Endefo, a Dubai-based electronics brand under the Ashtel Group of Companies, has announced its intention to invest Rs 200 crore in the Indian wearable technology market by the end of 2024. The company aims to capture a 10% market share in the Indian Weartech segment within three years. Endefo plans to introduce six premium product categories in India, including sound bars, portable speakers, TWS (true wireless stereo), boomboxes, smartwatches, and party speakers.
The brand intends to make its products available through various channels such as retail outlets, Amazon, and its own e-commerce platform. The CEO of Endefo, Aneef Tas, expressed confidence in the immense potential of the Indian market and stated that the investment represents one of their largest commitments in India. The company strongly supports India’s Atmanirbhar mission and intends to produce all its products in India.
Endefo has already established a significant market presence in the southern region of India and aims to expand its reach to North and West India with this launch. The investment of Rs 200 crore will be utilized for expansion plans, sound technology advancements, launching new product categories, and marketing initiatives.
By investing in India’s burgeoning consumer tech segment, Endefo seeks to tap into the country’s growing demand for wearable technology and position itself as a leading player in the market. With its focus on local manufacturing products and expanding its distribution network, the brand aims to cater to the diverse preferences and needs of Indian consumers.
