India’s FMEG Market

India’s Fast-Moving Electronic Goods (FMEG) market is experiencing a surge in demand for trendy, durable, and affordable gadgets, particularly among the youth. Rohit Nandwani identified this trend and envisioned bridging the gap between innovation, utility, and affordability through the Hammer brand.

The Differentiator: Hammer’s Unique Proposition

2. Range of Cool Gadgets and Digital Health Gear

Hammer offers a diverse range of gadgets, including wired and wireless earphones, headphones, speakers, smartwatches, and electric toothbrushes, priced between INR 1,500-2,500. The brand’s strategy focuses on integrating premium features into lifestyle gadgets while maintaining affordability. With in-house R&D, design, development, and rigorous quality testing, Hammer ensures an immersive experience for its customers.

3. Manufacturing Excellence and Quality Assurance

Operating manufacturing units in Noida, Hyderabad, and Mumbai, Hammer follows a meticulous 66-point quality checklist, encompassing drop tests, water-resistance tests, and more. All wearables boast snug fits and stylish designs tailored to meet the preferences of fashion-conscious young consumers.

The Growth Trajectory of Hammer

4. Expansion and Revenue Generation

Hammer distributes its products through various channels, including its website and prominent ecommerce platforms like Amazon, Flipkart, Myntra, Nykaa, Tata CLiQ, and Swiggy Instamart. The brand’s commitment to the Make-in-India initiative bore fruit, with a revenue of INR 30 Cr in FY23. Additionally, the introduction of new products, such as the Active 2.0 Plus gesture-control smartwatch with Bluetooth calling, further fueled its growth.

What Lies Ahead: Hammer’s Vision for the Future

5. Emergence as the ‘Athleisure’ Brand in Personal Tech

Hammer aspires to establish itself as the ‘athleisure’ brand in the personal tech domain, focusing on innovation to elevate people’s lifestyles and health. With a goal to capture 5% of the consumer electronics market by 2024, including a 2% share with its Bluetooth-calling smartwatches, the brand aims to strengthen its presence on quick-commerce platforms and expand globally by 2026.

Hammer’s Journey Towards Innovation and Success

As Hammer continues to innovate and redefine the personal tech landscape, its commitment to delivering premium yet affordable gadgets remains unwavering. With a blend of cutting-edge technology, meticulous craftsmanship, and a customer-centric approach, Hammer is poised to make a significant impact on the industry.