Cellecor's Ravi Agarwal outlines future of affordable tech in India, says consumer expectations continue to evolve
India’s electronics ecosystem is experiencing a shift as consumer expectations continue to rapidly evolve across the country, Ravi Agarwal, the co-founder and managing director of Cellecor Gadgets Limited , told The Times of India in a comprehensive discussion detailing the company's trajectory. He also talks about how the brand balances rapid tech innovation with consumer affordability.
“Technology evolves continuously, and consumer expectations evolve with it. Our responsibility is to ensure that customers always have access to the latest innovations while continuing to support existing products,” Agarwal told TOI.
“For example, our television portfolio has expanded from Smart TVs to Google TV, WebOS, Tizen, Jio TV, QLED and, soon, Mini LED and Fire TV models. Our products typically have a lifecycle of 12–18 months before significant technology upgrades are introduced, ensuring consumers always have access to the latest innovations while maintaining product reliability and value,” he explained.
Cellecor has grown into a major publicly traded enterprise, with revenues climbing from Rs 19 crore in 2017 to approximately Rs 1,292 crore in the 2026 financial year. Today, the company employs roughly 400 professionals and manages over one lakh retail touchpoints across India.
Busting the ‘metro myth’
When asked about a general perception that its the western brands that provided premium electronics and appliances, Agarwal said that the perception that Indian brands are strictly “value-driven” while international brands are "premium" is a trend mostly isolated to major metropolitan cities. Cellecor’s primary audience thrives in Tier II, III, and IV markets.
“In these areas, purchasing decisions are driven primarily by affordability, product quality, after-sales service, and brand trust rather than international branding,” Agarwal explained.
“At the same time, as a listed company, strengthening our premium brand perception remains an important objective. We are therefore gradually introducing premium products in Tier I markets while investing in brand-building and marketing initiatives. Over time, this will help position Cellecor as a trusted brand across both value-driven and premium consumer segments,” he told TOI.
“Technology evolves continuously, and consumer expectations evolve with it. Our responsibility is to ensure that customers always have access to the latest innovations while continuing to support existing products,” Agarwal told TOI.
“For example, our television portfolio has expanded from Smart TVs to Google TV, WebOS, Tizen, Jio TV, QLED and, soon, Mini LED and Fire TV models. Our products typically have a lifecycle of 12–18 months before significant technology upgrades are introduced, ensuring consumers always have access to the latest innovations while maintaining product reliability and value,” he explained.
Cellecor has grown into a major publicly traded enterprise, with revenues climbing from Rs 19 crore in 2017 to approximately Rs 1,292 crore in the 2026 financial year. Today, the company employs roughly 400 professionals and manages over one lakh retail touchpoints across India.
Busting the ‘metro myth’
When asked about a general perception that its the western brands that provided premium electronics and appliances, Agarwal said that the perception that Indian brands are strictly “value-driven” while international brands are "premium" is a trend mostly isolated to major metropolitan cities. Cellecor’s primary audience thrives in Tier II, III, and IV markets.
“In these areas, purchasing decisions are driven primarily by affordability, product quality, after-sales service, and brand trust rather than international branding,” Agarwal explained.
“At the same time, as a listed company, strengthening our premium brand perception remains an important objective. We are therefore gradually introducing premium products in Tier I markets while investing in brand-building and marketing initiatives. Over time, this will help position Cellecor as a trusted brand across both value-driven and premium consumer segments,” he told TOI.
Next Story