1. Can you briefly tell us about Amkette’s journey from making floppies and CDs to becoming a leading brand in IT peripherals and Gaming accessories?
A. The story of Amkette has been a story of innovation. At every turn of technology, Amkette has leaped to the next generation technology, keeping pace with time. From floppy disks to CDs to flash drives, from flash TV to Evo TV, from keyboards to state-of-the-art game technology, Amkette has been a leading force for 38 years on India’s technology map. We continue to reinvent and innovate ourselves with as much vigor as we did in the 1990s.
2. Can you tell us about the current Amkette product range and the technologies in which it specializes?
A. At present, Amkette operates in six verticals: Audio, Gaming, Streaming, Mobility, In-car, and IT products. Amkette focuses on lifestyle products and gadgets. Today, it has the largest range of lifestyle products, covering 17 categories and 350 fast-moving products. Amkette is a leader in Gaming and streaming technology with a special emphasis on wireless devices. Amkette’s Evo TV powers a majority of indoor digital signage, and our Gaming products, particularly controllers, are the largest-selling products both online and in general trade.
3. What is the vision and mission of Amkette and on what aspects does it keep its focus?
A. Amkette’s focus is on creating world-class products with best-in-class features. Our mission is to ensure that every product we develop is based on a deep understanding of consumer needs, with innovation being key. The vision of Amkette is to be the most trusted brand for our customers, providing a wide range of products at reasonable prices.
4. In what channels are Amkette products available?
A. Amkette operates in almost all channels where customers buy lifestyle electronics and IT products. Amkette is present in general trade across India, in online marketplaces such as Amazon, Flipkart, and JioMart, and in large format retailers like Reliance Digital and Croma. Our channels across India are supported by a robust after-sales service network that includes hassle-free pickup services from customers’ homes. To avoid channel conflict, Amkette’s product range is divided into three categories: trade exclusive, online exclusive, and omni-channel.
5. What are Amkette’s main goals for the next five years, especially regarding new products and expanding your market?
A. Amkette’s main focus in the coming years is to provide the best Gaming Gear for Indian and international customers. We are focusing not only on hardware but also on software technologies to make mobile Gaming easily accessible. We will continue to invest heavily in our IT and audio range. On the streaming front, we are coming up with several products such as a CCTV viewer and more.
6. EvoFox, Amkette’s Gaming brand, has become quite popular. What inspired the creation of EvoFox, and how has it helped the company’s growth?
A. EvoFox was inspired by the growing Gaming market in India. By offering high-performance accessories, it has significantly boosted Amkette’s market presence and contributed to its overall growth. We also wanted to provide high-quality Gaming accessories to our customers at lower prices. We have the widest range of controllers, Gaming keyboards, and Gaming mice. We are soon going to include a range of Gaming headphones in our portfolio.
7. Where do you think EvoFox Gaming can capture the Indian Gaming youth?
A. EvoFox can capture the Indian Gaming youth by providing affordable, high-performance accessories with the latest designs. Engaging directly with the community through social media is equally important. We are developing our existing app called EvoFox DOJO, where we plan to create a community Gaming application for smartphone gamers, which will help us capture the attention of Indian Gaming youth.
8. What changes have you seen in the IT accessories market over the past four years?
A. In the past four years, there has been a shift towards wireless, ergonomic, and multifunctional designs, with a growing emphasis on sustainability and user-friendly features. The use of Type-C ports has been significantly growing, and Amkette is working on its Type-C hubs and dock range more specifically.