Meet Vij, Co-founder of Lyne, a home-grown innovative mobile devices and accessories brand

Interview with Meet Vij, Co-founder of Lyne, a home-grown innovative mobile devices and accessories brand

At Sugermint Media, our aim is to bring to our entrepreneurs community some of the inspiring and motivational stories from the entrepreneurial ecosystem.

As part of this endeavour, we invited yet another passionate entrepreneur Meet Vij, Co-founder of Lyne, a home-grown innovative mobile devices and accessories brand for an exclusive interview with us.

Tell us a little about yourself

Meet Vij: My family hails from the city of Rajkot in Gujarat. Being a family in business, my father, Navin Vij, and my uncle Paresh Vij, had several years of experience in the consumer electronics market.

With an interest in family business, I started to help my father and uncle with the brand U&i while completing my undergraduate degree.

I handled the marketing, e-commerce, and research and development departments of U&I. While the company was doing great in its market, I felt a need to have a sub-brand that bridged the gap between design-centric youth products and affordable prices, this is where I came up with Lyne.

Currently, I look over the marketing, brand positioning, e-commerce, sales, and distribution for Lyne.

Please tell us a little about your entrepreneurial journey

Meet Vij: It was during my time at U&i where I learned a lot about various aspects of business and marketing.

The D2C ecommerce market began to grow quickly following COVID. By introducing U&i products into an untapped market, we attempted to explore this industry.

I began promoting the brand on social media and discovered our potential online target market. We made the decision to launch Lyne as a luxury consumer electronics brand as a result of all this knowledge and the advice from my uncle and father.

Kindly brief us about Lyne, its specialisation, and the services that it offers

Meet Vij: Our brand Lyne is a newly launched consumer electronics company that offers its users design-centric, high-quality mobile accessories at affordable prices.

We have 50+ products in 10 different categories, including earphones, earbuds, headphones, nackbands, speakers, data cables, power banks, USB drives, etc.

Lyne products are carefully designed to offer a stylish, yet bold appearance that complements the convenience of everyone using them.

Due to our six international manufacturing units and a packaging unit in India, these products have an affordable price range.

Customers get the best of everything with these products, as they have a premium appearance, are distinctive, and are of the highest possible quality.

How many employees in your organisation?

Meet Vij: Outside the core founding team, we have around 800 employees, which consist of 750 workers, 20 designers, 10 managers, and 20 sales representatives.

What is your biggest USP

Meet Vij: From a product perspective, the superior quality of our products happens to be one of our biggest USPs.- Our products always stand up to our promise of bringing to our customers -something that’s premium, affordable, stylish, and yet comfortable. –

When it comes to operations, I think our distribution chain is one of our biggest strengths. Owing to our previous experience with U&I, we have a strong knowledge of and hold on the distribution network, which helps us distribute our products throughout the country, thus making our products easily available

What was the inspiration behind turning an entrepreneur?

Meet Vij: I have always been drawn towards starting my own business. The challenge of starting something from scratch and the satisfaction of seeing it flourish is fulfilling.

Further to this, my family, especially my uncle, has been a great example for me on my journey so far. As a businessman, he understood his target audience very well.

He also taught me the value of building, maintaining, and leveraging my connections with people for good.

He brought U&I to a great position using this skill. His teachings have always inspired me, and I wanted to do something similar. This is what inspired me when I came up with the idea of Lyne.

What was your mission and vision at the outset?

Meet Vij: Our short-term goal for the company is to increase the brand’s value and take it to unreachable heights over the next three years.

We wish to be a one-stop destination for all the tech needs of our customers. In the long term, we want to make Lyne an affordable consumer electronics brand that is recognised and trusted globally.

What’s your company’s goals?

Meet Vij: We are aiming a turnover of 500 crore in the next financial year, while expanding our offline distribution to every state in India by April 2023.

We also look forward to entering the e-commerce industry after establishing ourselves across the country through our in-store reach. However, our focus will always continue to be on the offline sales channel.

What have been some of your failures, and what have you learned from them?

Meet Vij: My entrepreneurial journey has just begun. I feel like I’ve been learning new things since the day I started, and I will keep learning along the way. It will always be a continuous learning process for me.

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