Micromax founder is now suitable Play with connected devices brand
World of Play is Micromax cofounder Vikas Jain’s latest venture, betting big on the youth of India and also the power of connected devices to make a link with them. The new company will specialize in audio and wearables under the PlayFit and PlayGo branding, at the same time as it works on long-term projects around home electronics and residential security.
As its USP, Jain claims Play is probably the sole company that encompasses a connected device’s app made and hosted entirely in India. “In the wearable portfolio we’ve got across different products, the backend is common. So looking at the hardware attributes available, the app automatically customizes to display only that information,” he explains about his range, underlining that the whole UI UX and app structure has been designed by his team in Pune.
Soon, he wants the complete manufacturing of Play devices also to maneuver to India. And there’s good reasoning behind it. “Investments required for manufacturing, the IoT category of products, especially if they’re not very intricate and expensive, the equipment and fixtures, jigs, whatever are required, are much smaller than larger setups, sort of a television or a mobile
Jain is confident this is often where India might see lots of producing pickup, “because the duty structure is basically steep on this vertical”. He adds: “It’s only a matter of your time, practically all the brands should and can be commencing to manufacture their product lines here.” Wearables now attract a 20% impost and 18% GST and any visit rates will have a major impact on pricing and make products more cost-effective for Indians, he says.
There is also the unique Play reception service where a customer is ready to report and problem and obtain it picked up by the corporate which can repair and return it. “That’s one amongst the little things that we are able to do as a corporation to make sure customer delight and doubtless be regretful of the customer inconvenience that we could have caused for the device. Obviously, even in spite of our greatest efforts, we actually can’t say none of the devices will have a controversy,” Jain says.
Play is banking on the expansion of affordable personal audio devices because most of the smartphones are now shipping without earphones. Also, with Apple taking the lead in dropping the three.5mm jack a pair of years back, the wireless segment has seen the tremendous potential, Jain explains.
Jain says Play would be very offline focused. “Offline distribution are a few things that no brand can ignore, within the longer run. So we’d wish to take all the hard steps now. But as we are a comparatively new brand for distribution, the expansion would take your time,” he says, adding that they’d have an offline presence also. Play is now available in a very hundred cities and around 10,000 stores.
Jain is targeting the youth with Play, but he knows that while they’re adventurous with new brands the segment is additionally finicky and demanding. “Youth may be a category who is now focused upon saying that we don’t want the most affordable, but the most effective and at an honest price,” reasons Jain, whose Micromax too focused on the youth segment. Play’s focus is on offering a product that’s great, but with pricing that’s appropriate.
“We won’t be the value challenger… We believe our strength is that the proven fact that we understand the buyer well. So we’d wish to play to our strengths than running behind and opportunity.”