“Our India strategy revolves around localization, innovation, and robust distribution”: Endefo


Spotlight on Innovation | TelecomDrive.com

Dubai-based lifestyle Wearables and Hearable brand – Endefo is continuously innovating to stay ahead of market trends and meet consumer demands. The company has introduced innovative power banks, smartwatches and TWS earbuds – delivering unique value proposition to its customers in India.

Aneef Tas, CEO, Endefo speaks with Zia Askari from TelecomDrive.com about the company’s business strategy and its future plans.

Aneef Tas

What are some of the key focus areas for Endefo in India?

In India, our primary focus areas are centered around innovation, quality, and meeting the evolving needs of consumers. We aim to deliver a comprehensive range of high-quality products, including charging accessories, wearables, and audio devices. By emphasizing local manufacturing, we support the ‘Make in India’ initiative, create job opportunities, and contribute to the local economy. Our commitment to research and development ensures that we stay ahead in technology and continuously offer innovative products that cater to the diverse preferences of Indian consumers.

How do you look at the market opportunity here? Please share details on your product range.

The market opportunity in India is immense due to its vast and tech-savvy population. As more people adopt smartphones and other smart devices, the demand for related accessories and wearables has skyrocketed. Our product range includes chargers, cables, power banks, True Wireless Stereo (TWS) earbuds, smartwatches, Bluetooth speakers, soundbars, and party speakers. Each of these products is designed to meet the specific needs of Indian consumers, ensuring high quality and reliability.

What is your business strategy to target India?

Our business strategy in India revolves around localization, innovation, and robust distribution. We have set up a dedicated R&D team in India to understand local preferences and develop products that resonate with Indian consumers. We also emphasize the ‘Make in India’ initiative by manufacturing our products locally, which helps in reducing costs and improving supply chain efficiency. Additionally, our strong distribution network ensures that our products are accessible across the country, supported by transparent billing practices and genuine product warranties.


Please share details on some of the innovations that you are bringing today.

We are continuously innovating to stay ahead of market trends and meet consumer demands. For instance, we have introduced MagSafe power banks that offer superior quality and fast-charging capabilities. In our audio segment, we are incorporating advanced chipsets and responsive speakers to deliver balanced and enhanced sound output. Our smartwatches are equipped with various sensors for health monitoring, ensuring accurate and reliable data for fitness tracking. By focusing on real, functional features like Active Noise Cancellation in our TWS earbuds, we ensure that our products deliver genuine value to our customers.

Please share details on your current online and offline channel strategy for India.

In India, we have a dedicated team based in Cochin and are expanding to Delhi to enhance our reach in North India. We have established warehouses in both North and South India to ensure efficient distribution and comprehensive market coverage. Our strategy focuses on a strong distribution network, both online and offline, to ensure easy access to genuine products with warranties. We emphasize proper billing practices for transparency and empower our distributors, sub-distributors, and retailers. By embracing the ‘Make in India’ initiative, we create job opportunities and support the local economy, ensuring our products are available across the country.

Where are you manufacturing your products today? Is there any plan to create Indian products – make in India?

We currently manufacture our products in India, supporting the ‘Make in India’ initiative from the very beginning of our operations here. Our manufacturing processes are entirely self-reliant and based in India, ensuring that we do not depend on Chinese sources for any raw materials. This approach not only supports the local economy but also ensures that we meet the quality standards expected by our consumers. Our R&D team in India works closely with local factories to maintain high-quality production standards.

Moving forward what kind of innovations can we expect in the coming months from your brand?

In the coming months, you can expect several exciting innovations from Endefo. We are focusing on enhancing our wearable and audio product lines with new models that incorporate additional features and improved quality. For instance, we plan to introduce new TWS earbuds with better sound quality and advanced functionalities like Active Noise Cancellation. In the charging segment, we are developing high-wattage adapters using Gallium Nitride (GaN) technology, which offers superior efficiency and reduced heating. These innovations reflect our commitment to staying at the forefront of technology and meeting the evolving needs of our customers.