Electronics Era: Explore Brandworks as a company, its achievements and business in India?
Nikita Kumawat: Brandworks, established in 2017, has swiftly ascended to become a prominent entity in ODM/ODM sector, boasting a distinguished reputation both domestically and internationally. Its capacity to serve a diverse array of categories, spanning consumer electronics, Lifestyle, healthcare, and IOT Smart device, underscores its versatility and adaptability.
At the heart of Brandworks’ success lies its cutting-edge manufacturing facilities, equipped with the latest technologies and processes. This infrastructure empowers the company to consistently deliver superior products and services to its clientele.
Still, growing at a rate of 75% reflects the power of the Indian economy. Such expansion has been underpinned by Brandworks’ ability to cultivate and sustain a diverse client portfolio, spanning both domestic and international markets.
Its R&D center is located solely in Mumbai. Through a relentless pursuit of innovation and continuous improvement, the company has not only fortified its competitive position but also cultivated a repertoire of patented technologies and processes, further cementing its industry leadership.
Electronics Era: How Brandworks is dedicated to promoting India as a global manufacturing hub under Make In India?
Nikita Kumawat: Brandworks has been a strong proponent of the Innovating for INDIA, actively contributing to India’s transformation into a global manufacturing hub. The company’s commitment to this initiative is evident in its strategic investments and initiatives. As India’s exports of electronics goods witnessed a remarkable surge in the financial year 2023-24 (FY24), reaching USD 29.12 billion, a significant increase of 23.6 per cent compared to the previous year.
One of Brandworks’ key contributions to the Make in India program has been its unwavering focus on localization and import substitution. The company has invested heavily in developing a robust local supply chain, working closely with domestic vendors and suppliers to build a reliable ecosystem. This has not only helped reduce dependence on imports but also created new employment opportunities and fostered the growth of supporting industries.
Brandworks’ dedication to the Make in India initiative is also reflected in its consistent R&D efforts. The company has invested significantly in developing indigenous technologies and solutions, tailored to the specific needs of the Indian market. This has not only enhanced the competitiveness of Indian-made products but also positioned Brandworks as a leader in driving innovation and technology adoption in the country.
Electronics Era: How do you see the growing evolution of IoT, NFC & Wearable in India? As a leading EMS company what opportunities do you find in manufacturing in India?
Nikita Kumawat: The evolving landscape of IoT (Internet of Things), NFC (Near-Field Communication), and wearable technologies presents immense opportunities for Brandworks and the Indian manufacturing sector.
IoT: The IoT market in India is poised for exponential growth, driven by the increasing adoption of smart devices, the proliferation of 5G networks, and the government’s push for digital transformation. Brandworks has recognized the potential of this sector and has been actively investing in the development of IoT-enabled solutions. The company’s expertise in electronics manufacturing and its understanding of the Indian market have allowed it to develop innovative IoT products and services that cater to diverse industries, from smart homes and cities to industrial automation and agriculture.
NFC: The adoption of NFC technology in India has been steadily gaining momentum, driven by the growing preference for contactless payments and the rise of digital transactions. Brandworks has identified this as a key growth area and has been actively engaged in the manufacture of NFC-enabled devices, such as mobile payment terminals, access control systems, and wearable devices. The company’s ability to integrate NFC technology into its products has positioned it as a trusted partner for both domestic and international clients.
Wearables: The wearables market in India has experienced rapid growth in recent years, fueled by the increasing popularity of fitness trackers, smartwatches, and healthcare-related wearable devices. Brandworks has capitalized on this trend by developing a range of high-quality wearable products, catering to the diverse needs of the Indian consumer. The company’s expertise in design, engineering, and manufacturing has enabled it to produce wearable devices that are not only technologically advanced but also aesthetically appealing and affordable for the Indian market.
Brandworks, a leading Electronics Manufacturing Services (EMS) company, is capitalizing on the burgeoning Internet of Things (IoT), Near-Field Communication (NFC), and wearables markets in India. By leveraging its R&D expertise and understanding of the Indian consumer, Brandworks is developing innovative solutions across these domains. This focus on localization aligns with the Make in India initiative, making Brandworks a trusted partner for domestic and international companies seeking a strong Indian manufacturing base.
Electronics Era: How Brandworks to move on steer growth & anticipates immense potential in Indian Manufacturing?
Nikita Kumawat: Brandworks has adopted a multi-pronged strategy to steer its growth and capitalize on the immense potential of the Indian manufacturing sector:
1. Diversification and expansion: Brandworks has strategically diversified its product portfolio and expanded its geographic footprint to cater to a broader range of industries and markets. The company has leveraged its manufacturing expertise and technological capabilities to enter new sectors, such as healthcare, renewable energy, and automotive electronics, alongside its traditional focus on consumer electronics and industrial automation.
2. Technological innovation: Brandworks prioritizes technological innovation, dedicating significant resources to R&D and the development of cutting-edge technologies and processes. This unwavering focus on staying ahead of the curve ensures Brandworks can consistently offer its clients the latest advancements in electronics manufacturing.
3. Capacity expansion: To meet the growing demand for its products and services, Brandworks has undertaken strategic capacity expansion initiatives. The company has invested in the construction of new, state-of-the-art manufacturing facilities and the upgradation of its existing plants, ensuring that it has the necessary infrastructure and resources to support its growth plans.
4. Talent development: Brandworks recognizes the importance of a skilled and diverse workforce in driving its growth. The company has implemented comprehensive training and development programs, aimed at upskilling its employees and fostering a culture of continuous learning and improvement. Additionally, Brandworks intends to collaborate with educational institutions to create a pipeline of talented professionals who can contribute to the company’s long-term success.
5. Supply chain optimization: Brandworks has placed a strong emphasis on optimizing its supply chain, both in terms of localization and global integration. The company has worked closely with its domestic and international suppliers to build a resilient and agile supply chain, capable of responding to changing market demands and geopolitical factors.
6. Sustainability and social responsibility: Brandworks has initiated integration of sustainability and social responsibility into its core business strategy. The company has started implementing green manufacturing practices, to reduce its environmental footprint, and has planning on active engagement in various community development initiatives, positioning itself as a responsible and socially conscious corporate citizen.
By leveraging these strategic initiatives, Brandworks aims to strengthen its position as a leading EMS provider in India and capitalize on the immense potential of the Indian manufacturing sector. The company’s strong focus on innovation, capacity building, and sustainability positions it well to navigate the evolving industry landscape and drive sustainable growth in the years to come.
Electronics Era: On which design and development platforms does Brandworks working on?
Nikita Kumawat: Brandworks stands as a prominent OEM/ODM provider, equipped with a rich arsenal of design and development platforms tailored to meet the dynamic demands of both clients and the ever-evolving electronics industry landscape.
1. Hardware Design Excellence: At Brandworks, we boast a dedicated team of hardware design specialists who excel in crafting bespoke electronics hardware solutions. Whether it’s conceptualizing, prototyping, or finalizing designs, our experts ensure precision and innovation at every step.
2. Embedded Software Mastery: Our in-house software engineering division is adept at harnessing a diverse array of platforms and tools for embedded software development. From industry-standard languages to cutting-edge frameworks, we leverage the best resources to bring software to life.
3. Simulation and Modeling Proficiency: Brandworks harnesses the potential of various simulation and modeling tools to refine product designs and optimize manufacturing processes. Through advanced simulations, we ensure that each component and system operate flawlessly in real-world scenarios.
By harnessing these state-of-the-art design and development platforms, Brandworks continually pushes the boundaries of innovation, delivering unparalleled electronic solutions that stand at the forefront of technological advancement in the industry.
Electronics Era: Which are the challenges that you face?
Nikita Kumawat: As a leading ODM provider in India, Brandworks faces several challenges that it continuously strives to overcome:
1. Supply Chain Disruptions: The global supply chain challenges, exacerbated by the COVID-19 pandemic and geopolitical tensions, have had a significant impact on Brandworks’ operations. Delays in component procurement, fluctuations in raw material prices, and logistical bottlenecks have posed a constant challenge, requiring the company to implement robust supply chain management strategies.
2. Skill Gap: The electronics manufacturing industry in India faces a persistent skill gap, with a shortage of qualified and skilled workforce. Brandworks has been proactive in addressing this challenge by investing in extensive training and upskilling programs, collaborating with educational institutions, and implementing initiatives to attract and retain top talent.
3. Regulatory Compliance: Navigating the complex regulatory landscape, both in India and globally, is a constant challenge for Brandworks. The company must ensure compliance with various safety, environmental, and industry-specific standards, which can be time-consuming and resource-intensive.
To overcome these challenges, Brandworks has adopted a multi-faceted approach, which includes strategic investments, collaborative partnerships, continuous process improvements, and a strong focus on workforce development and technological innovation. By addressing these challenges proactively, Brandworks aims to strengthen its position as a leading EMS provider in India and capitalize on the growing opportunities in the electronics manufacturing sector.
Electronics Era: Define your role in manufacturing in India and what all products do you want to focus
Nikita Kumawat: As a leading design development ODM/OEM provider in India, Brandworks plays a pivotal role in the country’s manufacturing landscape. The company’s core focus is to support the Make in India initiative by establishing a robust and self-reliant electronics manufacturing ecosystem in the country.
In terms of product focus, Brandworks has a diversified portfolio, catering to a wide range of industries:
1. Consumer Electronics: Brandworks has a strong presence in the consumer electronics segment, manufacturing products such as smartphones, Soundbox and bars, tablets, and wearable devices such as Smart watch & earbuds/earphones. The company’s expertise in design, engineering, and high-volume production has made it a trusted partner for both domestic and global brands.
2. Smart IoT Devices Manufacturing: Brandworks specializes in manufacturing smart IoT devices, including home automation systems, connected appliances, Paytm’s Soundbox is with portable speaker that provides audio alerts and IoT sensors. These products leverage cutting-edge technologies to enhance connectivity and convenience for consumers across various sectors.
3. Lifestyle Product Manufacturing: Brandworks also focuses on manufacturing lifestyle products, such as smart accessories, and leisure electronics. These products blend style and functionality, catering to modern consumer preferences for aesthetics and innovation.
4. Cross-Industry Technological Manufacturing: Brandworks excels in manufacturing technological solutions that span across industries, including smart city infrastructure, educational electronics, and digital signage. These products harness technology to address diverse needs and enhance efficiency across different sectors, integrating IoT and AI applications. From powering smart cities to revolutionizing mobility and enhancing medical solutions, our products are engineered to elevate performance and drive innovation across wide-ranging applications.
The manufacturing process of Brandworks is rooted in its skilled and seasoned team, operating within the SAP & MES environment to ensure seamless integration of barcoded processes and product traceability. With an in-house engineering team comprising over 30 experts, Brandworks specializes in developing LAURA1 and IoT-based products for consumer electronics and surveillance devices, integrating cutting-edge AI applications. Furthermore, the company has bolstered its supply chain by collaborating with registered component suppliers and implementing a proprietary sourcing tool, resulting in a remarkable 30% reduction in sourcing time.
Brandworks’ role in the Indian manufacturing landscape extends beyond product manufacturing. The company actively promotes the Make in India initiative by:
1. Localizing the supply chain: Brandworks has made significant investments in developing a robust local supply chain, working closely with domestic vendors and suppliers to reduce dependence on imports and foster the growth of supporting industries.
2. Skill development: The company has implemented comprehensive training and upskilling programs to address the skill gap in the electronics manufacturing sector, intend to collaborate with educational institutions and industry bodies to create a pipeline of skilled professionals.
3. Technology transfer and innovation: Brandworks’ strong focus on R&D and indigenous technology development has enabled it to contribute to the advancement of the Indian electronics manufacturing industry, driving innovation and fostering the adoption of cutting-edge technologies.
4. Environmental sustainability: Brandworks has integrated sustainable manufacturing practices into its operations, reducing its carbon footprint and addressing the challenges of e-waste management, thereby promoting environmentally responsible manufacturing in India.
By leveraging its diverse product portfolio, localized manufacturing capabilities, and commitment to the Make in India initiative, Brandworks aims to play a pivotal role in strengthening India’s position as a global manufacturing hub and contributing to the country’s economic growth and self-reliance in the electronics sector.
Electronics Era: How you manage supply chain localization along with global standards?
Nikita Kumawat: Brandworks has adopted a multi-pronged approach to manage supply chain localization while maintaining global standards in its manufacturing operations.
1. Supplier Diversification and Localization:
– Brandworks has diligently worked to diversify its supplier base, identifying and onboarding domestic vendors and component manufacturers across India.
– The company has actively engaged with local suppliers to build their capabilities, ensuring they meet the required quality and compliance standards.
– By leveraging the local supply chain, Brandworks has been able to reduce its dependence on imports, shorten lead times, and improve supply chain resilience.
2. Collaborative Partnerships:
– Brandworks has fostered strong collaborative partnerships with both domestic and international suppliers, working closely with them to align on quality, delivery, and sustainability requirements.
– The company has established joint development programs, technology transfer initiatives, and knowledge-sharing platforms to facilitate the adoption of global best practices among local suppliers.
– These partnerships have enabled Brandworks to maintain global standards while supporting the growth and capabilities of its local supply chain.
3. Rigorous Quality Assurance:
– Brandworks has implemented robust quality management systems and processes to ensure that its products and services meet global standards, irrespective of the source of components or materials.
– The company has invested in advanced testing and inspection equipment, as well as comprehensive employee training programs, to reinforce a culture of quality and continuous improvement.
– Brandworks’ commitment to quality has been recognized through various industry certifications, such as ISO 9001, ISO 14001, and industry-specific standards, further strengthening its credibility in the global market.
4. Digital Supply Chain Transformation:
– Brandworks has leveraged digital technologies to enhance the visibility, traceability, and efficiency of its supply chain operations.
– The company has implemented advanced inventory management systems, predictive analytics, and supply chain automation tools to optimize material procurement, logistics, and inventory levels.
– These digital initiatives have enabled Brandworks to respond more effectively to fluctuations in demand and supply, while maintaining the required quality and delivery standards.
5. Compliance with International Standards:
– Brandworks ensures adherence to international standards and regulations across its supply chain, reinforcing its commitment to quality, sustainability, and social responsibility.
– The company holds certifications such as the Social Accountability Management System (Compliance Certificate) to demonstrate its dedication to ethical business practices.
– Products manufactured by Brandworks meet European standards and hold the CE certificate, affirming compliance with relevant regulations and safety requirements.
– Brandworks maintains a Quality Management System certified under ISO 9001:2015, ensuring consistent product quality and customer satisfaction.
– Environmental responsibility is a priority for Brandworks, as evidenced by adherence to European standards such as RoHS for the management of electronic and electric waste, as well as certification under ISO 14001:2015 for Environmental Management Systems.
