Making India a Global Hub for Consumer Electronics | Image:
Elista
Elista, an emerging Indian brand under the UAE-based Teknodome Group, has swiftly expanded its presence across India and international markets since its inception in 2020. Within just five years, Elista has not only captured the Indian market but also extended its footprint to nearly 18-20 countries, including the Middle East, Africa, and Central Asia.
“Our key USP is that Elista is a 100% Indian brand, focused on producing goods that are completely ‘Made in India,'” said Saket Gaurav, CMD of Elista and Teknodome. While the domestic market is entirely catered by Indian manufacturing units, the international supply chain currently relies on production facilities in Turkey, China, and Egypt.
However, with the establishment of a TV manufacturing unit in Andhra Pradesh next month, international demand will soon be met by India itself.
India’s Strategic Advantage in Global Trade
Elista’s expansion strategy aligns with India’s growing influence in global trade. The Free Trade Agreement (FTA) signed between India and the UAE presents a significant opportunity.
“With customs exemptions, Indian goods now have a competitive edge over Chinese imports in the Middle East and Africa. A shipment from Mumbai reaches Dubai in just three days, whereas from China, it takes nearly 60 days,” Gaurav explains.
Additionally, India’s non-alignment with international sanctions enables trade with countries like Russia and Iran, giving Indian manufacturers a unique advantage.
“South Korea and other nations face restrictions in these markets due to US sanctions, but India remains unrestricted, creating new avenues for business,” he added.
The Challenge of International Expansion
Despite India’s growing stature in global trade, Indian brands struggle to penetrate international markets due to the absence of local sales channels. However, Elista leverages Teknodome’s well-established distribution network in key global regions, including Dubai, Nigeria, Kazakhstan, and Kyrgyzstan. This existing infrastructure simplifies market entry and accelerates expansion.
“Unlike other Indian brands that need to build a sales network from scratch, we already have distributors and a supply chain in place, which makes international expansion much smoother,” Gaurav highlighted.
Manufacturing for the Future
Talking about the expansion plans, Gaurav informed that Elista’s Andhra Pradesh facility will focus heavily on exports, with nearly 70% of production dedicated to international markets. “Domestic consumption will account for only 25-30% of our production. Our priority is to cater to global demand for high-quality, affordable Indian electronics,” he added.
The Indian government’s Production-Linked Incentive (PLI) schemes further support this initiative. “Our Andhra Pradesh plant benefits from a state-level PLI scheme, and we plan to engage with the central government for additional export incentives,” he added further.
Competing with Global Giants
Gaurav also highlighted that India’s electronics sector faces challenges in competing with established players like China due to an incomplete manufacturing ecosystem. “China’s dominance didn’t happen overnight. They built their ecosystem over decades. If India begins now, in five to seven years, we can develop a self-sufficient supply chain,” Gaurav noted.
Currently, Elista imports only two key components—display panels and processors—because they are not yet manufactured in India. However, with India’s semiconductor industry expected to be operational by 2028, Elista aims to become a 100% ‘Made in India’ brand.
Innovation & Customer-Centric Approach
Gaurav also shared that Elista’s success is driven by continuous innovation. “Consumers today are highly informed and expect cutting-edge technology. We invest heavily in R&D, particularly in AI-enabled smart TVs and other electronic devices,” he said.
The company also prioritizes customer service, ensuring a seamless experience across all regions. “We maintain the same service quality in Tier 2 and Tier 3 cities as in metros. Unlike many foreign brands that vanish after aggressive pricing strategies, we focus on long-term customer relationships,” he added.
Future Outlook: Scaling New Heights
Looking ahead, Gaurav affirmed that Elista aims to achieve a turnover of INR 2,000 crore within the next three to four years, growing its international business at an annual rate of 10%. “From where we stand today, we see exponential growth ahead. We are committed to making India a global leader in consumer electronics”, he said.
With a strong foundation, strategic global positioning, and a commitment to quality, Elista aims to redefine India’s role in the international electronics market.
