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Premium audio system brand Edifier to focus on digital to make inroads in India

The US-based brand hopes to make a mark in India's overcrowded speaker and audio systems market through social media and word of mouth. The brand has lined up 20 product launches across various categories to target the youth through e-commerce and retail presence in tier one and two cities.

Edifier, the designer and manufacturer of premium audio systems, is looking to expand its footprint in India as the brand plans to launch more than 20 products in the price range of 3K and 30K.

The brand plans to use digital to reach out to its targeted consumer base, which is mostly millennials. To make the products available, Edifier will mostly use e-commerce channels but will also have a strong retail presence across 100 stores in tier one and two cities.

Established in 1996, the brand enjoys a decent share in markets such as USA and Europe, and has assigned Mumbai-based DV Technologies as the distributor for India.

In an interaction with BestMediaInfo.com, Tanzeem Shaikh, Co-Founder and Director of DV Technologies, said the brand is very confident of the RMA (return merchandise authorisation) ratio of the products along with the fact that there is not even a percentage of rejection of the products in the Indian market. 

As the year has just begun for Edifier, the brand is planning to launch wireless headphones, gaming products like headphones, speakers in the coming months. “We will first create a good market in India and then think of other launches. Edifier is much into entry-level products for the Indian market. We need to compete with the other products also without compromising on the quality part. In 2019, more than 20 models will be added in the basket,” he said.

The brand is targeting to go with more than 100 stores by the end of 2019. Currently available at a few Croma, Vijay Sales, Reliance Digital stores, the brand is largely promoting itself online and is available on e-commerce websites like Flipkart, Amazon and its own.

Though the brand is targeting the whole market, it sees more potential in south India.

On why the brand is refraining itself from using traditional mediums, Shaikh said, “The speaker market is more into mouth publicity and quality products. People who use speakers are very much conscious of the quality. We won’t go for traditional as of now. Our mission is to reach the masses in tier one and two cities and make Edifier easily available to them.”

The brand is also using social media for mouth publicity, engagement and running promotions online.

Having worked with other audio system brands before, Shaikh said as a distributor, the company is confident about Edifier because of its quality products, the reviews it is getting and the growth it has witnessed in a short period of time.

He said, “Every month Edifier is able to sell 1,000 products online. It is a premium brand. It is just at its initial stage and we have good hopes. The brand is ready to spend as per market requirement.”

For an international brand to woo domestic customers of a market like India, which in itself is so diversified, makes it more challenging for a brand to offer products to a different set of consumers.

“Edifier is popular among youth, because of the trendy classy products. Our major audience is youth. In India, the culture is changing. People are moving towards more quality products. They know the brands. We have good expectations from the Indian youth,” said Shaikh.


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