Offline Expansion: Detel Collaborates With Walmart in India

  • Detel has been on a brand shop opening spree in India since last few months
  • Walmart has around 27 cash and carry stores in the country
  • Infact, Walmart has a big presence in Tier II and Tier III cities

Detel, a home-grown consumer electronics brand, has collaborated with Walmart India. This partnership, as informed by the company, is a long term strategic alliance. It is to be noted here that Walmart also holds shares of one of India’s biggest e-commerce portals Flipkart.

“We see this partnership with Walmart as a long-term strategic alliance. Walmart is renowned for its efficiency and expertise in logistics, supply chain management and sourcing, which in turn will help Detel to reach one more step closer to its consumers. The vision behind this tie-up is to expand and widen the distribution base for Detel. We are sure that with this new tie-up, Detel will reach new heights,” informed Yogesh Bhatia, MD, Detel.

Yogesh Bhatia, Founder, Detel India

Expansion in the offline channel

The company has been expanding its presence in the offline channel in India since the beginning of this year. Apart from launching, one of the most affordable televisions in the world, the company had opened brand shops in Tier II and Tier III cities.

Yogesh Bhatia, founder, Detel, at a launch event had told Electronics For You that he was focusing on covering markets where TV penetration was lower than other parts of India. The company, apart from TVs and speakers, also retails feature phones in various markets.

“We are going to serve TV consumers in Tier II and Tier III cities with this collaboration. Walmart has one of the biggest reach in these cities and Detel will now be a part of it, Yogesh Bhatia, told EFY Group.

Interestingly, Yogesh Bhatia is also the founder of refurbished smartphone e-commerce vertical PreLoved devices. This e-commerce portal is currently retailing used and refurbished Apple, Xiaomi, OnePlus, Samsung and Lenovo smartphones. Preloved website is also showcasing space for refurbished laptops, home appliances, TVs and Kitchen appliances.

The company, in order to expand its offline retail presence, has also tied up with various brands including Spencer’s, Relay and Vivek’s. Detel, as per Yogesh, is aiming to open around 100 more retail stores in the country by the end of 2020.


TV market size in India

Interestingly, India is turning out to be one of the biggest markets for TVs in the world. Big brands names like Oneplus, Nokia and Motorola have forayed into this consumer electronics vertical here.

Goldstein Research analyst forecast that the India smart TV market is set to reach USD 20.4 billion by 2024, growing at a CAGR of 4.7 per cent over the forecast period (2017-2025). Based on screen type, flat screen type smart TV accounted for largest market share of 62.7 per cent in 2017.

“But over the forecast period curved screen type smart TV is expected to take over the market share on the back of being technologically advanced and rising demand for curved screen for better experience, read Goldstein Research’s report.