SAULT wants to differentiate with ‘category-first’ feature, says co-founder

SAULT, a domestic player in the wearable technology market, is focusing on various categories including smartwatches, neckbands, earbuds, and wired earphones, with plans for expansion into other segments. According to Amit Sharma Khandelwal, co-founder of SAULT and visiting professor at SPJIMR, the company prides itself on offering category-first features that set its products apart from competitors.
For instance, SAULT's "On The Groove" earbuds are noted for being the first in their price segment (above Rs 2,000) to incorporate RGB lights and offer volume control functionality. Additionally, their zero latency feature caters to gamers' needs.
In the smartwatches category, SAULT's "Redial" and "Rebound" watches stand out for their superior speakers and microphones, claims Khandelwal
Khandelwal said that SAULT follows a straightforward two-layer channel management strategy involving distributor partners and retail partners, ultimately reaching the end consumer. "Most of our current business partners are already into distribution business, either into mobile phone, IT products, mobile accessories. We are also experimenting with FMCG distributor partners along with partners who are venturing first time into distribution business,” Khandelwal said.
SAULT has initiated in-house production of power banks and plans to expand into manufacturing adaptors, cables, neckbands, and speakers, Khandelwal added.