SENS will focus on being stylish, feature-filled, and affordable with its products

To mark SENS’ entry into the Indian market, we caught up with Vidhi Jain, Director at SENS, to talk about the company’s entry into the Indian market, the ideas behind its products and more.

What was the idea behind launching a new brand in an already noisy market? Was there a marking gap that SENS noticed?

The hybrid lifestyle we’ve all adopted especially post-pandemic has created a need for products that are not only fresh but also break away from the clutter. The essence of the need is also to find something that is affordable, has impactful features, and has great after-sales service. We have to agree that the Indian market has evolved in diverse ways and is now being driven by young Millennials and Gen Z consumers looking for quality and uniqueness. They demand products that are stylish and functional, and that is the need gap we aim to fill with SENS. We wanted to create a product line that meets this need and that is 100% made in India for the Indian audience. We truly believe that the combination of Sensible and Sensational was where the idea came from and SENS was born.

How is your product portfolio distributed? Also, tell us about some properties of these products.

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All SENS products are developed by internal teams from India and USA. As an ode to the scientists and creative geniuses of our time, we have named all our products after renowned scientists and artists. That’s why we settled on unique names like Edyson, MJ and Einsteyn etc. SENS’ products feature advanced AI-driven features coupled with cutting-edge design and technology, all developed by the company’s in-house teams at SENS.

The wearables are equipped with the latest technologies such as AMOLED display, BT calls and Orbiter with robust design and material and include four different smartwatches – Edyson 1, Einsteyn 1, Nuton 1 and Edyson 2. All SENS smartwatches are with fitness tracking -Functions including SpO2 & heart rate monitoring and come with unique sport modes and a host of other features. The watches are perfect everyday companions and feature high-resolution dials, customizable dials, as well as IPX 4 and 5 water resistance and compatibility with iOS and Android. Some of the models were launched with additional strap options as part of the introductory offer.

The range of TWS earphones and neckbands from SENS includes seven different models in all price ranges, giving consumers a wide range of options. We have launched 4 TWS – Cnatra 1, Cnatra 2, Hendriks 1 and Hendriks 2 and 3 neckbands – Alvis 1, MJ 1 and MJ 2. All products in this category are water resistant, have voice support features (Google and Siri) and are compatible with both iOS and Android devices. Select products in the hearing aid category feature industry-first proprietary technologies, and some models also feature advanced audio attributes such as ambient noise cancellation (ENC) and active noise cancellation (ANC).

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And to build a broader ecosystem, SENS has also launched an inspirational range of smart and lifestyle bottles, recognizing the shift in focus towards health and fitness by Millennials and GenZ. The bottles come with built-in features designed to encourage healthy living habits in individuals. The bottle has a trendy design and is easy to carry. It is available in modern colors.

What was your pricing strategy? Do you want to appeal to a certain group of consumers from a price point of view?

Our pricing strategy is quite simple – we wanted to develop and launch products that are stylish, functional and affordable at the same time. We are aware that we do not focus on a fixed target group of consumers when it comes to pricing. We believe that cost efficiency, quality and after-sales service apply to all demographics and markets. We see it as a great democratizer of technology when we judge products not by their price but by their quality. With special introductory prices, our smartwatches range from Rs 1499 to Rs 3099 and our TWS and neckbands from Rs 699 to Rs 1,699.

Why did you decide that the products are 100% made in India?

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It was just the most logical direction for us. With Jaina Group’s years of experience in the market and manufacturing infrastructure, we wanted to build a made in India brand for India and beyond. Additionally, as a group, we have a better understanding of our market and audience and wanted to promote the Make in India initiatives under the phased incentive scheme. The strategy is not only effective, but also a great vehicle for developing talent and creating employment opportunities. We envision a near future where dependence on commodities and materials from international markets will be reduced and we will be able to further expand this ecosystem.

Where and when will the products be available?

The products are exclusive to Amazon and will be available on Amazon for a limited time starting September 23, 2022 at special introductory prices.

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