What does it take to set up one of India’s most advanced smart TV plants with a one-million-unit capacity? Why are panels and chipsets still bottlenecks for ‘Made-in-India’ electronics? Saket Gaurav from Elista answers, sharing steps to make India a global consumer electronics hub with EFY’s Vidushi Saxena.
Q. Please tell me about the company Elista and how it started?
A. Elista is a brand incorporated under Teknodome India Private Limited. Teknodome is a group that began its business in Dubai, primarily focused on distributing IT and consumer electronics.
Elista, launched in India in 2020, initially positioned itself as a brand catering to Tier 2 and Tier 3 cities. Within just two years, the brand expanded onto the international stage. Elista is a brand that is truly made in India, with most of its products manufactured locally. Recently, the company ventured into its own manufacturing operations, establishing a state-of-the-art facility in Kadapa, Andhra Pradesh.
As of 2025, Elista has grown significantly, achieving a retail footprint of over 20,000 outlets, 650+ distributors, and 600+ service centres across India. The brand’s products are now available in more than 18 international markets, including the United Arab Emirates (UAE), Africa, CIS, Asia, and Tanzania. Elista is on track to achieve ₹15 billion in revenue by FY2026, with a global revenue target of ₹50 billion by 2028.
Q. What gap are you aiming to fill in the Indian market?
A. The foundation of our approach has always been to offer quality products at fair prices for all consumers. Recognising the gap in service and availability between urban and rural markets, we specifically designed and launched products that cater to the needs of every consumer, with a special focus on those in rural areas, ensuring they receive the same quality and service, often at more pocket-friendly prices.
Q. Can you take us through your product portfolio?
A. Our major product portfolio is in TVs and display products, which include smart TVs and monitors. In consumer electronics, we offer appliances such as refrigerators, dishwashers and washing machines, as well as seasonal products like air conditioners and air coolers.
In the IT segment, we have a complete range of products including keyboards, mouses, monitors, uninterruptible power supply (UPS) systems, switched-mode power supply (SMPS) units, and cabinets. Recently, we also ventured into the storage business, where we are manufacturing internal storage devices under our own brand through outsourced manufacturing.
Overall, our product portfolio is quite extensive, covering both IT and consumer durables.
Q. Why was Kadapa chosen for your ₹2.5 billion plant?
A. Let me first tell you about this plant. It spans across 12,265 square metres (1.32 lakh square feet) and is primarily designed as an export-oriented facility. According to our plans, around 60 per cent of its production will be exported to international markets, while the remaining 40 per cent will serve the domestic Indian market.
Now, one of the key reasons we chose this location is its proximity to Chennai Port, which is critical since most of our inward shipments arrive from the Far East. Additionally, Andhra Pradesh government offers significant advantages in terms of ease of doing business. The state extended strong support through the production-linked incentive (PLI) scheme, which made it the ideal choice for establishing our first manufacturing base.
Q. May I know the current capacity of the plant and how much it is in use?
A. The total production capacity in a single shift is 1 million smart TV units. At the moment, we are operating at about 30 per cent of that capacity since we have only recently begun production. However, we expect to reach around 80 per cent capacity within the next two years.
Q. How much manpower is there?
A. We have around 125 direct employees right now. Once the plant reaches full capacity, this number is expected to grow to nearly 400. In addition, there will be a significant number of indirect associates working with us through outsourced arrangements.
Q. Is there any other plan to open a plant?
A. We do have an expansion plan for this manufacturing unit. The land acquisition is already complete, and over the next three years, our focus will be on expanding this facility. At the same time, we are in early discussions with a few other state governments about setting up manufacturing for additional appliances in our portfolio.
If I look at our journey, the first five years of this brand were about creating demand for Elista in India and abroad. The next five years will be about moving beyond being an original equipment manufacturer (OEM) or original design manufacturer (ODM)-dependent brand and instead focusing on our own manufacturing and quality standards. This will give us greater exclusivity and complete control over our products.
Q. Where do you source most parts, locally or globally?
A. Whatever is available and possible to source in India, we always procure locally. However, some components that are not manufactured in India must be imported from China and other countries in the Far East. Two major components account for nearly 70 per cent of the cost of a smart TV. The first is the display panel, which is not manufactured in India yet, and the second is the chipset or mainboard. These two are critical and must be imported. Apart from that, everything else, such as the body kit, speakers, remotes, and packaging materials, is sourced locally.
Q. May I know what you look for when choosing the suppliers?
A. For us, the first and most important criterion in selecting a supplier is the quality of the product. At the component level, we define strict quality standards and register only those vendors who can meet them. Vendor selection is therefore critical to ensuring the overall quality of our products. We also look at the vendor’s track record, including their past experience and supply history. Only after quality is assured do we consider commercials and the strength of their supply chain. So, while pricing and logistics matter, the primary criterion always remains the quality of the supply.
Q. How do you ensure quality control for key components? Is there a test and measurement team?
A. Yes, for the components we source locally, we carry out pre-dispatch inspections and also have our own quality team stationed at the vendor’s premises to ensure everything remains under our control. For imported components, we make sure the shipment is monitored under our supervision. Either we travel ourselves or appoint a third party to verify the quality of the goods being loaded. Once the goods arrive at our factory, they go through a complete quality check before entering the warehouse. Only after this process are they moved to the shop floor for manufacturing.
Q. As you said, the Kadapa facility is an ‘export-oriented’ facility, can you tell me more about your exports?
A. Our factory began production in June, and we completed our first export in July. Elista’s first export from its manufacturing facility in Kadapa was to Dubai, United Arab Emirates (UAE). This export aligns with the India-UAE Comprehensive Economic Partnership Agreement (CEPA).
Q. How do you manage logistics for parts coming in and goods going out?
A. We have an internal logistics team that oversees the pickup and delivery of materials. For both domestic and international freight forwarding, we work with outsourced transport companies. Additionally, we use an internal customer relationship management (CRM) system to monitor and manage the entire supply chain.
Q. Can you tell me more about your supply chain and any challenges you face regarding it?
A. No, we do not face major challenges in the supply chain, but it is divided into two parts. We have an international supply chain division that manages both the import of components from the Far East and the export of products from our facility.
On the domestic side, the main challenge is that it is difficult to find a single vendor who can cover all of India. What we typically see is two types of domestic vendors: regional players who are very strong in their specific areas, such as one vendor for South India and another for the Northeast, but not one vendor who can effectively handle pan-India operations.
As a result, we work with multiple vendors. In fact, this often works to our advantage because strong regional vendors have better knowledge of local geographies, routes, and conditions, which allows for more efficient transport. Practically, I do not think it is possible for any single vendor to manage the entire Indian supply chain effectively.
Q. How much research and development (R&D) do you do in-house versus outsourcing?
A. The smart TV production involves 100 per cent in-house R&D. There are two components to this. The hardware component is entirely designed in-house, while the software contribution from our side is relatively small, since the operating system comes with a predefined user interface (UI) and other elements.
When it comes to hardware, however, everything is fully developed in-house, from picture quality and sound performance to the product’s design and aesthetics. Every aspect is handled internally.
Q. What new product categories will you make in your manufacturing plant in Kadapa?
A. Currently, we have started with smart TVs. Production of monitors is expected to begin in the first quarter of 2026. Next year, we also plan to expand our smart TV lineup. For example, we will add QLED models, and we are in discussions with vendors to include QNED technology as well.
Within the existing product category, we will introduce innovative new products. For instance, we are developing a TV that can function as a dual device, serving both as a TV and a CCTV camera. This is still in the very early stages, but if everything goes well, we expect to launch this product in 2026. These are some of the developments and research projects happening behind the scenes.
Q. Who is taking care of the manufacturing plant?
A. The manufacturing is run by professionals who have been in this industry for a long time, headed by someone with almost 30 years of experience. I am personally more involved in this manufacturing vertical because it is a new business for us.
So far, we have primarily been in distribution, and moving into manufacturing requires professional management. Our production lines are fully automated and among the best in India, with three lines currently in operation. All aspects, from line maintenance to plant upkeep, are carefully managed.
Commercial operations remain in Noida, though two cost centres are planned: trading will stay in Noida, while manufacturing will be fully based in Andhra Pradesh. Finance, accounting, and logistics are centralised in Noida, with production, demand, supply, and other operations managed from Andhra Pradesh.
Q. Do you need suppliers beyond parts, like for the equipment automation?
A. It is all handled within the team, so we do not need a separate network for this. For spares, we procure additional quantities at the time of component procurement, based on our market intelligence. Service and after-sales support are fully controlled in-house. We work with over 500 outsourced service centres across India, but these are managed by our internal team at our headquarters in Noida. In this way, we maintain our own service network throughout the country.
Q. Are you also planning to invest in a particular aspect in three to five years?
A. Yes, in the first phase, our investment will go into expanding the manufacturing facility we have in Andhra Pradesh. Following this expansion, we plan to invest in another manufacturing facility for a different product line; however, this initiative is still in its early stages.
Over the next five years, our major investments will focus on R&D, manufacturing, and, to a lesser extent, brand building, marketing, and sales team expansion. However, the majority of the investment will be directed toward the manufacturing vertical.
Q. What do you think about being OEM or ODM for other brands to manufacture for them?
A. Yes, that is very much on the cards. Initially, we manufacture for two brands: our in-house brand, Elista, and another brand, Daewoo. We also hold the trademark license for the Daewoo brand in some Middle Eastern and Central Asian countries. In the first phase, we will focus on manufacturing for our own brand.
In the second phase, we are already in talks with several brands across the Middle East, Europe, and Africa to act as their OEM and ODM partner. This is why I said that the vision for this manufacturing facility is very clear: we aim to serve international markets and position India as a potential smart TV manufacturer for the global market.
Q. How do you think the government is helping you in setting up the plant, or is there a scheme that has helped you?
A. Yes, obviously, the state government’s PLI scheme, which is a production-linked incentive, has been very helpful from the beginning, right from land allocation to setting up the facility. Post-production, we also receive support, including GST and logistics subsidies. There are two main components of incentives that we benefit from: one is the state-level PLI scheme, and the other is export benefits provided by the central government.
That said, when we compare India’s export benefits to those of other countries, they are still somewhat limited. We need stronger government support for exports. Nevertheless, for starting out, the support provided by the government is adequate for industries like ours.
