The Ledger
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Khatri: Early Indian gadget market lacked mid-tier options before homegrown brands
“I got exposed to international market in the West, where I could see that there are a lot of products which are there in the market, which India never had. I mean, India, it was all just super expensive brands like Apple or Fitbit, or you call cheap Chinese kn…”
Khatri: Fitbit was the only smartwatch option in India initially
“We realized that there's only a Fitbit in India and there's no other option.”
Khatri: Noise shifted manufacturing to tier-1 factories used by global brands
“And then we shifted the entire supply chain to a consumer base, which makes for bigger brands like JBL, Herman, Fitbit, sorry. So we are produced in these factories because the processes are already set because they're already making for the global brands.”