In an interview with BW Disrupt, Co-Founders of Fire Boltt Arnav Kishore and Aayushi Kishore talk about the competition marketing strategies, expansion plans and more
Consumers are already in a dilemma when it comes to buying digital accessories. How are you standing tall amongst all existing brands?
Fire Boltt has since its inception been a frontrunner among brands manufacturing audio and wearable devices. Over the years, we have evolved our brand as well as product portfolio to offer the latest cutting-edge technology in the most affordable price range. Besides the fact that all Fire Boltt products are of premium quality, we have also introduced a global first entertainment-fitness-reward ecosystem through our unique Boltt Play app. Our DNA in audio and wearable technology is years old and our phenomenal growth through organic routes is enough to vouch for the differentiator that Fire Boltt is.
How has been the response so far and which one is the most sought-after product from the bucket?
The response has been no short of overwhelming. In the past year, we have become a pan-India brand with offline presence in more than 750 cities across the country. Apart from this, our flagship product – Fire Boltt Smartwatch with SPO2 monitor – has continued to be among the bestsellers since its launch on platforms like Amazon. The brand has been registering a 100% MoM growth. Also our Boltt Play app has been well received by users, thanks to its unique ecosystem. The app has registered a user base of more than 1 million within just 12 months.
What are your expansion plans for India? How many more products you are looking to add in the coming years?
While we have a strategic plan in place for diversifying our product portfolio and expanding to more geographical locations, including tier 2 and tier 3 cities, we are focusing more on the qualitative aspect. Currently we are offering nearly 60 products across audio and wearable lines and we are looking to near it to 90 over the next couple of months.
How it is different from other brands?
As mentioned earlier, we have evolved over years as a home grown audio and wearable brand. I guess our foremost competitive advantage is our unique global first entertainment-fitness-reward ecosystem. All Fire Boltt users get introduced to our Boltt Play app, with free premium subscriptions from Zee5, gaana, JioSaavn etc. One can earn rewards for walking, running, watching movies or listening to music. The rewards earned can then be exchanged in lieu of branded products from an in-app store. This is an unprecedented experience for all users, making us completely different from all other brands.
To whom are targeting as a potential buyer?
All new-age Indians who are entertainment and fitness enthusiasts are Fire Boltt’s potential buyers. Fire-Boltt is a homegrown brand of recall in the wearables, gaming and audio space in the country.
How much investment you have put in till date?
Investments of up to $10 Milion have gone into the brand till now.
Which platforms are you targeting – Online or Offline?
We have been targeting both online and offline platforms. In 12 months, Fire Boltt has expanded its offline presence to more than 750 cities while our app has registered a user-base of more than 1 million. On online platforms like Amazon our products are best ranked, with rating above all nearest competitors. Within 90 days of its launch, Fire Boltt smartwatch with SPO2 monitor was among the top 4 most selling smart watches. We have put in uncountable efforts since the inception of Fire Boltt to make it a home grown brand of recall.
Where is the manufacturing unit? Please tell us about the R&D and innovation center as well.
All our products are incorporated, designed and launched in India. Our Research & Development and innovation centre is based in the country, which designs all the products.
Source: Business World
