New Delhi: Dizo, the first brand under the Realme TechLife umbrella, which is among the top 10 smartwatch brands in India, according to Counterpoint Research, had an eventful 2021. The brand debuted in the country in May 2021 and launched several products in the AIoT category, including TWS earbuds, smartwatches and wireless earphones. Dizo has big plans for this year as it intends to grow 4 times the market rate, become the fastest growing brand in terms of AIoT products, launch more devices and also connect with the consumers in tier 3 and tier 4 towns this year. In an exclusive interview with ABP Live, Abhilash Panda, CEO at Dizo India, elaborated the company’s plans and also talked about what sets the company apart from its competitors.
“In 2022, we expect the AIoT product market to grow twice of the current market and with our aim to become the fastest growing brand in AIoT products, we will target to grow by 4 times of the market rate. In India, we expect to have around 30 products by the end of this year,” Panda told ABP Live.
Dizo, which debuted in the country less than a year ago has aggressive plans for expansion. It is planning a big portfolio of products across several categories, including smart home, smart entertainment, smart care and accessories. The company is also assessing the opportunities to start production in India.
“We are a global brand and come with global connections and resources including R&D and manufacturing setups. Our feature phones (Dizo Star 300 and Dizo Star 500) are made in India. We are evaluating options and with increasing consumer base and demand from India, we will definitely look at production opportunities here in India,” Panda added.
Dizo to focus primarily on smartwatches and audio products
In terms of products, the company will focus on audio and smartwatches the most, along with other product solutions. “In audio, you will see more unique and differentiated solutions with ANC, big battery and fast charging capabilities. In smartwatches, there will be more innovations in design, display size, resolution and other functions like calling options. Developing and making the Dizo App better for more customization and personalization will be our third major focus,” the Dizo India CEO added.
Dizo’s go-to market strategy for 2022
Mentioning that India is a key market for Dizo, Panda noted that the company is looking to be a long term global AIoT brand. Detailing about the company’s go-to market strategy for this year, he added: “Our products are already doing great online on Flipkart, while feature phones are selling good offline along with other products in select retail stores. We are working towards making Dizo available across all your nearest retail stores. It is a journey that will take time to realize but in 2022, we surely are going to keep a great focus on this part.”
As many of you know, Dizo is associated with smartphone OEM Realme and gains their support in three key aspects: industrial design, supply chain, and AIoT experience. Dizo has over 490 service centers in more than 450 cities across India and it is working to increase then gradually.
Dizo vs. rivals
Dizo’s products typically fall in the budget category with its latest offering, the Dizo Watch 2 Sports also in the affordable segment. According to the Dizo India CEO, catering to the needs of the millennials and GenZ in a competitive pricing is what gives the brand an edge. “The product has to be great in terms of features and quality, and should be fulfilling consumers needs… Some competition brands are charging a lot of technology cost and also spending a lot of money on celebrity endorsements and other marketing activities, which definitely adds up to the cost for consumers,” the top Dizo executive noted.