Rs 3,000-Cr Success Story: How A Bengaluru Shop Became An 800-Store Tech Retail Giant

Subhash Chandra, 58, chairman and managing director of Sangeetha, is famous for innovation and consumer-centric retailing. What began as a humble gramophone records (music or Sangeetha) shop in 1974 has now transformed into one of India’s largest multi-brand mobile and smart gadget retail chains. Sangeetha boasts a network of over 800 retail outlets across the country, employing a workforce of over 4,000 individuals and a turnover of Rs 3,000 crore.

In an exclusive interview, with Bizz Buzz, Chandra walked us through his journey—from his childhood to the thriving success of Sangeetha—and shared his views on creating new benchmarks in the gadgets retail sector by express delivery, industry policies, trends, innovations, tech-enabled human-driven solutions, and CSR initiatives

How did your journey and that of Sangeetha begin?

My journey started in adversity. I lost my mother when I was just seven, and my father, Mr. Narayan Reddy, struggled to manage our family business, ‘The Merchant.’ He had to shut it down and restart from scratch.

Sangeetha was founded in 1974 by my father and his friends as a small gramophone records shop in Bengaluru. It wasn’t easy growing up in those circumstances, but they shaped my determination. I joined Sangeetha when I was very young and my father, a son of the soil, wanted me to focus on higher studies. But I was passionate about business. At that time, Sangeetha transitioned to retailing television sets alongside gramophone records. By 1997, the turning point came when mobile phones entered India. I saw the potential and decided to bet on it. Over the years, Sangeetha has evolved, focusing on quality, innovation, technologies, and customer trust.

From 1997 till now, what were the significant milestones in Sangeetha’s journey, and how did the brand adapt to changing times?

One of the turning points was the introduction of mobile phones in the late 1990s. We not only sold mobile phones but also offered them with bills and warranties, which was rare back then. We bundled phones with SIM cards and introduced insurance for damages and theft. This was unheard of in India at the time. Between 1997 and 2002, we dominated Bengaluru’s mobile phone market.

Today, with a store every two kilometers, Sangeetha has seamlessly woven itself into the fabric of the city, ensuring our presence in every bustling hub and vibrant neighborhood alike. We expanded to Hyderabad and Chennai and introduced services like over-the-counter claim settlements within 72 hours. Now, we have moved beyond the role of a traditional retailer and positioned ourselves as a trusted technology partner. We understand that modern consumers seek more than just a device—they seek assurance, convenience, and value. Through our pioneering value-added services, we ensure that every customer enjoys a seamless, secure, and rewarding experience, redefining consumer satisfaction in the digital age.

Sangeetha is celebrating 50 years this year. Have you planned anything to mark this milestone?

Celebrating 50 years is a monumental achievement for us. We recently inaugurated our new corporate office, Sangeetha Vision, and a flagship store, Sangeetha Gadgets, in Jayanagar, Bengaluru. These represent our commitment to innovation and customer-centric retailing.

We have ambitious plans to widen our reach by increasing the number of stores and leveraging the prowess of technology. Now we are expanding aggressively into emerging smart gadget categories. We have been a pioneer in express delivery by delivering smartphones in 47 minutes and now are moving to 30-minute express delivery of smart phones and gadgets. We have an innovative omni-channel strategy, including hyperlocal deliveries in 30 minutes. This sets us apart from conventional retailers.

Whether in a metro city or a Tier 3 town, customers receive the same level of service and speed, reinforcing the brand’s commitment to accessibility and customer satisfaction.

Quick Commerce is a key focus area, enabling us to seamlessly blend our rich legacy in offline retail with the speed and efficiency of modern digital delivery. By ensuring smart gadgets reach our customers swiftly to match today’s fast-paced lifestyle, we continue to uphold our commitment as the 'Pioneer Then. Leader Now.'

What does Sangeetha do to enhance consumer experience?

We are redefining consumer experience by shifting the focus from merely selling gadgets to creating a seamless and worry-free consumer experience. In today’s fast-paced digital world, purchasing a smartphone or any tech device is more than just a transaction—it’s an investment. We understand this sentiment. We have built our services around consumer trust, convenience, and financial security.

The introduction of industry-leading Value-Added Services (VAS) ensures that customers are not left vulnerable after their purchase. With features like Damage Protection and Screen Protection, customers no longer have to worry about accidental drops, cracks, or water damage, as we cover a significant portion of the repair costs. In case of theft of smartphones and gadgets, we offer our customers insurance benefits without asking for FIR copy.

Along with physical protection, we also acknowledge the frustration of fluctuating prices in the market. With Price Protection service, we eliminate post-purchase regret by ensuring customers get the best value. Our commitment to customer convenience extends further with the ASSURE plan, which simplifies after-sales service like never before. From free pick-up and drop-off for repairs to direct reimbursements for self-repairs, and even covering 70 per cent of the cost of a new device if a phone is beyond repair, Sangeetha ensures a truly hassle-free experience.

What role does quick commerce play in Sangeetha’s future strategy?

In this era, India is transitioning rapidly to a faster or express delivery model known as quick commerce (Q-Commerce). Over the past three to four years, particularly among the younger population, this shift has become a habit. Given India’s massive population, it is unsurprising to witness an annual growth rate of up to 300 per cent in Q-Commerce, a subset of the burgeoning e-commerce sector.

Unlike traditional e-commerce, Q-Commerce focuses on meeting daily consumer needs, making its astronomical growth remarkable as it started from scratch. The seamless experience enjoyed by younger consumers has been a key growth driver for this industry. Today’s consumers value convenience and speed, and we’re positioning Sangeetha as a leader in this space. By combining our physical stores with tech-enabled human-driven solutions, we’re ensuring that customers can get gadgets delivered to their doorstep in record time.

What are your views on the government’s upcoming e-commerce policy and its potential impact?

India has been deliberating on an e-commerce policy since 2018. Transparency, fairness, and consumer protection should be its cornerstones. For instance, algorithms on online platforms must not manipulate consumer choices. Authenticity in reviews and eliminating misleading advertisements are equally important. A robust policy would strike a balance between supporting small businesses and regulating large platforms. It could also encourage “Make in India” initiatives, promoting innovation and competition while safeguarding consumer interests.

As a veteran of the industry, how do you see the emerging trends in the retail sector?

The retail sector’s adoption of cutting-edge technology has played a pivotal role in optimizing business operations. New technologies enable accurate predictions of order patterns, improve delivery timelines, and streamline inventory management, thereby enhancing overall business efficiency. This tech-driven optimization is expected to dominate commerce in the years to come. As e-commerce and Q-Commerce continue to evolve, the focus needs to be on delivering a seamless and quick experience to consumers. Companies that excel in providing instant gratification through efficient delivery systems, innovative business models, and advanced technologies will gain a competitive edge in this fast-paced industry. I strongly advocate integration of NBFCs into the retail ecosystem that could be very beneficial, especially for high-value categories like electronics.

What are your initiatives in corporate social responsibility or CSR?

CSR has always been close to my heart. On my 58th birthday, we announced an allocation of Rs 2 crore for social initiatives. Our focus areas include combating human trafficking, supporting leukemia patients, promoting art and young artists, and education for underprivileged children. During the Covid-19 pandemic, we pledged one million meals under the Daily Feeding Programme and collaborated with Zomato’s Feeding India initiative. We also played a critical role in transporting life-saving oxygen during the Delta wave.

Moving forward, we plan to expand our initiatives, particularly in health, sanitation, education, combating human trafficking, and promoting art. We’re committed to making a meaningful impact in the communities we serve.

What’s next for Sangeetha?

The next few years will be transformative. Our goal is to reach 1,000 stores by 2025-26 and strengthen our presence in emerging gadget categories. Q-commerce will be a cornerstone of our strategy, ensuring we stay ahead in the retail landscape. Sangeetha’s journey has been about staying ahead of the curve, and that’s exactly what we’ll continue to do. As we celebrate the company’s 50th anniversary, we are charting a bold path forward, embracing Q-commerce, enhancing consumer experience with tech-enabled human-driven solutions, expanding our retail footprint, and making a difference through impactful CSR initiatives. Our legacy and future are a testament to the power of resilience and consumer-focused innovation.