The smart home and connected devices category is one that holds a lot of potential and has been growing at a rapid pace, with increasing awareness and consumers looking to do more. The category is all about convenience, security, peace of mind and putting technology to work for use cases that go above and beyond the norm. Qubo, a brand owned by Hero Electronix, has been introducing quite a few products in this category, and looks very serious in its approach towards innovation, customer service and Make in India. We sat down with Nikhil Rajpal, CEO of Hero Electronix, to talk tech and what we can expect from the brand. Here are some excerpts.
Q. The smart connected devices segment, which is where Qubo operates, has so far been quite fragmented and scattered. The number of products and brands that play in this arena is huge. How does Qubo aim to make a difference in such a crowded segment?
At Qubo, our objective since inception has been to bring cutting-edge technology through smart connected devices. In fact, according to a report by the India Electronics and Semiconductor Association (IESA) and MarketsandMarkets, the IoT market in India is expected to grow to $10.2 billion by 2024 at a CAGR of 12.9 percent, indicating that connected devices have become so ubiquitous that it’s safe to say that they’re here to stay. Qubo today is well placed to continue occupying the pole position as smart devices proliferate. 
Having been one of the first movers in this space, we imagined Qubo with a unique ecosystem-first approach rather than just following a conventional product-led approach. As a result, Qubo today operates across categories incl. Smart Home Automation, Smart Security, Smart Entrance Management etc. – with more than 40 SKUs that can all be connected and managed through one central app. What’s even more striking is that almost all the tech that powers this seamless experience is developed in-house (at the Qubo Innovation Center); including all components of the tech stack – software, apps, and cloud. Incidentally, we’re the first and only Indian brand to do so. This end-to-end ownership of the tech stack ensures unparalleled data security and a truly integrated experience for the end consumer.
We take pride in being a true blue Made in India and Made for India brand that sets us apart from other players in the space. Our commitment to innovation and self-reliance to reimagine everyday living, making it smarter makes us distinct and trustworthy for consumers across the country.
Q. As a follow-up to the previous question, what are Qubo’s key strengths and differentiating factors?
We emphasise greatly on bringing the best technology advancements to Indian consumers to give them added convenience and an edge in their daily lives. Our proprietary technology stack certainly is our USP and has been something we have been massively investing in. From private and premium designs, PCBA design, in-house AI models, our own cloud platform and our own app we have developed, designed and manufactured robust, reliable and premium products at competitive price points. Our very own enterprise-grade cloud platform comes with a subscription management infrastructure allowing granular configuration and other features such as scaled and matured cloud video recording, low footprint Edge AI and is automation ready. Our offerings are also heavily focused on data privacy and security, adhering to strict standards for data transmission and storage across our product portfolio.
Q. Some of the products in your portfolio, like the smart door locks, need expert installation and support. How do you ensure you can cater to consumers across the country?
Currently, we are present across 100+ cities and have sold over 3,50,000 devices. In order to cater to our wide range of customers and our expansive reach, we have a strong customer service team in place. Our team consists of best-in-category call centres and support field services across 40+ cities. We ensure that our products come with intuitive unboxing coupled with DIY content for ease of use. With products such as our video doorbell, we also offer virtual consultations and proactive installation support for a seamless process. Our endeavour is to also stay constantly in touch with our customers post the purchase through our app and by offering value-added services. We have over 15,000 5-star online reviews which is a testament to our solid customer engagement process.
Q. How do you go about planning a new product?
At Qubo, our approach to planning a new product involves a comprehensive process that combines market research, consumer insights, and technological innovation. We initiate it by identifying emerging trends and customer needs, followed by in-depth research to understand target demographics. With a strong focus on user experience, our talented team collaborates to design and develop smart connected products that seamlessly integrate into people’s lives, offering convenience and efficiency in everyday tasks.
Q. What can we expect from Qubo in the coming months?
Our aim is to continue to engage and educate our customers while catering to their evolving needs with new products. New app releases every month and regular updates on products will be our continuous aim. We are also keen on expanding our product portfolio with the addition of new products such as GPS trackers for cars and two-wheelers and Wi-Fi gateways for remote door unlocking amongst others. At Qubo, we are constantly looking at offering cutting-edge tech with world-class features while being available at competitive prices.
