Siddhartha Gupta is the Founder & CEO of Zeliant Retail Pvt. Ltd. (A Unit of Xegal India Private Limited), a leading provider of OEM, ODM, and EMS services specializing in telecom products such as power banks and neckbands. With a background in publishing, Gupta transitioned into the electronics segment, leveraging over a decade of experience in the industry.
Under his leadership, Zeliant Retail Pvt. Ltd. has become a trusted partner for various reputed brands, offering tailored manufacturing solutions.
With corporate offices in Delhi and factories in the region, the company’s core team comprises approximately 25 to 30 members, supported by a manufacturing workforce of around 400 employees.
A Gap in the Indian Market
Siddhartha Gupta’s inspiration to venture into the electronics segment stemmed from a childhood fascination with the field. His journey took a significant turn during his college years when a visit to China in 2012 exposed him to market dynamics and possibilities. Observing a gap in quality products and realizing the potential to localize manufacturing, Gupta embarked on his entrepreneurial journey at the young age of 18.
Now, at 29, he continues to drive Zeliant Retail Pvt. Ltd. forward, bootstrapping his way through the competitive landscape, fueled by a vision for quality and innovation in the industry.
The Impact
Zeliant Retail Pvt. Ltd. sets itself apart in the market by facilitating brands to access quality products within India, eliminating the need for importing finished goods from China. Through importing raw materials and local assembly, the company leverages the government’s PLI schemes to save on customs duties, a significant cost for many brands.
With a focus on making Indian products and equipped with the necessary technologies and machinery, Zeliant Retail Pvt. Ltd. stands as a pioneer in driving localized manufacturing and cost efficiency for its clients.
Zeliant stands out for their unique ability to provide a wide range of products, including mobile accessories and various consumer electronics items. Whether catering to fitness enthusiasts, tech-savvy individuals, or those seeking premium quality, Zeliant Retail Pvt Ltd presents a comprehensive lineup of hearable and wearable gadgets that blend style, functionality, and affordability.
Current Offerings
Zeliant Retail Pvt. Ltd. is currently undertaking various projects, leveraging its recently established manufacturing unit in Faridabad. The company is focused on enhancing its manufacturing capabilities, aiming to streamline the production and manufacturing process development phases for more efficient new product introductions.
With a deep understanding of customer concerns, Zeliant Retail Pvt. Ltd. has implemented flexible manufacturing processes and IT infrastructure to effectively manage and address customer needs.
In terms of product offerings, Zeliant Retail Pvt. Ltd. boasts a diverse range of offerings under one roof, including mobile accessories, power banks, wearables/hearables, IoT, and next-generation devices. Utilizing cutting-edge technologies, the company ensures the creation of products that deliver exceptional lifestyle experiences.
Quality and Testing Process
With years of experience in designing and manufacturing high-quality products, the company has garnered trust from customers through rigorous testing and quality assurance measures.
The quality inspection process follows a PDCA (Plan-Do-Check-Act) management cycle, integral to daily operations, facilitating the implementation of high-quality policies. Zeliant Retail Pvt. Ltd. emphasizes a product quality management system that encompasses both product design quality and manufacturing process quality control.
The testing process at Zeliant Retail Pvt. Ltd. is comprehensive and multi-staged. It begins with test preparation, which includes examining raw materials and finished parts. Subsequent stages involve inspection, final inspection, and sampling.
The process starts with a rigorous inspection immediately after parts are received to ensure supplier quality and culminates in a final checkpoint, inspecting assembled and packaged samples to guarantee product integrity.
Challenges Faced
Siddhartha Gupta faced challenges primarily in assisting brands transition from importing products from China to adopting local sourcing in India. These challenges included navigating compliance requirements, such as BIS, WPC, etc. which were necessary while importing from China but not as stringent for locally manufactured goods.
However, Gupta’s company streamlined this process for their clients, reducing compliance burdens. Additionally, while building his team, Gupta focused on hiring skilled engineers and interns from reputable colleges, boasting a workforce of over 400 people.
Another significant challenge Gupta encountered was in his previous partnership with Chinese partners in the mobile phone industry, which eventually evolved into a smartwatch and fitness band manufacturing venture.
Plans Ahead
Zeliant Retail Pvt. Ltd.’s future plans include expanding its product range to include smart grooming products like shavers, alongside its existing lineup of audio products and smart wearables. Additionally, the company aims to venture into the IT industry, focusing on computer peripherals.
While currently serving primarily Indian brands, Zeliant Retail Pvt. Ltd. also caters to international clients, with a notable presence in the Gulf and European Countries and supplying products to major distributors covering across the sector.
Lessons Learned
Siddhartha Gupta’s entrepreneurial journey has been a continuous learning process, with each day presenting new lessons and insights. One crucial takeaway he emphasizes is the importance of prioritizing quality over price in the market. Speaking of the present scenario, he says,
“People are focusing on pricing rather than the quality. So, what I want is that they should focus more on quality rather than just building revenues by focusing on pricing and just now running after this price war. Because customers might buy their product once but not a second time if they won’t be delivering quality. I mean, you won’t be having repeated customers.”
He stresses the significance of maintaining high-quality standards to ensure customer satisfaction and loyalty, highlighting the impact of positive word-of-mouth marketing in building a brand’s reputation.
Gupta advocates for a shift towards a quality-centric approach rather than engaging in price-driven competition, recognizing that sustained success lies in delivering superior products that resonate with consumers.
