In conversation with Editor Ankur Sharma, The News Strike, Gaurav Khatri of Noise says affordability in consumer electronics has evolved from a pure pricing question into a design challenge, where brands must engineer premium experiences through smarter materials, efficient manufacturing, and reduced waste without compromising durability or aspiration. He notes that as product cycles shrink rapidly, smart accessory brands can avoid commoditization by combining fast innovation, strong design differentiation, lifestyle-led branding, and ecosystem thinking rather than competing on price alone. Looking ahead, Khatri believes India’s next growth phase in consumer electronics will be defined by the balance of deep distribution reach across Tier-2, Tier-3, and Tier-4 markets with continuous product relevance, arguing that the winning formula for brands will be “reach plus relevance” powered by both last-mile retail strength and sustained innovation.
1. In consumer electronics, is affordability now a design challenge rather than just a pricing challenge?
Affordability: Pricing vs Design Challenge
Affordability today is no longer just about cutting prices—it’s about design intelligence.
Consumers expect premium feel, durability, and performance at accessible prices. That means brands must engineer products smarter—optimize materials, streamline manufacturing, and eliminate waste.
We see affordability as “premium experience engineered efficiently”, not cheaply priced products. The real challenge is delivering value without compromising aspiration.
2. How do smart accessory brands avoid commoditisation when product cycles are shrinking so rapidly?
Avoiding Commoditisation in Fast Cycles
Commoditisation happens when brands only compete on price. The way out is speed + story + ecosystem. We generally focus on:
- Fast innovation cycles (trend to shelf in weeks)
- Design differentiation (look, feel, packaging, experience)
- Strong brand identity (not just product, but lifestyle)
Accessories today are not utilities—they are extensions of personality. Brands that understand this don’t get commoditised.
3. Will distribution strength matter more than innovation in India’s next phase of consumer electronics growth?
Distribution vs Innovation in India
In India, distribution is still king—but innovation is the crown.
You can build a great product, but without last-mile reach, it won’t scale. At the same time, distribution without innovation becomes replaceable.
The next phase of growth will belong to brands that combine:
- Deep retail penetration (Tier 2, 3, 4 markets)
- Consistent product innovation
The winning formula is “reach + relevance.”
4. As devices become AI-enabled, what will define differentiation in the accessories market?
Differentiation in the AI-Enabled Era
As devices become AI-powered, accessories will evolve from passive tools to smart enablers.
Differentiation will come from:
- Compatibility across ecosystems
- Faster charging, smarter power management
- Integrated experiences (multi-device usage)
The future accessory is not standalone—it’s part of a connected ecosystem that enhances the device experience.
5. Is India moving from a price-sensitive electronics market to a design-sensitive one?
India: Price-Sensitive to Design-Sensitive?
India is not moving away from price sensitivity—it is becoming value-sensitive with design awareness.
Today’s consumer wants:
- Good pricing
- But also premium aesthetics, packaging, and feel
This is a big shift. Earlier, price decided the purchase. Now, design influences the decision - price just validates it.
India is evolving into a market where aspiration meets affordability, and that’s where the real opportunity lies.
