Unix India: From brand evolution to upcoming products, the story of Mumbai-based accessory maker

Unix India, a Mumbai-based mobile accessory brand founded in 2006, sells power banks, chargers, cables, earphones, smartwatches, and more. Co-founder Imran Kagalwala shares the company’s journey, challenges, and future plans.

An interview with Unix India co-founder Imran Kagalwala

India’s smartphone market is highly competitive and price-sensitive, and this intensity also trickles down to the mobile accessory space. There are loads of brands in the segment, dedicated to making wearable gadgets and other products like chargers and power banks. One such company operating in the space is Mumbai-based Unix India. You might have come across chargers, data cables, and power banks sold by the brand on Amazon and Flipkart. Founded in 2006, the company also makes earphones, wireless speakers, smartphone batteries, smartwatches, and some other gadgets.

The consumer electronics and wearables brand claims to have a daily production capacity of 35,000 data cables, 10,000 neckbands, 5,000 power banks, and 55,000 mobile phone covers. The company says that it has over 50 super stockists and over 400 distributors across 500 cities with a network of over 6000 retail stores.

We talked to Imran Kagalwala, co-founder of Unix India, who has an intriguing story to tell about the origins and evolution of the company. In this interview, Imran shares insights into the inspiration behind Unix India, the challenges they faced in establishing their brand, their approach to sailing through the dynamic industry, and their upcoming products, which include a 4G smartwatch for kids that will allow parents to stay connected with their children via real-time location tracking and communication.

Interview: Imran Kagarwala, co-founder, Unix India

The name “Unix India” often raises eyebrows due to its association with the operating system with the same name (Unix OS). Kagarwala explains that they were drawn to the word ‘Unix’ because it embodies the core principles they aim to deliver in their mobile accessories, which include reliability, efficiency, and a legacy of excellence.

“Just like the Unix OS has become synonymous with stability and performance in the tech world, we want Unix India to be the go-to brand for dependable and innovative mobile accessories that enhance your experience,” Kagarwala says.

Following is an edited excerpt from the email conversation with Imran Kagarwala:

Identifying Market Gaps in 2006

In 2006, the mobile phone revolution was sweeping through India, creating an opportune moment for entrepreneurs. Imran Kagalwala, co-founder of Unix India, recognised a significant gap in the market– a lack of high-quality accessories that could match the evolving capabilities of mobile phones. The growing Indian economy, coupled with the increasing number of mobile users, made this gap even more apparent.

“People had more disposable income and wanted to personalise their mobile experience,” Kagalwala explains. “The accessory market was wide open for disruption, with few established brands, giving us a unique chance to build brand loyalty and become a trusted partner for Indian mobile users.”

Early Challenges and Establishing UNIX India

The initial phase of establishing Unix India was fraught with challenges. Carving out a market niche required a strong value proposition and effective marketing campaigns. Developing a robust distribution network across India’s diverse regions was equally crucial.

“We had to build strong relationships with wholesalers to ensure our products were readily available nationwide,” says Kagalwala. The dynamic nature of the mobile industry also demanded constant innovation, which posed another significant hurdle.

The name “Unix India” often raises eyebrows due to its association with the operating system. However, the inspiration behind the name goes beyond technology.

Evolving Distribution and Sales Strategies

In its early days, Unix India relied heavily on traditional wholesale channels, partnering with local electronics stores and mobile phone distributors. However, as the company grew, it recognised the need to reach a broader audience. Transitioning to a super stockist model allowed for more efficient nationwide distribution.

“In recent years, we’ve made a big push into e-commerce, building a strong online presence and investing in digital marketing strategies,” Kagalwala notes. “Collaborations with tech companies and strategic partnerships have helped us reach new customer segments.”

Unix India has also established a small team in China to support its global operations. This team primarily handles administrative tasks, including supplier communication and market insights. “Our primary focus for driving strategic initiatives remains outside of China,” Kagalwala clarifies.

Future Trends in the Mobile Accessory Industry

The future of the mobile phone accessory industry is promising, driven by advancements in phone technology and shifting consumer preferences, Kagalwala says adding, “Wireless technology is at the forefront, with wireless charging and headphones becoming the norm.”

“Consumers crave convenience, and we’re developing innovative products to meet that need. The rise of smart wearables opens a whole new chapter—seamless accessory integration with smartwatches and fitness trackers will be a major growth area,” Kagarwala says while pointing towards touch-display TWS earbuds as an indication of constant innovation in the space.

“There’s a growing desire for personalisation and even integration of IoT features in high-end devices. At the same time, consumers appreciate compact designs and sleek aesthetics. The future is about a connected ecosystem of mobile devices and accessories that cater to our evolving needs for both function and style. At Unix India, we’re excited to be at the forefront of shaping this dynamic future.”

Achievements and Local Manufacturing

One of the milestones that Kagalwala is most proud of is Unix India’s commitment to local manufacturing. The company now designs and manufactures various products, including chargers, data cables, power banks, neckbands, and smartwatches, in India.

“Competing with established foreign brands and contributing to local manufacturing is incredibly rewarding,” Kagalwala states. “This initiative reduces our reliance on imports, creates jobs, and fosters Indian talent.”

Lucrative Product Categories

In the current mobile-first world, Kagalwala highlights two particularly lucrative product categories– TWS earbuds and neckbands. These products align perfectly with India’s mobile-first culture, offering convenience and value, he says.

“TWS earbuds offer a sleek, compact design, while neckbands provide a comfortable fit and long battery life,” he adds. “These wireless options will continue to be at the forefront of the mobile accessory scene.”

Future Plans and Innovations

Looking ahead, Unix India aims to launch 4-5 new products across various categories each month. The company plans to strengthen its distribution network, expand into smaller towns, and implement comprehensive marketing strategies to boost brand awareness.

“We’re introducing a range of cutting-edge TWS earbuds, neckbands, and smartwatches,” Kagalwala reveals. “One of our most exciting upcoming products is a 4G kids smartwatch, which will offer real-time location tracking and communication features to ensure parents can stay connected with their children.”

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