Consumer Electronics Brand Elista Aims For Rs 1,500 Cr Revenue By 2025

He always felt a strong desire to create something uniquely Indian, something that could address the growing demands of the dynamic Indian market. Thus came Elista, a brand with a focus on providing essential products that addressed the emerging demands - Smart TVs & dishwashers -appliances that became the need of the hour as people sought convenience and hygiene solutions for their homes, with the tagline – Making in India for the World.

Speaking to Bizz Buzz, Saket Gaurav, CMD, Elista, outlines how his company is gearing up to notch up a revenue of Rs 1,500 crore, how it plans to expand its global footprint and product portfolio and how it plans to be present in 50 countries by 2025, backed by strategic R&D and marketing initiatives and leveraging TeknoDome’s global footprint

How did your entrepreneurial journey begin? Was Teknodome your maiden entrepreneurial venture?

My entrepreneurial journey started with the ambition to break away from the traditional paths associated with Bihar, a region known for producing India’s top administrators. I was passionate about business and knew I wanted to build something of my own that would make an impact. This led me to establish TeknoDome, a venture that became my entry point into the global consumer electronics industry. Over the years, TeknoDome expanded its reach across the CIS, UAE, the Middle East, and Africa, becoming a trusted distributor for some of the biggest brands in the tech and gaming industries.

But I didn’t want to stop there. With the success of TeknoDome, I felt a strong desire to create something uniquely Indian, something that could address the growing demands of the dynamic Indian market. That’s how Elista was born. I wanted to bring the same international expertise and innovation I had gained abroad into India, especially focusing on Tier 2 and Tier 3 cities where access to quality tech was very limited. Elista’s mission is simple: offer high-quality, cutting-edge technology that’s also affordable - because I believe that innovation should be accessible to everyone, not just a privileged few.

How and when did Elista happen?

Elista was established in 2020, at a time when the world was grappling with the challenges of the corona virus pandemic. Recognizing the changing needs of households during this difficult period, we boldly launched our brand with a focus on providing essential products that addressed these emerging demands. Our journey began with the introduction of Smart TVs & dishwashers—an appliance that became the need of the hour as people sought convenience and hygiene solutions for their homes.

Later that same year, we expanded our portfolio by introducing a range of household appliances, including washing machines. This marked our first step toward becoming a comprehensive brand that offers innovative, high-quality products at affordable prices, with a focus on meeting the evolving needs of modern households across India.

How many manufacturing facilities do you have in India? Any plans to have more? What is the capacity like for different products?

As part of our expansion efforts, we announced the development of a state-of-the-art 1.32 lakh sq. ft. manufacturing facility in Kadapa, Andhra Pradesh, in March 2023. Additionally, we have signed an MoU with the Government of Andhra Pradesh to invest Rs. 100 crore into establishing a second manufacturing plant in the state.

Once operational, these two facilities will significantly boost our production capacity, with an annual target of producing 1,000,000 TVs and 1,000,000 LED monitors and our foray into appliances manufacturing. This strategic investment will enable us to bring innovative and cost-effective products to both domestic and global markets, aligning with our vision of providing affordable technology while contributing to India's Atmanirbhar Bharat initiative and staying true to our tagline – Making in India for the World.

How much have you invested in India and what is the plan like, in this regard, going forward?

Elista has steadily increased its investments in India, with a commitment of Rs. 250 crore toward expanding our manufacturing capabilities and driving innovation in the consumer electronics sector. Financially, we reported revenue of Rs. 158.8 crore for FY2022, which grew to Rs. 200 crore in FY2023. Looking ahead, we have ambitious plans to expand our global footprint with revenue projections of Rs. 1,500 crore by 2025. This reflects our dedication to scaling up both in India and internationally, while continuing to deliver innovative products to our consumers.

Any plans to turn Indian facility into global manufacturing hub?

Yes, we are actively working towards transforming our Indian facilities into a global manufacturing hub. With a growing presence in 18 countries and a strategic plan to expand to 50 countries by 2025, we see tremendous potential for leveraging our Indian production capabilities to serve international markets. Our goal is to align our manufacturing processes with global standards, ensuring that products made in India meet the demands of both domestic and international consumers. This vision will enable us to scale efficiently while continuing to offer innovative, high-quality products at competitive prices globally.

How is your Indian market growing? Which category is growing faster?

Elista has experienced strong growth in the Indian market, driven by a diversified product portfolio that caters to evolving consumer needs. Our smart LED TV range, which spans from 32 inches to 85 inches, has been a standout performer, contributing to 70 per cent of our overall revenue. Additionally, our semi-automatic washing machines, ranging from 7 kg to 9.5 kg, are another fast-growing category, with home entertainment and household appliances becoming popular choices, especially during the festive season. We also launched Inverter ACs in the summer for 2024 and got tremendous response from the market. We’ve also seen increasing demand for Music devices & IT Accessories, which currently contribute around 10 per cent to our revenue. These categories are gaining traction as consumers seek more connectivity and convenience in their daily lives.

How would you like to position your brand?

At Elista, we position ourselves as a brand that blends cutting-edge innovation with affordability, catering to a wide spectrum of consumers without compromising on quality. By focusing on technological advancements and local manufacturing capabilities, we deliver high-quality products—like smart TVs and household appliances—that meet the evolving needs of both domestic and international markets.

Our competitive edge lies in offering premium features at accessible price points, ensuring that advanced technology is available to all. In addition, we emphasize sustainability and energy efficiency, reflecting our commitment to responsible innovation. Strong after-sales service and customer support further enhance the customer experience, fostering long-term brand loyalty. Through continuous R&D and a proactive approach to consumer feedback, we stay ahead of market trends, ensuring that Elista remains a trusted and relevant brand in the rapidly evolving consumer electronics landscape.

How would you like to see Elista, say 3 years down the road?

In the next three years, we envision Elista significantly expanding its global footprint and product portfolio. By 2025, we aim to be present in 50 countries, backed by strategic R&D and marketing initiatives. Our focus will be on entering new product categories, strengthening our position as a leader in consumer electronics by delivering innovative, high-quality, and sustainable solutions.

We will continue investing in advanced technology, sustainability, and customer-centric solutions. Building strong partnerships and adapting to emerging market needs will play a critical role in driving this growth, positioning Elista as a recognized global brand in the consumer electronics space.

How are you leveraging Teknodome in expanding Elista's base across the world?

Teknodome has been instrumental in driving Elista’s global expansion, helping us efficiently scale our presence in international markets. By leveraging Teknodome's robust expertise in distribution and supply chain management, we’ve rapidly expanded our international footprint to 18 countries since our inception. As we continue to grow, Teknodome's infrastructure remains a key enabler, supporting our entry into new markets and ensuring that Elista’s innovative and high-quality products reach an ever-widening global audience.