On Udaan network, local mobile accessory brands take wings in 'Bharat'

At a time when India is aiming to become a global electronics hub, an increasing number of local mobile accessory brands are scaling up initiatives to tap the country’s hinterlands. 

Local mobile accessory brands -- such as Dvaio, pTron, and Bolte -- are joining business-to-business e-commerce company Udaan’s network to reach over 3 million retailers across 12,000 pin codes. These brands are witnessing the bulk of demand for their products in towns and small cities.

“We are working towards empowering small businesses of ‘Bharat’ to scale up and grow with the help of technology,” said Krishna Goenka, finance head, discretionary categories and supply chain, Udaan. “We have built capabilities to solve challenges of these small businesses and manufacturers that are very local in nature.” 

An increase in mobile phone users and the proliferation in the number of social media users are giving a boost to the mobile accessory market. As of 2022, thus far, the number of social media network users in India has reached more than 500 million. This is expected to reach more than 1 billion by 2040. Mobile accessory makers are estimated to garner a significant chunk of this market by the end of 2031 by growing at a CAGR of about 10 per cent, according to a report published by Research Nester. 

The mobile accessories market is currently pegged at $4 billion and is expected to grow to around $7 billion by 2024, according to analysts.

One of the mobile accessory brands eyeing this market is Delhi-based Dvaio. Using Udaan’s network extensively, Dvaio has managed to grow its buyer base by more than 200 per cent and expanded to over 700 cities.

Dvaio’s revenue grew from Rs 30 lakh per month to Rs 1.5 crore per month on the Udaan platform in the last 12 months. “Udaan with its strong market presence has been instrumental in taking the brand to every part of the country,” said Sahil Kandhari, founder, Dvaio.

Udaan said it is able to provide a level playing field for small brands with the use of technology. They are able to grow cost-efficiently in a competitive market largely dominated by established players.

One such brand is pTron, a Hyderabad-based electronics manufacturer. Using Udaan’s network largely, pTron has been able to reach more than 8,000 retailers across the country in three months. It sold more than 250,000 units on Udaan with a gross merchandise value (GMV) of Rs 10 crore in FY22. The true wireless stereo (TWS) and headphone range of products contributed to more than 72 per cent of the business.

“We want to widen both our brand and product portfolio with Udaan in the future and scale up the business by Rs 60 crore on the platform,” said Ameen Khwaja, founder and CEO, pTron. “Being a challenger brand, pTron has a huge goal of making technology affordable and accessible to all Indians.”

Udaan said its in-house expert team works closely with small manufacturers and trains them to run an e-commerce business. The team provides them with technical know-how to create and sell their products on the platform. This includes brand creation, content making, product quality improvement, and pricing.