London-based manufacturer of electronic gadgets and accessories, WK Life is expanding its retail presence in India.
With a growing footprint, it is also increasing the localization of its products by switching to domestic manufacturing, according to a senior company official.
WK Life, which primarily imports its product line, aims to double the contribution of locally produced items to 30% in value by the first quarter of 2022.
The brand, which has already crossed the 100 franchise store mark in India and recently opened its 16th store in Lucknow, is eager to expand into Tier II and -III cities, capturing the aspirations of small towns in addition to markets. developed.
âNow we plan to open as many outlets as quickly as possible. We are introducing more products made in India and setting up our factories by the end of January. We have already identified suppliers and a few other companies, who would also produce our products. “, Rohit Sahni, co-founder and CEO of WK Life.
In addition, the company, which started operations in India in 2018, also plans to hire around 600 people to support its expansion plans. Currently, around 15% of WK Life’s total retail sales are locally sourced, Sahni added.
The WK Life catalog consists of over 3,000 products in 500 Millennium Daily Needs categories, ranging from mobile accessories to fashionable sunglasses, travel gear and handbags. The company is focused on providing quality products with an affordable range of Rs 700 to Rs 3,000.
Saini said, âThe brand has 75 designers on board and its catalog is designed and curated for the company. The company also designs products with the tastes and preferences of its Indian customers in mind. In the cell phone and the covers, we have Indian designs and cultures on it. Even our cutlery came with the Indian design.
âWe design a lot of products for our country. âWe would be promoting a wide range of handicrafts and food products in our stores this festival season,â he added.
It uses ethnic and historical murals for its reception section. WK Life has also introduced a jute product for its fashion segment. The company, which has sales of around Rs 25 crore, expects to triple by next year.
WK Life, which started online sales right after the first lockdown last year, now makes around 10% of its sales through e-commerce, a channel that has seen a rapid pace after the pandemic.
âWithin a year, in certain categories, some of our products are leading at Flipkart and Amazon. We are now aiming for exclusive partnerships with e-commerce platforms for this holiday season and we would be able to achieve 25% of the sales from online channels, âSahni added.