Empowering E-Commerce: The iStuff365 Journey in India’s IT Accessories Landscape
CXOToday has engaged in an exclusive interview with Dinesh Vardhan, Partner, iStuff365
- Tell us about iStuff365.
iStuff365 is a conglomerate of multiple e-commerce brands that was founded in 2014 in Mumbai, Maharashtra.
The company’s diverse portfolio of brands includes AirCase, AirPad, Gizga Essentials, Home Puff, Tukzer, Tom-Martin, Simply Vedic among many others. iStuff365 operates across 21 sub-categories across two broad categories: IT Accessories, and Home & Kitchen. Our products occupy top spaces in the Amazon Bestseller Rankings, with an average product rating of 4+ stars.
With deep industry knowledge of e-commerce space, state of art order management, and iStuff365 has emerged as a leader with a huge customer base of almost 2.5 million annual Customers.
2. How did the idea of creating Indian brands in IT accessories come about?
While I was doing my M.S in Chemical & Fuel Engineering from the University of Utah, USA, I observed the emerging trend of online-shopping. That piqued my interest in the ecommerce model.
Also i found a big gap in quality of IT accessories in India vs the US market. I therefore launched several brands under iStuff umbrella to bring these cutting edge products to Indian shores. I worked on sourcing and pricing such that Indian masses can afford our products and we permeate every household.
3. Tell us about the journey and some of the Milestones?
Established in 2014, iStuff365 began by supplying IT accessories to Apple stores in India. The company supplied electronics accessories and other products across Apple stores in India, and later expanded as a D2C company to provide premium quality, affordable products to customers via e-commerce platforms.
Later, the company branched out, transitioning into multiple D2C brands that operate across leading e-commerce platforms in India. We deliver premium quality products across categories such as IT accessories and Home & Kitchen. We have grown from 150+ product listings on Amazon to a total of 400+ currently.
Our premium quality products, on-time deliveries, and affordability make us a go-to choice for customers. This has led the brand to acquire a huge customer base of approximately 2.5 million in a brief period of time, leading to significant revenue generation. Over the years, the company has achieved remarkable year-on-year growth of 50%, registering an annual turnover of INR 50 crore in 2022.
4. How many varieties/categories do you have in iStuff365?
iStuff365 caters to 21 sub-categories that fall under two broad categories – IT Accessories and Home & Kitchen – through our brands, including AirCase, AirPad, Gizga Essentials, HomePuff, Tukzer, Tom-Martin, Simply Vedic among others.
5. What is the age group you are trying to target for accessories?
People ranging from the ages of 15 and 60, all form a part of our expansive customer-base. A large proportion of our customer-base is professionals and corporates. It is very common to find our sleeves and bags being used by frequent travellers.
6. How customers are reacting towards IT accessories?
We have received an overwhelming response for our products from the Indian market. We
continue to provide the most premium quality accessories and products at the most affordable prices. Our products encompass a wide variety, and include offerings such as adapters, desk mats, mousepads, charging cables, cords, cases, stands, and much more. We see high repeat rates in our products as consumers love the product experience.
7. Your business is operated in which markets and what is the share? What is the market share in your major sub-categories of laptop sleeves and hard drive cases?
Our company’s products are available across e-commerce platforms such as Amazon, Flipkart, Snapdeal, JioMart, Meesho, Cred, Myntra, Paytm and others. While sharing exact figures may be difficult, in major sub-categories, iStuff365 enjoys an estimated 50% market share with a high growth potential. We have also launched the brand in US and sales are off to a flying start.
