‘Indians invest smartly when it comes to accessories like chargers, power banks’: Belkin’s Kartik Bakshi

For the uninitiated, Belkin has a history of four decades, and the company positions itself as a long-standing player in the smartphone accessories market. Talking about the brand’s presence in India, Bakshi said that it has been active for 15 years. “A lot of the brands that we’re seeing in the market today have literally come into the Indian market in the last three to five years,” Bakshi noted.

Meeting the dynamic needs

Considering the vast diversity in the consumer base in India, when asked how Belkin catered to this unique mix of tech-savvy and price-conscious consumers, Bakshi said that although prices were high in the past, ever since they partnered with Foxconn, the company’s manufacturing has expanded, leading to competitive pricing. 

“Today, many of our products are within an affordable range, and we’re also working on improving our supply chain by sourcing from Vietnam to reduce costs. The Indian market is expanding, and we are noticing significant growth in tier-two and tier-three cities, where the average income is increasing, and people are making smarter purchases,” he said. However, Bakshi said that Belkin aims to differentiate itself through quality components, warranty coverage, and safety certifications. “We pride ourselves on (these aspects),” he said.

While sharing insights about consumer trends in India, Bakshi said that there has been a significant growth in the demand for higher-powered and wireless charging products. “We’re seeing that Indian customers are definitely investing a lot when it comes to wall chargers, GaN wall chargers, and high-powered wall chargers. So what we are seeing is gone are the days that customers want 20-watt or 15-watt. Now they’re buying 65 watts, 67 watts.”

Bakshi also shared that there was an increased interest in high-capacity power banks and a tilt towards USB-C solutions. “We have also seen the adoption of high-powered cables. So a lot of customers are buying 100-watt and 240-watt cables as opposed to some regular cables,” he said.

Tapping into the creator ecosystem

Belkin’s recently launched Auto-Tracking Stand Pro uses Apple’s Centre Stage technology to allow automated tracking and movement of an iPhone for video recording. The Belkin executive explained that Apple developed a software called Dock Kit which allows iPhones to work with the company’s latest motorised docking stand. He said that the product is exclusive to iPhones as the technology is Apple’s proprietary. 

“We noticed the growth in influencers and bloggers, and our stand aims to provide them with a simpler, more affordable setup. You can use it with an iPhone and an Apple Watch for control—no need for an additional cameraman or expensive equipment,” he explained. When asked about the response to the product, Bakshi said the reception from influencers has been overwhelmingly positive. While he admitted that it is currently meant for iPhone users, the company will be working towards coming up with universal docks for future products. 

Sustainable efforts

Smartphone accessories such as earphones, power banks, USB cables, etc, have been among the fastest-growing waste streams in the world, making it all the more important to come up with sustainable solutions. Most of this equipment is believed to have materials like copper, palladium, aluminium, silver, and also some harmful substances such as mercury and cadmium. 

When asked about Belkin’s sustainability efforts, Bakshi said that the company is committed to sustainability and sustainable outcomes. “Belkin is a California-based company, and environmental efforts are a big focus. We are using more recycled materials, such as PCR (post-consumer recycled) plastic, and are committed to reducing our carbon footprint,” he said.

Bakshi also said that the company’s goal is to become carbon neutral by 2030. “We are also improving our manufacturing processes to further these efforts.”

Tips for consumers opting for smartphone accessories

As part of our conversation, we asked Bakshi to share things that every consumer should consider while buying a smartphone accessory. Firstly, he said, it is important to check for safety certifications of a product. “Many brands make false claims, so verifying certifications is key.”

According to Bakshi, one should look for a warranty as it shows the brand’s confidence in their product. He advises consumers to pay attention to charging speeds and ensure that each port provides the advertised output. 

Lastly, he recommends checking reviews from reliable sources such as journalists or well-known publications. “Avoid relying solely on reviews on platforms like Amazon, as they can be misleading. These tips can help ensure you buy a product that is safe and suits your needs,” he said.