Elista, led by CEO Pawan Kumar, has swiftly risen in the consumer electronics sector by embracing the ‘Make in India’ initiative. In this exclusive interview with TimesTech, Kumar discusses Elista’s journey, their commitment to innovation and sustainability, expansion into global markets, and strategies for success in India’s Tier 2 and Tier 3 markets.
Read the full interview here:
TimesTech: Elista has embraced the ‘Make in India’ initiative and has seen remarkable growth in a short time. Could you share Elista’s journey in contributing to Atmanirbhar Bharat and the significance of your second MoU with the Government of Andhra Pradesh?
Pawan: The ‘Make in India’ initiative has played a pivotal role in defining Elista’s journey, inspiring us to develop advanced, cost-effective technology solutions for Indian consumers. By focusing on domestic production and reducing dependence on imports, we aim to provide cutting-edge technology that is accessible to all, ensuring affordability without compromising on quality. This approach is a testament to our commitment to nurturing local talent and supporting the nation’s economic growth.
Our second MoU with the Government of Andhra Pradesh is an exciting milestone as we work towards expanding our ‘Make in India’ vision with two state-of-the-art manufacturing plants in Kadapa, Andhra Pradesh, targeting an annual production of 1,000,000 TVs and 1,000,000 LED monitors. The partnership embodies our ambition to produce innovative products locally, not only for the Indian market but for the global stage. It highlights our dedication to regional progress, positioning Indian-made technology as a competitive force worldwide, and advancing the Atmanirbhar Bharat mission.
TimesTech: Elista is expanding into international markets, including the UAE and CIS countries. What strategies are in place to position Elista as a global leader while maintaining its ‘Make in India’ ethos?
Pawan: As Elista expands into international markets such as the UAE and CIS countries, we remain committed to our core philosophy of ‘Make in India for the world,’ positioning our products as a symbol of Indian quality and craftsmanship. This dedication has already helped us establish a presence in 18 countries, reinforcing our identity as a reliable and innovative brand globally.
To strengthen our global presence, we are forming strategic partnerships with local distributors, tailoring our marketing efforts to reflect the cultural and economic nuances of each region, and investing in market research to understand local trends. This approach ensures that while we adapt to specific market needs, we maintain a consistent brand identity. By resonating with international consumers while staying true to our Indian roots, Elista is well-positioned to establish a unified global footprint and grow as a trusted leader in the electronics space.
TimesTech: Elista’s product portfolio ranges from LED TVs to mobile accessories. How does Elista continue to innovate and offer value-for-money products, especially in the highly competitive consumer electronics industry?
Pawan: Innovation and delivering value-for-money are central to Elista’s philosophy. We consistently invest in research and development to ensure our products incorporate the latest technology while remaining budget-friendly. By prioritizing efficient manufacturing, sourcing top-quality components, and keeping a pulse on consumer needs, we create feature-rich products that balance quality and affordability. This commitment helps us stay ahead of the competition, providing customers with advanced technology at accessible prices without compromising on quality.
TimesTech: Tier 2 and Tier 3 markets have been key to Elista’s success. How do you tailor your marketing and product strategies to meet the unique needs of these markets?
Pawan: Elista’s success in Tier 2 and Tier 3 markets stems from our deep understanding of these regions’ unique preferences, where value for money is crucial without compromising quality. We tailor our products to meet these needs, ensuring affordability while offering modern features. Our marketing strategy is a balanced mix of both online and offline approaches. Offline, we work with over 20,000 retail outlets and a network of 400+ distributors across India, allowing us to reach consumers where they prefer to shop. Online, we are present on major platforms like Flipkart and Amazon, ensuring convenience for those who prefer digital channels.
We also focus on localized marketing efforts, including regional language campaigns and collaborating with local influencers, to build trust and establish strong community connections. This comprehensive approach helps us provide excellent value while building a strong presence in these crucial markets.
TimesTech: Sustainability is becoming a major focus for many brands. How is Elista addressing environmental concerns, particularly through your manufacturing processes and product design?
Pawan: At Elista, sustainability is a key priority as we work towards minimizing our environmental footprint through innovative product design. We focus on creating durable, recyclable, and energy-efficient products that contribute to reducing the overall carbon impact throughout their lifecycle. Our latest air conditioners and refrigerators embody our eco-conscious approach, with superior energy ratings and the use of R32 refrigerant to lower both electricity consumption and environmental impact. We actively explore sustainable packaging solutions to cut down on waste, underscoring our ongoing commitment to being an environmentally conscious brand. By embedding sustainability into our product development, Elista is committed to becoming a brand that champions a greener, more responsible future.
TimesTech: What are the major challenges you face in the consumer durables sector, and how is Elista turning these challenges into opportunities to capture more market share?
Pawan: The consumer durables sector is constantly evolving, with shifting consumer preferences and rapid technological advancements creating an increasingly competitive landscape. One of the key challenges is balancing innovation with affordability. At Elista, we proactively address these shifts by investing in R&D and ensuring that our product offerings remain aligned with market trends. This enables us to stay ahead of the curve while still delivering cost-effective solutions.
We also turn these challenges into opportunities by closely engaging with our customers, gathering feedback to refine our products, and leveraging our expansive distribution network. Additionally, our strong focus on after-sales service and customer support enhances the overall experience, fostering brand loyalty. By offering premium features at affordable prices, we meet a diverse range of consumer needs, helping Elista not only retain but grow its market share in a highly competitive sector.
