Aptronix to expand base in India

TIER-2 MARKETS: Apple has a clear India pricing strategy and is keen to tap potential in smaller cities.

Hyderabad: Aptronix India, an Apple Premium Reseller in the country, and an entity of Premium Lifestyle & Fashion India Private Limited (PLFIPL), which offers a complete range of Apple products, will expand its retail base pan-India.

Apple’s largest partner in the country, Aptronix, currently has 35 stores in major cities of India including Hyderabad, Visakhapatnam, Vijayawada, Bengaluru, Chennai, Mumbai and several major tier-2 cities. The company offers products such as iPhone, iPad, Mac, Apple Watch and Apple TV besides other products and accessories. It also has 10 service centres across India. Hyderabad, Mumbai and Chennai are the top three markets for Aptronix in India.

Sharing the expansion plans, Sutinder Singh, founder, Aptronix India, told Telangana Today, “We want to ramp up our operations by taking the current store count of 35 to 50 pan-India in the next 6-12 months. In Mumbai, we have opened our largest flagship store in the country spread over 8,000 sq ft. We recently opened world’s third largest store in Hyderabad at Sarath City Capital Mall. We have 18 stores in Hyderabad alone.”

“Wherever there is potential for us to open the store, we put in a request with Apple, and we jointly evaluate the location in India, and the proposal is sent to London for final nod. So, the stores are created with a lot of due diligence. Apple is very particular how a store is run and certain aesthetics need to be there. We have made substantial investments in all the stores over the last eight years. Apple is a premium brand and we have a lot of guidelines. We don’t want to compromise on quality and that’s why we haven’t opted for a franchisee route,” he explains about the store creation criteria.

Growth market

Aptronix sees growing demand in the tier-2 markets of India. Apple is very particular about India pricing and has thus reduced price of iPhone XR, making it affordable at about Rs 45,000. Apple is an aspirational brand and is preferred over android devices. The brand is eating into the market share of other phone brands in the country, as indicated by IDC research. Apple is expected to roll out a range of new products in the market in the near-term.

Meghna Singh, director, Aptronix India, said, “We make the entire range of Apple products available at our stores. Everything that one can find in an Apple store outside India is here. Since inception, Aptronix has served about 25 lakh customers in the last eight years. Our high-street stores had been witnessing a conversion ratio of 60 per cent compared to the footfalls, while this is at over 20 per cent at our stores in malls. We have 12 stores in malls and 23 being high-street properties.”

On the e-commerce trends, Sutinder Singh said, “Online is here to stay. Globally, online accounts for 25-30 per cent of the overall sales in different product categories, while in devices it is seen higher at 35 per cent. However, Apple is an experiential product and we have seen most of the sales still happening in the offline stores.”

Aptronix app provides sale of products as well as membership services such as at-home workshop, training, insurance and product delivery, creating a comprehensive omni-channel experience, added Meghna.

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