Defunc, the Stockholm-based audio brand founded by Johan Wahlbäck, has announced plans to expand its business to India by launching a sub-brand called Mondo. The move comes just a few months after the company launched in the Indian market, intending to take advantage of the local market and shorten lead times to the Middle East and Europe.
Initially, the company plans to manufacture truly wireless products specifically for the Indian market. They will work with a local partner to develop and manufacture the earphones to be sold under the Mondo sub-brand. The company is confident in its ability to become an international brand that takes a niche of the true wireless market from established domestic brands. Defunc is among the few international brands that offer a complete range of wireless devices from entry-level to premium segments.
The decision to manufacture in India is strategic, as it makes the company more competitive than most international brands that manufacture in China and pay 25 percent in customs. Wahlbäck has stated that his intention is not to become bigger than Boat, the largest domestic brand with about 40 percent of the market share, but to capture a good portion of their market.
Defunc plans to become the lifestyle international brand in India, targeting the high-end audience as well as the mass market. The potential for growth in India is enormous, and the company plans to leverage its network of contacts, celebrity endorsements, influencer collaborations, traditional marketing, social media, and local partners like Amazon and Chroma to tap into this market.
The company is prepared to invest for the long term and build a strong, sustainable, long-lasting brand. Initially, the brand will focus on Delhi and Mumbai for impact, with plans to expand to other regions in the future.
Defunc’s plans to expand into the Indian market are exciting news for both the audio industry and consumers in India. With its unique position in the market and Wahlbäck’s extensive experience in the audio industry, the company is well-positioned to become a major player in the Indian market in the years to come.
In addition to the potential for growth in the Indian market, this expansion will benefit the local economy by creating jobs and generating revenue.
The Indian market for consumer electronics is one of the fastest-growing in the world. The rise of digitalization, increasing disposable incomes, and a growing middle class have all contributed to the rapid growth of this market.
Additionally, Defunc has a strong commitment to sustainability, which will further benefit the Indian market. The company’s products are designed with upcycling in mind, and it has taken steps to reduce its carbon footprint by using recycled materials in its packaging and offsetting its carbon emissions.Â
This expansion to India is a promising development for both the company and the Indian market. With its focus on producing high-quality, affordable true wireless devices and commitment to sustainability, Defunc is well-positioned to become a major player in the Indian audio industry.
As the Mondo sub-brand launches in India, it will be interesting to see how it fares against established domestic brands such as Boat. However, with the company’s track record of success and the strength of its products, it is likely to capture a significant portion of the Indian market in the coming years. With the potential for further innovation and growth, Defunc’s expansion into India is sure to be a significant development for the global audio industry.
