All set to write a compelling Script

Sukhesh Madaan
CEO Envent World 

In the business world, ideas continue to multiply and flourish. Out of ideas is born Envent World. The advent of Envent on the Indian technological and business landscape marks a definite step in the right direction. Envent Worldwide Pvt Ltd. came into existence, thanks to the timely realization by the people at the helm of affairs at the company that a glaring gap between the market offerings and what is available for an end-consumer exists. For a long time, a need was felt to bridge this gap. VARINDIA spoke to Sukhesh Madaan, CEO, Envent World, to know more about the company. 

What propelled you to start Envent? Trace the short, though eventful, journey of Envent in the Indian market?

As a user, I always felt that a wide gap existed between the market offering versus what is available for an end-consumer. All brands typically try to push in whatever they produce than really understanding the end-consumer's needs. This glaring gap which was getting wider with new category of devices like smartphones and Tabs, coupled with the entrepreneur bug pushed me to take the final plunge and start Envent. 

As the competition is intense, how are you doing to keep Envent a cut above the rest? Brief us about your branding and promotion initiatives?

We started Envent with a clear objective of making consumer's life easy. Each of our products is a clear attempt to fulfil the need of a specific consumer segment. We, in fact, do a lot of consumer research before introducing any product. Like we realized the absence of any specific product for kids and hence we brought in kids keyboards and mouse. We found most of the mouse are typically of black/grey colours and ensure all our mouse will be in multiple colours. We consciously develop and offer colour options for the fair sex across our all product categories. Similarly, all the telecom products like battery boost cases, power banks are trying to fulfil the need of consumers on the go. All our Bluetooth earphones are dual pairing so you can connect 2 phones or 1 phone and 1 PC at the same time.

Though we are banking heavily on innovation, we decided to maintain the high standard of quality across our product category. All our products are CE, FCC and RoHS. RoHS compliance means that our products are not using any of the harmful elements like cadmium, mercury, etc. This certification is actually not mandatory in India, but we decided to follow it from day one.  

What is your go-to-market strategy in the Indian market? 

Our go-to-market strategy has two broad pillars: (1) Retail Marketing and (2) Digital Marketing. And, we have a sound reason to do so. We are a new brand and it will be very tough for us to drive consumer traffic to the retail at a reasonable cost. The focus is on in-store conversion and hence retail is the key element for us. All the retail-centric elements -Branding, POSM, Training and ISDs - are our key focus areas.

Our consumer is tech-savvy and with the increasing penetration of broadband we trust digital marketing is the way to go. Our consumer spends considerable time online to choose and compare products before making his final purchase decision. While the Facebook page is more for brand and connecting with the consumer directly, we are also aiming to launch online loyalty programmes to drive brand constancy. We have started a new initiative where we are putting a small letter in the packaging requesting our consumers to connect directly with us and share their product experience. 

What is your target audience?

Our target audience are from 5 to 40 years.  

What are your plans for 2012-13?

Our first target was to build a pan-India distribution structure as well as a robust sales and marketing team. We have already achieved that successfully with complete leadership team as well as field team in place across the country. We are very well tracking on our sales numbers with more than 500 retailers across 45 towns, and all leading e-commerce portals are already carrying and selling our products.