In an exclusive interview with BW People, K, Sunil, CEO and founder, Alchemie Commerce,Energy Sistem, talks about his brand, its audience and the distribution of the products in the market. He also tells us how their customers have been responding to the products in the market.
1. Discuss the USP of your brand with our readers?
Energy Sistem aims to develop products in order for them to be the best option at the point of sale. The brand’s USP is the 4 keystones ‘TDPE’ which they keep in mind before developing any product- Technology, Design, People, Emotion. The brand aims to deliver delightful experience of listening to music to the music lovers at an affordable price point.
2. What is the target audience you would like to deal with?
Our products are specifically designed with latest technology and sport quirky designs to attract the millennial consumers. Our target audience is anyone and everyone who is an enthusiast of enjoying good quality music. Our maximum consumers fall in the age bracket of 18- 35 years’ music enthusiasts.
3. What are the techniques Energy Sistem follows to cater Indian Audio Market?
Energy Sistem has just launched a new global campaign “Everything we do is music”, which captures the essence of the brand and its key differentiators – offer the widest selection of audio products for all consumer segments, a vibrant portfolio to address its core youth – target market, and continuous innovation and range expansion.
4. What are the prices and portfolio of Energy Sistem?
We have a product portfolio of 77 SKU’s which include both Personal and Home audio like Bluetooth speakers, earphones, headphones, tower speakers, etc. The price point for Energy Sistem’s products differs in different international markets. Alchemie commerce decides the price of the products which will suit the Indian Audio market for Energy Sistem in India. The price range of products starts from INR 699 and goes up to INR 18,999.
5. What was the purpose behind choosing Alchemie Commerce as Energy Sistem’s official distribution partner in India?
Energy Sistem is an international brand-which has entered the Indian market in 2018 and wanted to partner for India, which had experience in the Indian audio market, with strong fundamentals to drive growth and expansion of the brand in India. Energy Sistem did not just want box movers, rather required a team that understands the needs and demands of the Indian market and one which can strategize the marketing technique for Energy Sistem in India.
Alchemie Commerce does not only look after the distribution in India but is also responsible for 360^ marketing and sales activities – right from brand development, marketing, creating demand of Energy Sistem’s products in India and effectively fulfilling it.
6. How has been the response of Indian Audio Market audience in the last quarter?
While Energy Sistem was an unknown entity till a few months back, the speed of growth and acceptance has been phenomenal and has beaten all our expectations. Many of our products are slowly becoming category best sellers, across online portals, as well as in retail trade.
7. How do you innovate in terms of your product?
We aim to provide a variety of products to the end consumer to be able to reach out to different categories of targeted customer. We have wireless earphones for sport and fitness enthusiasts, personal and party towers for party lovers, entry-level earphones for the ones who want to not spend too much. Our innovations are targeted to serve up to date technology to the various categories of our consumers.
8. What is the distribution medium of Energy Sistem in India?
Alchemie Commerce is the official distribution partner of Energy Sistem for India. Today Energy Sistem’s product is available both online and offline channel. Alchemie Commerce has collaborated with various e-commerce mediums for online distribution and has 78 retail distributors for offline distribution of Energy Sistem products. Alchemie Commerce also associates with a corporate customer with the help if 7 B2B distributors For Energy Sistem across India.