Cellecor: Making innovative technology accessible to all

Take us through your entrepreneurial journey.

As the founder of Cellecor Gadgets Limited, I reflect with pride on our journey in the consumer electronics industry over the past thirteen years. It began in 2012 with the establishment of Unity Communications, where we laid the foundation for quality and innovation by initially focusing on feature phones. Over time, we diversified to offer more than nine product categories and 300+ SKUs. In 2020, our growth took a significant leap when we were acquired by Unitel. The journey reached another milestone on September 28, 2023, when we were listed on the NSE SME and rebranded as Cellecor Gadgets Limited. This transformation marks our ongoing commitment to excellence, customer satisfaction, and delivering cutting-edge technology as we evolve in the competitive market. Last year, the company achieved a remarkable turnover of INR 500 crore, a testament to our sustained growth and dedication to meeting the ever-changing needs of our customers.

What prompted you to start Cellecor? How has the journey been so far?

The vision behind Cellecor was to make innovative technology accessible to all. My experiences with technology highlighted a gap in the market for reliable, affordable gadgets that truly enhance daily life. The journey has been both challenging and rewarding, with each obstacle—like supply chain disruptions and intense market competition—only strengthening our resolve to push the boundaries of innovation. Today, I’m proud of how far we’ve come, establishing a strong market presence while staying committed to quality and affordability for our customers.

What according to you are the three skills needed to be a successful Leader?
I believe a successful leader needs visionary thinking, adaptability, and effective communication. Visionary thinking provides a clear direction, adaptability helps navigate the ever-changing business landscape, and effective communication inspires and engages teams, driving them toward shared goals.

Post covid, the tech and gadget industry has seen a tremendous upward swing. What's the reason?
The growth is driven by accelerated digital transformation, increased demand for remote work and learning tools, and a focus on health and wellness. Additionally, the rise in home entertainment needs and adaptations in supply chains have fueled this upward trend. At Cellecor, we’re committed to innovating products that meet evolving consumer demands while emphasizing sustainability, ensuring our continued success in this dynamic landscape.

What are Cellecor's expansion plans for FY25? Which parts of the country are you looking at expanding in the new future?

As we look to the future, we are excited to expand into international markets such as Nepal and the Middle East. Our goal is to grow our offline network from 1,200 distributors to 1,500 and increase our retail presence to 60,000 points. We will strengthen our position in prominent large-format retail chains while simultaneously expanding our B2B and D2C channels. Our commitment to quick commerce platforms will ensure that our innovative products are readily accessible to all consumers.

In FY25, we will focus on key urban centers like Gujarat, Bangalore, Hyderabad, and Pune, enhancing our retail presence through both online and offline channels for improved customer accessibility. We are dedicated to developing innovative product lines tailored to regional needs, including smart home devices and health-focused gadgets. By forging strategic partnerships with local retailers, we will enhance our distribution network, making our products widely available. As we tap into these emerging markets, we are confident in our ability to expand Cellecor's footprint while delivering cutting-edge technology that enriches lives.

What is the USP of Cellecor?

Our unique selling proposition lies in our commitment to affordability, innovation, and user-centric design. We focus on creating technology that seamlessly integrates into daily life, enhancing convenience and connectivity. Our mission is to make high-quality gadgets accessible to everyone, with products available across India at prices that don’t break the bank. By prioritizing affordability without compromising on quality, Cellecor empowers consumers to embrace technology in their everyday lives.

How do you deal with so much competition around?
I view competition as a catalyst for innovation. We focus on high-quality products and prioritize continuous improvement to stay ahead of trends, ensuring our gadgets are reliable and user-friendly. By actively engaging with customers and incorporating their feedback, we build loyalty and foster a strong community. Our marketing strategy highlights unique features, while our commitment to sustainability sets us apart in an increasingly eco-conscious market. Embracing competition motivates us to excel and adapt in the dynamic tech landscape.

What are your views on the 'Make in India' boost by the government? Is it helping businesses? If yes, how?

The "Make in India" initiative has been a game-changer for businesses like Cellecor. It has empowered us to reduce our dependency on imports, lower logistics costs, and respond more swiftly to market demands. By promoting domestic manufacturing, we can leverage local resources and talent, leading to a more efficient production process. This initiative encourages collaboration between various stakeholders in the industry, enhancing the overall ecosystem and driving technological advancements. Moreover, it helps create job opportunities and boosts the local economy. Overall, "Make in India" is cultivating a vibrant manufacturing ecosystem that positions us for growth and long-term success.

How does Cellecor support its franchisees/partners?

Cellecor supports its partners by providing comprehensive training programs to sales team, equipping them with knowledge about products, sales techniques, and customer service standards. We also offer strong marketing support through national and regional campaigns, promotional materials, and co-branded initiatives to boost local visibility. Regular communication is maintained via scheduled meetings and feedback channels to ensure alignment, address challenges promptly, and continuously improve the partnership. This proactive approach fosters growth and enables our partners to stay updated with market trends and new product developments.

How do you ensure there is ongoing communication between the head office and its franchise partners?

Clear communication is essential for success in a competitive industry. We maintain alignment and promptly address any issues through regular meetings with partners and franchisees every 15 to 30 days. This proactive approach fosters strong relationships and resolves challenges effectively, keeping everyone on the same page.

How important a role does technology play in franchise management and administration? Tier II and Tier-III markets are growing. What do you think is fuelling the demands from these markets?

Technology is crucial in franchise management and administration. It streamlines operations, enhances communication, and provides valuable data insights, enabling informed decision-making and quick responses to market changes.

The growth in Tier-II and Tier-III markets is driven by increasing smartphone penetration, improving internet connectivity, and a rising middle class with a growing appetite for consumer electronics. These markets are becoming more accessible, with consumers seeking innovative and affordable products that enhance their daily lives.

How does Cellecor plan to address these rising demands?

Cellecor is committed to meeting the rising demands by expanding our product lineup with solutions specifically designed for Tier-II and Tier-III markets. We prioritize delivering innovative and affordable products while maintaining our high standards of quality. This approach positions us as a leader in value-driven consumer electronics, empowering these growing markets with technology that enriches everyday life without compromising on excellence.