The birth of ADCOM, an Indian family run tech startup, was in 2002 when a distributor for IT companies selling IT peripherals- mouse, keyboard, hard drivers, and more decided to launch it’s own brand. Now cut to the present time, the brand has earned a significant reputation in the marketing industry with its high-quality, fashionable and affordable tech gadgets.
From stepping into e-commerce business, launching its mobile phones and tablets back in the day in 2008 to stopping its production for three years later on, and again starting it with revamped models, the road to success for ADCOM was full of bumps, but needless to say the journey was successful at the end. However, the now CEO describes these accomplishments as the first step to something bigger and greater.
“ADCOM INDIA IS A BUSINESS THAT IS BORN OUT OF LOVE”sahib
ADCOM is not just a startup, but a lot of emotions are also entangled with it. But what does success mean for this passion-driven entrepreneur? It is the level of a customer’s connection with the brand and their happiness and satisfaction with the product. “For us, success is not sales or numbers. It’s about how our customers feel. If one feels connected to our brand and feels happy to own an ADCOM gadget, we at ADCOM feel accomplished” Sahib points out.
His father came up with the brand’s first cell phone in 2008, and later tablets in 2012. Furthermore, the company marked its first presence in the e-commerce business when the founder tied up with Homeshop and Snapdeal in 2012. It was also when the global giants Amazon and Flipkart didn’t exist in India. However, in 2015, the manufacturing and production of ADCOM came to a halt when they officially became the overseas partner of ZOPO, a Chinese smartphone MNC. Moreover, before restarting ADCOM, Sahib worked with that company for a few years. “After some time, I decided that I want to restart ADCOM brand and ADCOM launched its first product in JULY 2018 after a time of 3 years” Sahib explains adding that now within two years they have acquired many products in its catalog and many in the pipeline such as mobile lens, gaming products, mouse.
“WE HAVE GOT A VERY POSITIVE RESPONSE FROM OUR CUSTOMERS. ALL CUSTOMERS WHO HAVE MADE A PURCHASE HAVE GIVEN US EXTREMELY POSITIVE FEEDBACK REGARDING OUR PRODUCTS, AND ALSO THEY HAVE DECIDED TO COME BACK TO US AGAIN”sahib
The biggest challenge for Sahib while restarting ADCOM was to take it to a position where it once was in 2005 and 2010. His father had already taken the company’s name to a well-reputed position during those years, and his task was to maintain that position and once achieved further improve it. In those initial years, the competition was far less than it is now when technology is at its peak, and many foreign companies have also landed in India.
“ADCOM aims to target those looking to have unique, affordable, and yet fashionable tech gadgets” he tells us about their target audience. In this generation of Gen-Z, a gadget’s design or appearance is as important as its technology along with its pricing range. “Furthermore, we are also looking to specifically enter the film making, photography, videography, and gaming audience in the future.”
“OUR PRODUCTS GO THROUGH A LOT IN THE DEVELOPMENT PHASE, WHERE THE PRODUCT DESIGN AND SPECS IS BEING CHANGED, CUSTOMIZED SEVERAL TIMES”sahib
The development phase is one of the most crucial parts of product development as it is in this step where a product’s fate is sealed. Starting from its design to its specifications, all of these factors need to be decided in this part. ADCOM takes about 10-12 months to design a product’s final prototype and get it ready for final manufacturing. Sahib tells us that each of their products is customized to suit a person’s needs. “For instance, we have five mouses in our lineup, and each mouse has a different customized need for different users” he gives an example of their customization. Their wireless mouse is made especially for meeting the needs of a working individual and a gaming mouse for those who love to game.
“WE HAVE A WEBSITE WHICH IS ALSO OUR E-STORE. WE MARKET OUR WEBSITE THROUGH VARIOUS MEDIUMS SUCH AS SOCIAL MEDIA, MAILERS, AND GOOGLE ADS. MOST OF OUR ADVERTISING AND MARKETING INITIATIVES HAVE A FOCUS OF DIGITAL”sahib
One of ADCOM’s most prioritized marketing methods is word of mouth and offering products at affordable prices. “We do not jack up the product prices by adding tremendous marketing expenses” Sahib declares. Being an e-commerce platform, using the advantages that digital space offers at its best, is imperative. And ADCOM is completely aware of it.
“The biggest boost in using digital services is that we can rightly target our audience using filters. For example, we target Indian gamers and showcase them our gaming lineup of products” Sahib reveals the efficient ways they follow on digital platforms to aware their potential customers. In addition, they target content creators and use keywords such as mobile photographers, video gamers, filmmakers depending from person to person. “We are also able to pinpoint users using geography and age” he adds.
Although they are available on all the social media platforms, it is Instagram and Youtube, where they have most target audiences. Apart from having the main presence on their e-store, their products are also available on third party e-commerce platforms such as Amazon, Flipkart, Snapdeal, Paytm, Shopclues and others where they do advertisements too. “In the digital age, if a business is not using digital marketing or digital platforms to reach their customers is missing out on a lot” Sahib talks about the importance of going digital.
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