Growing social media influence has reshaped consumer awareness when buying technology products. Millennials and GenZ are the major consumer group for tech products, and for them the products like smart watches and earphones are becoming a necessity as well as an element of lifestyle, rather than a luxury. Therefore, companies are targeting millennials by introducing connected smart products with an engaging shopping experience and social responsibility drive. While they look for products with the latest and premium features, at the most competitive prices, millennials would want to connect with the brand personality before they choose to purchase products of a particular brand.
This is where DIZO - a global technology brand and the first brand in the realme Tech Life ecosystem offering innovative smart watches, audio products, personal care products, feature phones, and accessories comes into the picture. While there are ‘n’ number of options provided to customers by many brands, DIZO believes that apart from the unique offerings that a brand has to offer to stay ahead, the biggest difference between any brand lies in what the brand stands for and the personality it carries. Therefore, DIZO is for customers who choose to be different as it comes with a singular mission to offer a ‘Smart Tech Life for Every Different You’.
Top-Quality AIOT Experience At Aggressive Price Points
DIZO wishes to break the price limitation that comes with the premiumness of a product and aims to provide solutions that are innovative and trendy, without hurting customers’ pockets. The company’s focus is to popularize tech among the masses by bringing the latest premium technologies and top-quality AIoT experience at aggressive price points.
“We do not just simply bring down the prices and offer all the specs. We keep a healthy mix of product innovation in any category and at any price point. As a brand, we want to resonate with our consumers, listen to them, connect throughout the product journey, and give them as many options,” says Abhilash Panda, CEO, DIZO India.
DIZO is part of the realme Tech Life ecosystem and is centered around their own mission and vision of the company. However, being a brand partner to realme, DIZO shares the same aspirations in terms of R&D focus and manufacturing standards. “We have their support in 3 key aspects such as - Industrial Design, Supply Chain, and AIoT Experience. It goes without saying that they are also there to help us with their expertise, whenever required,” affirms Abhilash.
A Brand For Personalized & Unique Experiences
Technology should make it possible for people to make the most of their life – whether it is about pursuing a hobby, make health & fitness a way of life, want to own a smart home or simply help in striking a balance between work and life.
“We are not just aimed at the younger generation of the world, but also those who are young at heart. DIZO will be a brand for anyone & everyone, who are interested in tech and are looking for personalized and unique experiences. DIZO wants people to remember that we do not live for technology, but it is rather the other way round,” explains Abhilash.
Rewards & Recognition
DIZO has ranked No. 4 with 4.4% market share and entered into the top 5 brands in the smart watches category in India according to the Q1, 2022 smart watch shipment report in India, as commissioned by Counterpoint Technology Market Research. The introduction of the AMOLED display in its recently launched smart watch - DIZO Watch R and the brand expanding its offline presence in the quarter, offered a leg up in the industry helping DIZO capture the spot in the top five for the first time. Soon after their first-ever product launch, DIZO became one of the top 10 brands by Gross Merchandise Value (GMV) in the Flipkart hearables category, which is a first ever for a new brand in this segment to achieve it within a month’s time.
After the first sale of DIZO GoPods D, the earbuds emerged as the highest rated TWS earbuds in the INR 1K-2K category. DIZO Wireless, became a best-seller and the highest-rated neckband in the INR 1K-2K category on Flipkart. Another bestseller - DIZO Buds Z, after the first sale, was rated 4.6 by DIZO’s consumers on Flipkart. In the smartwatch category, DIZO Watch 2 became everyone’s favourite post its sale and made several records including selling 15,000 units within 3 minutes of sale, which is the fastest for any wearable category.
Another record is when it sold 50,000 units in just 15 days from the day of its first sale, which is again the fastest ever by any single model in the category. Yet another record includes the sales of 100,000 units within just 40 days since its first sale, again the fastest ever by any single model in the smartwatch history in the country. DIZO Watch R that comes with the biggest AMOLED Display under 4K segment made a record of selling 10,000 units within just 5 minutes of its first sale.
Also, according to Counterpoint Technology Market Research, DIZO is
an emerging and the fastest growing brand in Q3 2021 TWS shipment report. The brand had also announced that it became 1 million strong in India by Oct 2021 in terms of customer base. As a new entrant, DIZO managed to clock this rare feat within just 5 months’ time of its launch. Additionally, it also surpassed the 100-crore revenue mark in India in the same time frame. The company presently offers a dozen of differentiated products in smart watches, TWS ear buds, neckband earphones and feature phones, and now mobile accessories for its consumers.
The Journey
As a global technology brand and the first brand in the realme Tech Life ecosystem DIZO was launched globally and in India on 25th May 2021. “The journey so far has been extraordinary for us and our best sellers, the DIZO Watch 2, DIZO Watch R, DIZO Wireless, DIZO Buds Z, among others and the latest ones - DIZO Wireless Dash and DIZO Watch S have garnered immense support and love from our customers with record breaking sales figures,” says Abhilash.
When DIZO launched its products, the company announced that it will operate in four product categories mainly the Smart Entertainment, Smart Home, Smart Care and Accessories. However, owing to its reach among the consumers DIZO has launched smart watches, audio products, personal care products, feature phones and accessories. “We are not going to limit ourselves to these products. The possibilities in India are huge and we want to explore all technology products that benefit our consumers. This is aligned totally with our mission to provide Smart TechLife for Every Different You,” affirms Abhilash.
Talking about 2022, DIZO began with the launch of five new products which include the latest smart watches – DIZO Watch D, DIZO Watch R, DIZO Watch S, TWS – DIZO Buds Z Pro and Wireless Neckbands – DIZO Wireless Power, DIZO Wireless Dash. The latest DIZO Watch D comes with the biggest display in its price segment i.e. 1.8in (3.57 cm) and plethora of smart functionalities.
As the first smart watch sporting a round dials from DIZO’s portfolio of smart watches, the DIZO Watch R comes equipped with advanced functionalities including an AMOLED display. While the DIZO Watch S possess a unique slim body, exquisite, curved glass, curved body, metal frame, 1.57” (4-cm) screen with biggest rectangular display and 550nits high brightness and 150+ Watch Faces with personalization option, it is the perfect option for all fashionistas who prefer quirkiness.
The DIZO Buds Z Pro on the other hand, flaunts the natural light design, ANC up to 25dB, dual-color charging case, and extended battery life. Finally, the latest neckband earphone, DIZO Wireless Dash and DIZO Wireless Power boasting of a unique Kevlar Design and Power Hive Design, respectively and cool colour options along with some distinct features such as a 11.2mm Large Driver, Bass Boost+ algorithm, dedicated Game Mode, extended hours of playback and realme Link App to offer an engaging and energetic audio experience and at the same time complements your distinct fashion statement. The DIZO Wireless Dash also offers Blink charge feature of 10 hours of music playback in just 10 mins charge and 30 hours of total music playback on a single charge.
We do not just simply bring down the prices and offer all the specs. We keep a healthy mix of product innovation in any category and at any price point
The Journey Ahead
With the aim to expand the visibility and stance in the market, the brand tied up with offline retail chains in different cities such as Lucknow, Hyderabad, Coimbatore, Gurugram, Kochin, Vizag, Vijaywada, Pune, Ahmedabad, Chandigarh and more. They are currently working with some prominent retail chains like Sangeetha, Happi, Big C, Lot Mobiles, B-New, Cell Bay, Supreme Paradise, MY G, Oxygen cell point and SS mobiles already, and starting soon with Croma, Vijay Sales, and Reliance. Since its inception, DIZO has established its successful presence in the online market via Flipkart and has also widened its focus on the offline stream.
In terms of service, even before the launch, DIZO had a presence of over 320 service centers in over 310 cities and today stands at over 490 service centers in more than 460 cities across India.
Product wise, the brand will continue to focus on ANC, Big Battery and fast charging capabilities in their audio wearables and display size/resolution along with other functions like calling options in their smartwatches. Overall, design and consumer experience (including DIZO App) will be a focus for the brand.
“India is a key strategic market for DIZO. Hence, we are looking to be a long-term global AIoT brand with a great deal of focus on India. With our association with realme, we aim to bring the best of both brands,” concludes Abhilash.
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