An exclusive interview with Aneef Tas, CEO of Endefo – Dubai Based Electronics Brand
In the ever-evolving landscape of consumer electronics, few names shine as brightly as Endefo, a youth-centric brand that has left an indelible mark on the industry. With a vision that encompasses innovation, accessibility, and a deep understanding of the modern youth’s needs, Mr. Aneef Tas has steered Endefo to unprecedented success as its CEO.
Under the umbrella of the Ashtel Group of Companies, Endefo has emerged as a Dubai-based powerhouse that caters to the dynamic tastes and desires of today’s youth. In this exclusive interview, we delve into Mr. Tas’s remarkable journey, the ethos driving Endefo’s success, and the challenges and triumphs that have molded the brand into what it is today.
Can you tell us about the journey of Endefo and its mission in the electronics market, especially in catering to the youth demographic?
Aneef Tas: We started in 2019, post pandemic we limited ourselves to starting from Kerala after 1 year trial run we were confident on product line up and the strategy so moved to other states in south and now endefo is available in 10+ states in India.
Endefo’s management team has more than 2 decades experience in the gadget industry across the globe and with that expertise we entered the world’s fastest growing economy. Coming to the product category we are more into music, wearables and power products which cater entire age group and our segments such as ENC TWS, Gaming TWS, Party Speakers, trolley speakers and all are more focused in youth where we bring all the latest technology for them
What inspired the creation of Endefo, and what sets it apart from other electronics brands, particularly in the context of serving the youth market?
Aneef Tas: Technology in one word, since we are in 24+ countries and we know the new technology which is going to launch more than any other, the same we want our Indian consumers to get at the same time, which is not happening.
Now our only intention is to bring up new technology products which can ease people’s style and make them more productive in their life.
The electronics industry is known for rapid technological advancements. How does Endefo stay innovative and relevant to the ever-changing needs of its target audience?
Aneef Tas: As said above our R&D is working on new designs with the technology that can be easily targeted to our young generation. For example, we are the only brand which provides Capacitive touch control Speakers in India and we have a big segment with waterproof speakers which keep endefo as a standalone brand in this highly competitive market. We also work hard to ensure the consumers get the good quality product at an affordable price
Could you highlight some of Endefo’s most popular products and their unique features that appeal to today’s tech-savvy youth?
Aneef Tas: In terms of wearables, we are now launching Enfit NEO series with 2 models which comes with all the features additionally added “Always on display”, “One touch sports mode”, “600 NITS brightness”, “wireless charge” etc which customer can purchase at normal smartwatch price.
And coming to the speakers, we are having a big range of speakers from 6 W to 80 W Speakers and above all our major business generator – TWS is designed to cater the entire age groups.
Dubai is a hub for innovation and technology. How does being based in Dubai influence Endefo’s approach to business and product development?
Aneef Tas: Yes, as said we live in a technology surrounded place, and we have expertise for more than 20 years and India needs brands like us to make all new technology available in India. As we stated earlier we ran the business for almost 1 year as a pilot and now we know exactly what Indian consumers want and we can launch it.
Currently we are increasing our product line ups with a very good investment and we target ourselves with 200 + products specially designed for India in end of 2024
The youth market is highly competitive. How does Endefo engage with its customers and build brand loyalty among the younger generation?
Aneef Tas: Our placements, currently we are working closer in the offline market where we are associated with bigger chains of outlets as well distribution partners and we are expanding ourselves in each state. At the same time, we are building up our new E commerce site where every consumer can get endefo in a click with no additional charges. End of this year we target to reach 20 states in India with availability in 80% retail stores in India
How does Endefo view the future of electronics and consumer technology, and what role does the brand aspire to play in shaping that future?
Aneef Tas: India’s growth is attracting numerous players in the market, but eventually, only brands that prioritize quality over low prices will endure. Our extensive experience in the Indian smartphone industry has led us to believe that brands with a long-term vision and substantial investment are the ones who will thrive after 2-3 years.
We place a strong emphasis on quality control to ensure that our products meet the expectations of consumers, enabling us to establish a quick and meaningful connection with our customer base.
What advice would you give to young entrepreneurs aspiring to enter the electronics and technology sector, especially in regions like Dubai?
Aneef Tas: Dubai is often referred to as a place of limitless possibilities, where opportunities abound. By formulating a well-thought-out strategy and having a clear vision for the long term, anyone can readily seize their aspirations and ambitions in this vibrant city.
What message would you like to convey to your customers and the broader community about Endefo’s commitment to quality and innovation?
Aneef Tas: We are individuals with a strong background in technology, and our broad understanding of different countries has empowered us to innovate and create new products, just as anyone else can. Our primary focus is on ensuring top-notch quality to guarantee the satisfaction of every customer with our offerings.
As our conversation with Mr. Aneef Tas, the CEO of Endefo, comes to a close, it’s abundantly clear that Endefo’s ascendancy as a youth-centric electronics brand is a testament to his unwavering dedication to innovation, quality, and the youth’s unique needs.
Through insightful leadership and the backing of the Ashtel Group of Companies, Endefo has not only carved out a niche in the market but has also set new industry standards. The brand’s journey reflects a dynamic fusion of technology and creativity, a blueprint for how a company can connect with the youth of today, while simultaneously setting its sights on the innovations of tomorrow.
We thank Mr. Aneef Tas for sharing his invaluable insights, and we look forward to witnessing the continued success and evolution of Endefo in the dynamic world of consumer electronics.
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