Dubai-based consumer electronics brand Endefo announced that it aims to secure a 10% market share in the wearables segment within three years and is planning to invest Rs 200 crore by the end of 2024. 

Endefo is expanding its product line to India after gaining a sizeable market share in more than seven nations. Endefo also has big plans for investing heavily in other industries that complement its core competencies in mobility and IT.

In India, the Ashtel Group of Companies’ brand will launch six premium verticals – sound bars, portable speakers, TWS (true wireless stereo), boomboxes, smartwatches, and party speakers. The company stated that its products will be accessible through over 2,000 large retail outlets, Amazon, and its e-commerce platform.

Aneef Tas, CEO of Endefo, strongly believes in India’s visionary Atmanirbhar mission and the immense potential that the Indian market holds in the consumer tech segment. He added that their products will be ‘Made in India.’

Tas said the Rs 200 crore investment would be used for expansion plans, sound technology, new verticals/products, and marketing.