In these tough times when every sector is struggling for its existence, some lifestyle brands are flourishing for their unique innovations. One of India’s fastest-growing premium audio and wearable brands Crossbeats is the pioneer, to say the least. We had an exclusive interaction with Crossbeats founder Archit Agarwal on and about the shifting scenario of lifestyle during the pandemic.
Here are the excerpts:
Q. You have sketched your ambition to be a lifestyle brand. What excites you to make Cross beats?
Archit: As an ally to the new urban Indian who’s active, on the move, and adventurous, Cross beats for the last 5 years has been creating products that push the boundaries of science, art, and technology. We are grateful to the audience that trusted us and are passionate about our products. A genuine passion for new technologies and user-centric innovation and providing our users with a lifestyle experience as smooth and seamless as possible is what keeps us going.
Q. After conceiving the idea, what were the strategies to materialize the vision?
Archit: As a lifestyle consumer tech brand inspired by current movements in fashion, art, and music, our philosophy was simple: advanced technology, frequent product launches, appealing designs, and competitive pricing. Crossbeats by creating products that push the boundaries of science, art, and technology has been able to capture an audience that is passionate about our products. With over more than 5 lakh happy customers, we have customers that have been very welcoming to Crossbeats exclusive range of audio products. Our customers love the designs and the engineering that has gone into each of our products and that how each product is designed to deliver. Be it the iconic Torq or the stylish Pebble, Crossbeats products have always been designed keeping in mind the end consumer.
Q. What’s your take on audio technology evolution, especially during this OTT era?
Archit: Audio technology has witnessed a lot of evolution in recent years and has brought in many advancements that make life a lot easier. From wired to totally wireless, the earphones in the current audio market possess advanced features like touch controls, in-ear sensors, dynamic drivers, built-in mics, noise cancellation modes and a lasting battery life which directly adds to the comfort of OTT viewers who crave a personalised experience. In the coming days, advancements in earbuds might slowly bring in a more immersive feel as if we were watching movies in a theatre and take the OTT experience to a whole new level.
Q. What fascinates you to foray beyond audio devices?
Archit: Audio devices or earbuds have become an everyday essential to consumers of all ages, especially after the pandemic where most of them are seen working from home or attending online classes.
Crossbeats, being a lifestyle centric consumer tech brand, had to bring in something that would further elevate the active lifestyle of our consumers. We had always envisioned the growth towards active living and products being an extension of a person’s lifestyle. So, the Segway into smart wearables was an obvious decision. We are trying to create unique experiences in the intersection between lifestyle and tech that enrich people’s lives.
Q. How much revenue are you targeting in the coming fiscal?
Archit: We are on a very steep growth trajectory and without divulging specifics, we are looking at 300 per cent growth from our last fiscal.
Q. How do you coped up with the pandemic and withstood it?
Archit: The pandemic like all other businesses has impacted the supply chain and operations. The constant lockdown did impact the fulfilment and delivery of the products. But as a consumer tech brand with an e-commerce focus, our team has been able to adapt and improvise with the changing work environment.
From provisions for work from home, vaccination drives and partnering, we have been taking all necessary precautions. We are adopting upgraded products with newer features and futuristic technologies which provide better health tracking, work, and social life balance as well as compatibility. The latest trends in the market are a driving force for us to achieve greater milestones with a smarter approach.
Q. How much growth have you experienced in the smartwatch segment?
Archit: We can say we have explored most of this segment with our current lineup of smartwatches. From providing basic health tracking to advanced health and fitness applications along with Bluetooth calling on watch has made our smartwatches a popular choice among the young Indian crowd.
Furthermore, the technological upgrades and astounding design features have added more charm to the watches as we grow more into the smart wearable segment. However, we are still experimenting and exploring the segment just to ensure we are always on the edge and giving our best to meet the ever-growing demand and requirements.
Q. What do you think people are using smartwatches to track fitness issues or as a style statement?
Archit: Let’s call for a balance here, as both tracking fitness and looking dashing is equally important. Our smartwatches are uniquely designed to behold excellent health tracking metrics using advanced motion sensors.
When it comes to styling, there are different dial styles and also strap colour options making our smartwatches a great pick for a vivid consumer base.
Q. Have you thought of partnering with any of the leading mobile brands to reach more users?
Archit: Our marketing team is always looking at various opportunities that strengthen the brand proposition and expand. We have not explored this option currently but am sure the team has it on its radar.
Q. Do you have any plan to team up with any public figure as your brand ambassador?
Archit: We are in talks with a few influencers that can help tell our story to a wider audience. Nothing has been finalized yet. Am sure once we are closer to a deal, we will let our consumers know.
-Atanu Roy