With the focus on local value addition amid its global expansion and investment plans, Ambrane’s latest move aligns with national objectives of localising component manufacturing.
Ambrane, indigenous electronic brand, announced its investment plans of Rs 100 crore in its Indian manufacturing unit to enhance component localisation. It also aims to improve the infrastructure and increase the number of skilled labourers. Besides achieving 70% localisation, and is targeting 100 other cities and towns within the country. Additionally, the company seeks to expand geographically targeting seventeen other countries.
Indian consumer electronics and smart wearable brand has expanded its factory in Haryana from 30,000 to 80,000 square feet. Collaborating with 150 distributors nationwide, it aims to increase that number to 500 in three years.
Ambrane’s founder and director, Ashok Rajpal, emphasizes on the company’s complete commitment to producing goods in India. They collaborate with local suppliers to acquire materials necessary for manufacturing. For instance, consumable plastics and battery materials are sourced from local vendors in Andhra Pradesh, Mumbai and Uttar Pradesh.
It is expanding to multiple cities across Haryana, Karnataka, Tamil Nadu, Punjab and more, as it sees sales growing by about 50 percent each year in tier-II and tier-III cities. For its global plans, in January this year, it entered Germany, France, Belgium, Italy, Japan, the Netherlands, Poland, Spain and the UK via Amazon.
Ambrane prioritizes local value addition by encouraging domestic component production, aligning with the Central Government’s Made in India initiative introduced in 2014.
Public-private partnerships, investment-friendly policies, and R&D efforts in the semiconductor segment are expected to transform the Indian electronics sector.
Ambrane claims to have sold over 40 million products in India, leading in power banks and wearable brands. Along with the major e-commerce players in India, and a network of more than 10,000 dealers, it maintains a formidable nationwide presence.
