Ubon Co-Founder Mandeep Arora discusses the brand’s evolution from a Delhi wholesale electronics business to a nationwide consumer electronics player, the rise of local manufacturing, omnichannel growth and why wired earphones may be making a comeback
India’s consumer electronics and mobile accessories market has undergone a dramatic transformation over the past two decades. Few companies have witnessed this evolution as closely as Mandeep Arora and his family-led business, which transitioned from selling VCRs and CD players to becoming a recognised player in audio products, chargers, power banks and Bluetooth speakers.
In this conversation with BW Retail World, Arora reflects on Ubon’s entrepreneurial journey, the opportunities created by the Make in India movement, the importance of retail distribution, and how the company is positioning itself for its next phase of growth.
Ubon has evolved from a value-focused accessories brand into a recognised player in consumer electronics and audio products. What have been the key milestones in the brand’s journey?
I give complete credit to my father, who has been the visionary behind the business from the very beginning. I joined the family business around 1999-2000 and we quickly identified a significant gap in the market. Consumers were paying very high prices for products that often did not justify the quality being offered.
One of our biggest strengths has been our ability to anticipate where technology is headed. We moved from VCPs and VCRs to CD players, then to Walkmans, MP3-era accessories and eventually mobile accessories. Every technological shift created new opportunities, and we were able to adapt quickly.
A defining moment came when I visited markets such as Karol Bagh and realised the sheer scale of demand for mobile accessories. At the time, there were very few organised brands in the category. That insight helped us establish a strong foothold in mobile accessories and build a nationwide business.
Which product categories have emerged as the strongest growth drivers for Ubon in recent years?
Over the last two years, Bluetooth speakers have been our strongest growth driver. We have invested heavily in this category and take great pride in our manufacturing capabilities.
We have our own moulds, injection moulding infrastructure and manufacturing processes. In fact, we are among the few Indian brands building Bluetooth speakers from the ground up. This level of control over production allows us to innovate and maintain quality standards consistently.
The accessories market has become increasingly competitive. What will drive Ubon’s next phase of growth?
Competition is a constant, but there are always gaps in the market. Success comes from listening carefully to customers.
At Ubon, we firmly believe that feedback is the breakfast of champions. We spend a lot of time engaging directly with consumers and retailers to understand emerging needs.
One major opportunity today lies in chargers and power solutions. As smartphones increasingly stop including accessories in the box, consumers need reliable aftermarket options. However, many buyers are still unaware of charging protocols, cable compatibility and performance differences.
We are investing significantly in educating customers and retailers while simultaneously developing products that address these needs.
How has your distribution strategy evolved, and what are your expansion plans across retail and ecommerce?
Our distribution network has been one of our biggest strengths. We are present in more than 3,000 towns and cities across India, giving us a significant advantage in reaching consumers beyond the metros.
Being an early mover helped us establish a strong dealer-distributor ecosystem when many larger companies were not interested in smaller-ticket accessory categories.
Going forward, retail engagement remains a key focus area. We are conducting retailer meets across the country, gathering market insights and strengthening relationships with our channel partners.
At the same time, ecommerce and quick commerce are becoming increasingly important. Consumer behaviour is changing rapidly, and we are adapting accordingly.
How important are quick commerce and digital channels to your growth strategy?
Extremely important. A large proportion of electronics purchases have already shifted online, and that trend will continue.
We have seen strong traction on quick-commerce platforms. In fact, Ubon is among the leading speaker brands on Blinkit. We are also investing in dedicated resources and infrastructure to strengthen our online business.
To support this, we are setting up a separate office focused specifically on digital and online operations. We believe the online channel will continue to capture a larger share of the consumer electronics market.
Consumers increasingly prefer premium, smart and multi-connected products. How is Ubon adapting its product roadmap to these trends?
Innovation has always been central to our approach. One example is our power banks with built-in cables, which addressed two common consumer pain points: carrying extra cables and charging convenience.
We constantly study how consumers use products and where friction exists. Those insights directly influence our product development process.
Looking ahead, the industry is moving towards greater standardisation, especially with USB Type-C becoming the dominant charging format. However, consumers still want convenience, compatibility and portability, and our products are being designed around those expectations.
Manufacturing has become a major focus for Indian brands. How has the Make in India movement influenced Ubon’s growth?
Manufacturing has been one of the most significant milestones in our journey.
Following the launch of the Make in India initiative, we started manufacturing power banks and chargers locally in 2014. Since then, we have steadily expanded our capabilities.
Today, we have greater control over quality, product development and innovation. Local manufacturing also allows us to respond faster to market needs while contributing to India’s growing electronics ecosystem.
What are your priorities for the next three years?
The first priority is people. We want to empower our teams and create an environment where employees feel a genuine sense of ownership and belonging.
The second priority is strengthening our digital business. Online retail will continue to grow, and we want to be well-positioned to capture that opportunity.
At the same time, we will continue investing in innovation, manufacturing and customer experience.
Ubon offers a unique service proposition through its retail network. How important is after-sales support in building customer loyalty?
It is absolutely critical. One challenge with many online purchases is that customers often have to visit service centres, wait for repairs and go through lengthy processes.
Our approach is different. Through our extensive retail presence, consumers can access quick replacements and support. We follow a simple philosophy: if a customer buys a Ubon product once, we should provide an experience that encourages them to buy again.
Customer satisfaction is not just a service function; it is a growth strategy.
Finally, there has been renewed interest in wired audio products. Do you see that trend gaining momentum?
Yes, absolutely. While wireless audio continues to grow, we are seeing increasing interest in premium wired earphones.
Many consumers still value reliability, audio quality and the simplicity of wired solutions. We are working on a new range of premium wired earphones and exploring innovative designs that improve usability, including solutions that reduce cable tangling.
We believe there is still a meaningful market for high-quality wired audio products, particularly among consumers who prioritise convenience and performance.
