How audio & smartwatch brand Wings is creating impactful retail experiences

Wings, India’s fastest growing direct-to-consumer (D2C) audio, smartwatch, and true wireless stereo (TWS) brand, is capturing the attention of the country’s youth with its innovative products. The brand has set out on a mission to establish itself as a pop culture-led brand that resonates with the younger generation. Nodwin, a subsidiary of Nazara Technologies, recognised the potential of Wings and made a strategic investment to align with its long-term vision.

Since its inception in 2018, Wings has experienced remarkable growth, clocking an impressive revenue of Rs 27 crore in FY 22, showcasing a significant 62% increase. With a customer base of over 1 million and counting, Wings has successfully catered to the evolving needs of its consumers.

To stand out in the crowded audio industry, Wings has devised robust business plans and implemented major steps. They focus on establishing a strong presence in key cities across India, including their expansion into eight cities after the successful launch of Wings Phantom 380. By strategically selecting locations and partnering with reputable retailers, Wings creates a favourable environment for retail businesses and ensures accessibility for their target audience.

Regarding the strategy behind the wings expansion into the offline category and how has it contributed to the brands growth, Nishit Sharma, Co-Founder, Wings Lifestyle, shared, “The idea behind going offline was to was to kind of reiterate and reconfirm it to our customers that that we are here for the long run. We wanted to have deeper penetration into the Indian PIN codes. We wanted to target more of the tier three and tier four segments, where online shopping is yet to make a mark and where the penetration has not happened too much because of, primarily an availability of good Internet services or smartphones. Hence, we wanted our products to be available on general trade stores across cities and we wanted to make a dent in that market.”

On what makes Wings stand out of the cluttered competition, Sharma said, “We maintain hygiene. In order to maintain hygiene, we follow strict quality parameters. Secondly, our catalogue stands out, the design of the products is very different as compared to everything else that is available in the market, we try to offer the best quality products at the cheapest rate possible. We have an impeccable customer service experience. We were one of the first Indian brands to identify mobile accessory gaming space back in 2021 and our final grade of products has since then been the market leaders in the gaming audio space on all online platforms.”

When asked about the marketing strategy, he noted, “We have a very interactive social media presence in which all DMs are answered in absolutely no amount of time. We try to make very interactive social media banners and posts in which we try to increase the customer interaction as much as we can.”

On signing Shubhman Gill said as the brand ambassador of audio space, the Wings’ Co-founder highlighted, “The intention was that we wanted to connect with our customers a little better. The story behind Shubhman’s success is phenomenal. I think that is something that we relate to, because we started from nowhere, and in a very short span of time we’ve kind of taken over the gaming audio space, at least in the online category.”

These are the excerpts from a video interaction, watch the entire conversation below: