Luxury Personified to continue its endeavour to broaden brand portfolio
Luxury Personified has got a range of brands under its umbrella which distributes and markets global luxury electronics in India. Established in 2015, it has created a niche for itself where a buyer; luxury, premium or budget, may fulfill his appetite for the renowned and cherished world-class brands. They have a diverse brand portfolio, ranging from audio equipments to home appliances such as Marshall, Devialet, Dyson, Hurom, Gaggia, Urbanears, Boompods. They are aspiring to become India’s leading pioneer company for the distribution of luxury electronics and accessories, along with sheer customer satisfaction. We spoke to Mr. Luv Malik and Mr. Kush Malik, Directors at Luxury Personified LLP to understand more about the company and its specialization. Excerpts:
Tell us about Luxury Personified.
Luv: Luxury Personified (a subsidiary of Sun Group) was established in the year 2015; for the distribution and marketing of global luxury electronics and accessories across India. We have successfully brought some of the finest brands to India and will further continue our endeavour to broaden our brand portfolio with world-class exclusive luxury brands. Kush: We boast a wide, well-established distribution network in India; through our strong dealers and retailers network. Our vision is to “become India’s leading pioneer company for the distribution of luxury electronics and accessories, along with sheer customer satisfaction.”
What is the brand portfolio of Luxury Personified?
Luv: We have a diverse brand portfolio, ranging from audio equipments to home appliances. Some of our key brands are- Marshall, Devialet, Dyson, Hurom, Gaggia, Urbanears, Boompods.
Kush: In the luxury segment, Devialet is an exciting addition to our brand portfolio. Devialet is a result of breakthrough technology and innovation. Marshall, another brand in our kitty; requires no introduction in the audio industry. On the appliances front, we have a niche range of products from the likes of Hurom (cold- pressed
juicer), Gaggia (Italian pioneer in coffee machines) and Dyson.
What changes have you seen in customer preferences in the past few years? And how has the demand for speakers and headphones changed over the years?
Luv: The audiophile industry is at a very interesting phase in India. I came across an interesting read, which we can also relate to. As Raghav Somani (founder of Headphone Zone) had pointed that as Star TV offered HD format, people eventually were compelled to purchase HD televisions. Likewise, in the audio industry, as people get increasingly exposed to HD audio, the inclination to own HD audio equipments is growing simultaneously.
Kush: Considering India has become a global hub, consumers have greater exposure and understand the technicalities of the product better. Hence, their expectation from the product’s deliverables has risen over time. This is where Luxury Personified can meet these growing aspirations with its unique brand portfolio.
You have a fast moving brand like Boompods. Tell us more about it.
Luv: Boompods is a range of portable, waterproof, Bluetooth enabled speakers and headphones; as well as cables. Owing to its competitive pricing and colour centric designs, it has a very refreshing look and feel to it.
Why Marshall when we have lots of other options to enjoy? Luv: Marshall is a very fine brand, with unmatched sound quality and superior aesthetics. Marshall as a brand comes with a lot of experience. Kush: More than 50 years of expertise has been orchestrated into every single Marshall speaker. They have an exceptional product portfolio, from home series to portable speakers. It is undoubtedly an unmatched brand.
What aspirations Marshall has in India? Kush: India’s economy is growing, the disposable income is on a rise, the aspirations of Indians are increasing; and Marshall as a brand is here to cater to those aspirations.
Luv: The growth of audio industry in India has been unparalleled. The manner in which music is being devoured, showcases the evolving trends. Marshall speakers have the modernity, expertise and sophistication to cater to these evolving trends in India. What is the price range in which Marshall plays in?
Marshall range of speakers start at Rs 25,000 which goes upto Rs 50,000 and in the earphone segment it begins at Rs 11,000 and moves up till Rs 25,000.
What do you feel about the buyer’s perspective towards Marshall here in India?
Luv: The response has been great so far. Marshall is definitely one of our pull brands. It already has carved the niche for itself, and people associate with Marshall as a premium brand. Due to the vintage look and feel of the brand, the product caters to a universal audience.
Kush: The response has been fantastic so far, and has been growing tremendously. People are well versed with Marshall’s proficiency as a brand; and trust its products for their unbeatable design and sound.
Did you find any pain points which you will try to fulfill?
Kush: From our experience so far,
Indian market is driven by brandconscious consumers. Although a globally renowned brand, it is still relatively new in the Indian market in terms of appeal to a wide spread audience.
Luv: Considering, India being geographically extensive, we are still at a nascent stage of expanding Marshall’s appeal not just in tier 1 cities, but also in the smaller yet progressive cities.
What’s your positioning about the competitions and how prepared are you to handle them?
Kush: Competition will always be an inevitable aspect of any business. There are great products in the market, but we are confident about Marshall. Marshall has its own brand value with its own unique USP.
Luv: Marshall too has its set of competition but Marshall has a very loyal customer base. People who have used Marshall once, want to continue to use it again and invest in its new launches. They understand the fineness that Marshall products have to offer.
Where we could find your products; online, offline?
Luv: For offline, we have an extensive network of over 800 dealers and retailers all across India. You can find Marshall at all leading stores like Croma, Reliance Digital and many others.
Kush: For online, Marshall products can be purchased on Amazon, Flipkart, Headphone Zone, and many others.
How do you maintain your logistics and what kind of after sales services you offer?
Kush: From logistics perspective, we determine in advance the needs per dealer/ channel partner and area, so as to take care of everything in the supply chain. The inventory is handled by our in- house logistics team which, in spite of enormous challenges, aims to provide the shortest delivery times and the fastest incoming goods processing with the lowest error rate.
Luv: We have a well- equipped team of engineers designated for each of our brands to deal with after- sales services.
How does your future look like this year and ahead?
Luv: In a short time frame, we have managed to bring in some global key players to the Indian market. We have had our share of challenges and targets that we have successfully overcome and will continue to do so in the future.
Kush: In the coming years, we will continue our endeavor of roping in many more exciting brands for the Indian market. With our robust approach, we will strive to maintain our key position in the market. ■