Sahib Bhatia, CEO at ADCOM INDIA tells us about exclusive & innovative tech lifestyle products.
First of all, how are you and your family doing in these COVID-19 times?
Sahib Bhatia: These are strange and challenging days. Family, Life, Health, Work, and wider support networks continue to be affected by life in lockdown. Accepting that this situation is stressful and beyond your control is the first step to choosing how we respond to that stress. It’s normal “not to feel normal” at this time. Acknowledging your thoughts and feelings can help you make better decisions about your behaviour. Focusing on keeping yourself and your family safe, healthy, and happy is enough.
Tell us about you, your career, how you founded ADCOM INDIA?
Sahib Bhatia: Advantage computer India Pvt Ltd (the firm’s legal name) was started by my Father back in 1996. He started this company working as a distributor/trader with many other top IT companies of that time. Stepping the ladders steadily and learning from them, in 2002, he started his own IT brand called ‘ADCOM.’ ADCOM is a short form for Advantage Computers. ADCOM launched IT products such as Computer Cabinets, Mouse, Keyboard, Webcam, Motherboard, etc. You name it, and we had it under our hood. In 2008, ADCOM launched mobile phones and was one of the first Indian brands to do so.
However, 2015 saw the rise and boom of E-commerce and the entrance of Chinese companies/MNCs in India. It was the last year when ADCOM was in operation, and the whole team was shifted to Zopo. Just like other Indian brands, ADCOM had taken a big hit in this time and was forced to go behind the scenes to rework its strategy. No products were being manufactured/launched, no sales were being made, and no after-sales service was being provided under ADCOM.
Meanwhile, in 2016, I had just completed my under graduation from Canada and had come back to India. In this time, I started working with a Chinese Smartphone Company and later got the news of our ADCOM brand. I decided that I needed to switch roles, and this was the time when I decided to restart ADCOM and, this time, go for the e-commerce channel. In October 2017, I started formally working on ADCOM. With a fresh new concept and branding, ADCOM’s first new product was launched in August 2018, which was the ADCOM M11. Fast forward to almost two years later, and we have 30+ fashionable youth-oriented tech lifestyle accessories in the lot and becoming close to its journey in becoming a household name.
How does ADCOM INDIA innovate?
Sahib Bhatia: We focus on creating fashionable, affordable tech lifestyle accessories, each and every product is designed in India to match the youth’s standards. We strive for perfection with great quality, on-time delivery, operational excellence, and exceptional after-sales servicing. We are the only Indian family-run tech startup focusing on developing high-end fashionable tech lifestyle accessories and making them available at an exceptionally affordable price in the market.
Develop, design, & craft fashionable tech lifestyle accessories while supporting local homegrown companies and fulfilling the Make in India dream. Affordability is our primary goal. #AffordableEveryday is our motto, and we abide by it every day. Deliver the best possible quality with uninterrupted customer service. Take innovation to the next level, and go beyond it.
We got the basics right. We offer 100% secure and refundable, cash on delivery, and free express shipping for all our products.
How does the coronavirus pandemic affect your business finances?
Sahib Bhatia: The coronavirus pandemic was a blessing in disguise for our company. For us, the impact did not last for a long period. It was around one month, and then as soon as the government gave the authority to deliver, we were back on our feet. Deliveries began from 4th May in orange and green zones, and on 19th May 2020, we did the same for red zones. There was a huge demand for electronic accessories at that time, and we got a very good response, so this was a boon for us. ADCOM was loved and supported by the people of India at that time.
Did you have to make difficult choices regarding human resources, and what are the lessons learned?
Sahib Bhatia: Fortunately, No, we did not have to make any such choices. On the contrary, before the pandemic, our team included 3-4 people, and now we have shifted to our new office, and we are a team of 7-8 young and dynamic people. Now our company ADCOM is moving at neither a very fast pace nor a slow one, I would rather call it the perfect pace.
How did your customer relationship management evolve? Do you use any specific tools to be efficient?
Sahib Bhatia: We provide our customers with a 360°unified system that allows our customers to contact us through any of the platforms such as social media, email, helpline number, etc. We provide a prompt response on every platform: LinkedIn, Twitter, YouTube, Instagram, or Facebook. Each of our products is backed up with the happiest customer service. We work to make our products affordable in all terms that will have a greater impact on society. Also, we are relentless in our efforts to deliver a satisfactory customer experience with all our products. Each and every query is responded to within a maximum time of 24 hours. Customer relationship and customer loyalty is on top of our priority list.
Did you benefit from any government grants, and did that help keep your business afloat?
Sahib Bhatia: For now, we are registered with the GOI at MSME, which provides a lot of benefits to small businesses such as easy loan access, discounts on electricity, utility bills, etc.
We are a family-run local business, so all the funding is of our own, but we are looking for investors, and for grounds of funding, for this, we’re already getting a really positive response. By the end of this year, we will be finalizing the deals, which will help us grow further.
Your final thoughts?
Sahib Bhatia: At last, I would say that if you are passionate about something, and the whole world tells you not to do it, you go ahead and do it, and success will come to you. The job or the task on hand won’t matter. Do not look left/right. Don’t think about how big or small; just think about what you are doing is right or not. Think about these questions: Will it help others? Will it harm the environment? How can I give back to society or the customers? Is it something long-term am I doing? Think about all these things very critically before starting your business, and half of your problem will be solved. Apart from this, stay consistent, find a distinguishing factor for your brand, and go for the six.
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