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Tuesday, 15 Jan 2019
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Mr Ashok Rajpal, MD of Ambrane India shares journey and future plans of the company

Ambrane

 

1. Tell us about your entrepreneurial journey as the founder of Ambrane India.

It is true that investment in every business should be done thoughtfully and smartly even if it is a small amount and for Ambrane the ticket size was not more than Rs 10 lakhs. With an investment of only Rs 10 lakhs in the year 2012, and followed by several developments, today we stand at a turnover of over Rs 100 crore. Ambrane in a very short span of time has built its own success story especially in the Market where Power Banks were not well known, we have become no. 1 in the category and also have become a synonym to being the Industry players. We started this organisation with the core mission to bring innovative products that enhances the lifestyle of the consumer with gadgetry and digital products, which also led to the beginning of our journey to be the Best innovative product in 2012  ‘Power bank and Tablets’.

Like every other brand, we too had the set of challenges. Our initial challenges have been towards operations and also Manufacturing perspective. For instance, unskilled Manpower to work in the unit, unavailability of raw materials for production or sub-standard quality, even technology becomes a challenge in India in terms of machinery and their spare parts however over a period of time, we have fought against these and are outgrowing.

The underlined of the IT market remains, the market never goes off demand or off the trend, it always asks for something more and innovative. Understanding the mind-set and the trends, Ambrane India is defined by the latest in technology at the best prices.

2. What is the thought behind the name ‘Ambrane India’?

Ambrane is not just a word. It clearly defines (while we are putting together our tagline ’Technology in your life')  our inclination to develop technology to bring comfort to your life. Ambrane is an energetic brand that believes in serving its customers incessantly and likewise, it has derived its name from the Greek word Ambrosius that means ‘Immortal’ which is synonyms to the functionality of our power banks.

3. What kind of support you provide to your channel partners?

Overall, we are quite grateful that we are working in this age when e-commerce is on high boom. We highly rate contribution of our online partners – Flipkart, Amazon, Snapdeal, PayTm and others for our success. They have really supported us in getting to the position where we are today.

For our offline partner we are now providing various marketing support to showcase complete product range in retail shops as well we are working with them to create specific products for their customer based on their inputs and help them grow in their Business. Also, we support them by including their branding in our all our marketing activities.

4. Currently, what is your market share and what is your target for the next two years?
 
We are having over 20 percent share in the power bank market. In coming two years our target is to reach upto 25 percent of the market share. To boost service support - currently we have more than 500 service centers all across India and our target is to build 1000 service point by end of next year. Also along with the offline service, online service too remains our key focus area as we are also a very strong online brand.

5. What were the challenges/hardships you had to overcome as a hardware product-based business in India?

Like every other brand, we too had the set of challenges. Our initial challenges has been towards operations and also Manufacturing perspective. For instance unskilled Manpower to work in the unit, unavailability of raw materials for production or sub-standard quality, even technology becomes a challenge in India in terms of machineries and their spare parts however over a period of time, we have fought against these and are outgrowing.

6. From the current turnover of Rs 100 crore, where do you see Ambrane India by 2020?

Ambrane as a brand is established on the grounds with minimal investment of just Rs 10 lakh. And today we have reached the Rs 100 crore revenue. Viewing our consistent progress, we aim to reach at least Rs 250 crore in 2020. Nevertheless, on the basis of new products being constantly added to our portfolio, aggressive Marketing Campaigns, strong customer loyalty the brand is set to achieve new heights.

 
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