, while also highlighting the significance of ‘Vocal for Local’ and strategic investments in scaling up operations.
Read the full interview here:
TimesTech: Ambrane targets ₹500 crore revenue by 2025-26 with 30% YoY growth. What key strategies are driving this success?
Ashok: Having built a strong consumer affinity in the charging segment over the years, we’re now expanding into new categories to further leverage this trust.
We are also robustly backed by our in-house manufacturing that allows us control over the quality and pricing of the products while adhering to international standards, a factor contributing to our continued success. For us, expansion and growth is a continuous process and we are grateful to be able to utilise our strengths well.
TimesTech: With Ambrane selling ‘Made in India’ products in 17 countries, what’s your global expansion plan, and how can ‘Vocal for Local’ help?
Ashok: Venturing further into the global market requires a strategy. Instead of jumping headstraight, we want to understand the global market first, thoroughly. We believe it’s crucial to understand the consumers’ needs and preferences before we cater to them. Hence we are planning to attend international exhibitions that may help us in the same.
‘Vocal for Local’ by the Indian Government has been significant in uplifting the local manufacturing. This push for a self-reliant electronics ecosystem can create a more stable supply chain and shield us from the volatility of global trade.
In the long run, the skill training programs by the government can solve the issue of shortage of skilled manpower that often reduces the productivity that’s expected of a company like ours.
TimesTech: You dominate the power bank market with 30% share and aim for 100% localisation soon. How will this strengthen your position?
Ashok: As we grow, we want to strengthen our localisation and in-house manufacturing as well. We believe that these gradual steps will make India more accessible to high-tech mobile accessories.
We see in-house manufacturing as a way to serve Indian consumers with quality products that meet international standards, redefining the narrative for a ‘Made in India’ brand.
Our factories are carried by a skilled workforce, something we take immense pride in, and they continue to grow more efficiently with expert training.
Producing internally also saves us the trouble of unstable supply chains, something which would have been difficult if we were reliant on an outside source.
TimesTech: Ambrane is investing ₹100 crore in manufacturing. What impact will this have on production and growth?
Ashok: With a shift in geopolitical tensions, we can see India emerge as a global hub for mobile essentials and electronics manufacturing in the near future.
Through in-house production, we want to do our part in making the nation a powerhouse in this rapidly growing industry.
Since producing internally puts us in complete control over our pricing and quality, we don’t have to completely rely on imports which saves us both time and prices.
As we take our manufacturing a step further, we hope this will boost our growth in both brand and industry aspects.
TimesTech: How do you plan to expand direct sales and distribution in Tier 2 and Tier 3 cities?
Ashok: For any local player, it is crucial to cater to a nationwide audience first. Being primarily an e-commerce brand, our recent endeavours to blend into the local market have been successful through the support of local vendors and retailers. We routinely maintain this mutually beneficial relation by providing them additional support every step of the way.
As far as small towns and non-metropolitan cities are concerned, we understand that catering to them requires a different approach since their market is entirely different from the bigger cities. Curating a product range unique to their needs in terms of prices and product features.
TimesTech: As a first-gen entrepreneur, what challenges did you face scaling Ambrane, and what advice do you have for new business leaders?
Ashok: It’s true that beginning with this journey in 2012 had challenges of its own. The category awareness for powerbanks was low, and making a mark in a market is difficult if the audience lacks awareness of the product itself.
We struggled with marketing our products and waited until the consumers were truly ready for Ambrane. If I had to give any advice to the newcomers, it’d be to not overspend on marketing and rather, maintain a balance between the product quality and its marketing. If your product is not up to the mark or how it’s advertised, the outcome wouldn’t only affect the sales but can very well taint your brand.
