“If There Is No Demand, It’s Our Job to Create The Demand,”K. Sunil, Energy Sistem

K. Sunil, Director, Alchemie Commerce Pvt Ltd talks about his plans to establish the Energy Sistem brand in India.

Which are the brands that you are working for?

Alchemie was started with a specific aim to address and target international brands. We want to access the Indian market, but they have a challenge that they do not want to really come to India. We basically have got two brands on top one is Energy Sistem and another brand we are doing
here, but right now basically our main focus is to build Energy Sistem in India.

What’s the difference and what do u  say to a distributor? Will he have some sort of inventory? In your case how is it different?

What we do is that we partner with the companies which are not known in this country. The Energy Sistem is a very famous Spanish brand available in over 40 countries with no presence in India.
No one in India ever knew about Energy Sistem, but we understood their business model, we spoke to them, understood their product line, their pricing strategies, product strategy, how do they address their market.

How different is your pricing from Spain or global pricing?

Pricing is like the icing on the cake. We would like to close the deal before pricing happens. We want the customer to desire it before he understands the price and price is just the closeup. We have to address and capture the market so our pricings are very much competitive.

Many of the renowned audio brands are coming in the market and getting cluttered, What is your medium of selling. Is it only online?

It would be both Offline, B2B, Online. We have 78 distributors. The fundamental difference
of Alchemie is we cannot do mass distribution as we have 70 products in different colours. So we go to retail stores where genuine music lovers come and will have to keep at least 10-12 colours. we have to put all including my USP colour. Online strategies get better reviews so we try to convince the customer to give an online review.

How many retail outlets are there?

The target was 5400 but we are right now in short of reaching the target. The retail distribution takes a lot of time we have set up the distributors, but our target is to reach the 19:24 companies, not the mobile shops. There is a wide portfolio of our products.

Which are the cities have u reached till date?

We are present in all 25 cities right now like Agra, Meerut. North east part of India is a big market
for us. We are focusing on that. There are western music lovers and our towers are picking up very well there. In fact, if you see all these products specially the towers are so highly rated in Spain, Mexico and Germany.

In India how do you sell through the online platform?

We sell it through Amazon, Flipkart, and Myntra also. We are launching this brand in India, e-commerce but in retail, the distributors are not willing to take the financial risk. More investments, marketing has to be there. We are telling the customers if there is no demand comes to us. It’s our job to create the demand.

How you got funding? Is it purely from Energy Sistem or it’s from Alchemie?

It’s a mixture of both. They have an aspiration to build brands in India. Some investments come from their side as well. We don’t get any major profits from them. Our motive is to come in top 5 audio brands. Something big we have to do to come in top 5.

There are online promoters which are not hidden. Do you plan to do bundling with OEMs?

One of the biggest advantages we have is anyone can bundle with us. We take bundling as a big part of our strategy. We are actually supplying to few electronic companies who will be bundling our products as co branded for Diwali promotion. These lifestyles products are a big hit in gifting space, B2B space, employee gifting etc.

Written By: Divya Bishi