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Meet the consumer tech startups behind the Make in India campaign

The Make in India campaign was launched in 2014 by the Government of India to encourage brands to manufacture, design and assemble products in India.

The idea is simple: create a favorable environment for developing modern infrastructure and attracting foreign investment.

To deal with Chinese brands flooding the Indian market, the government decided to launch it Atmanirbhar Bharatfollowed by a “Singing for Locals” Campaign to revitalize Indian brands. In 2020 Prime Minister Modi announced an economic package worth Rs 20 billion to make India a ‘self-sufficient’ nation.

Aside from supporting Make in India, it’s all about nurturing local brands and startups, supply chain and manufacturing to enable businesses to scale globally.

Many brands used the technology to create premium and high quality products. Digital marketing and an online presence mean that these are not just limited to Indian markets; They make in India for the world.

Here are some popular consumer tech brands committed to the Make in India campaign.

boat

Based in Delhi boat lifestyle, founded in 2016 by Sameer Mehta and Aman Gupta, is an audio player and wearables brand. It offers innovative, well-designed and distinctively fashionable lifestyle-oriented products.

BOAT Twin Wireless

BoAT’s product range includes earphones, speakers, headphones, smartwatches, rugged cables and travel chargers.

The startup’s goal is to bring durable, affordable and fashionable audio products and accessories to young people and millennials.

It sells products in Croma stores and on online marketplaces such as Amazon, Flipkart and Myntra.

Almost 15 percent of the products are made in India. The startup hopes to produce about 40 percent of its production volume on the domestic market by 2024. India and Vietnam will manufacture 50 percent of boAT’s products.

BoAT has worked with many celebrities as brand ambassadors including Kartik Aaryan, Diljit Dosanjh, Kiara Advani, Rashmika Mandanna and AP Dhillion among others.

In 2021, BoAT raised $100 million in an equity funding round from Warburg Pincus to focus on R&D, manufacturing in India and creating an ecosystem by collaborating with local manufacturers.

Noise

Gurugram based Noisefounded by Amit Khatri and Gaurav Khatri in 2018, is a technology-oriented consumer electronics brand that provides tech accessories.

Products include smart wearables, portable speakers, smartphone cases, Bluetooth headphones and more.

The startup develops products that aim to transform India’s perception of integrated devices. Around 25 percent of Noise’s products are made in India.

In 2021, Noise partnered with Optiemus Electronics to manufacture its products in India. By the end of 2022, the company wants to manufacture between 50 and 60 percent of its products in the country.

Components are imported from Vietnam, Taiwan, Europe and China and assembled in India. Parts like chargers and cables are made in India.

mewi

Hyderabad based mewifounded by Viswanadh Kandula and Midhula Devabhaktuni in 2016, specializes in the Audio Gadgets category.

Mivi SAXO Wireless Bluetooth Headphones

The product range extends from TWS (True Wireless Earphones) to speakers that meet audio requirements. It offers custom and designer cases, car accessories, chargers, cables, power banks, headphones and earbuds.

Mivi’s products are available on their own website and online marketplaces such as Flipkart, Amazon, Paytm, etc.

In 2021, Miivi established its own manufacturing facility in Hyderabad to produce locally and offer quality and affordable products while creating jobs.

VingaJoy

Based in Delhi VingaJoyfounded by Mandeep Arora and Lalit Arora in 2016, a UBON product, is a gadget accessory brand that caters to customers’ needs with advanced Japanese technology.

The startup trades in around 150 product categories and has more than 100 distributors across India. It offers products such as chargers, car accessories, bluetooth speakers, headphones, cables, care products and more.

VingaJoys The aim is to offer consumers of all sectors, industries and societies new innovations and technologies at competitive prices and in trendy styles. About 70 percent of its products are made in India

Its products are available on online marketplaces such as Amazon, Snapdeal, Flipkart and its own website. The startup has partnered with Jacqueline Fernandez as a brand ambassador.

Portronik

Based in Delhi Portronikfounded by Jasmeet Singh in 2010, is a consumer tech brand that sells a variety of devices including power banks, speakers, headphones, smart watches, USB hubs, chargers, and smart wearable devices, among others.

Harmonics Twins Mini (Image source: Portronics website)

Portronics focuses on quality, innovation and accessibility with a vision of transforming simple gadgets into an enriching lifestyle experience.

Its products are featured on online marketplaces such as Amazon, flip card, Myntraand its own website, as well as at offline retailers including Reliance Digital, D-Mart, Tata Croma and Vijay Sales.

The brand manufactures its products in India and China and aims to have 50 percent of its products manufactured in India by the end of 2022.

Edited by Teja Lele Desai

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