Percentage increase in marketing spends and how budgets are being prioritised in a value-conscious economy
I wouldn’t describe our approach as aggressively increasing marketing spends; it’s more about sharpening how and where we invest. India is a value-conscious economy and spending more here doesn’t automatically translate into better outcomes. I think relevance matters more.
We’ve consciously shifted budgets away from broad, awareness-heavy formats towards high-intent, outcome-driven channels such as performance marketing, marketplaces and retention-led communication. Customers today have questions like what problem does this solve, how reliably does it work and is it worth the price? Their need right now is clarity. Our messaging reflects that shift. We focus on safety outcomes, reliability and real-life utility rather than just features.
As demand grows beyond metro areas of the country, we also have increased our vigilance over regional and vernacular outreach. The real success lies in tying every spend to measurable impact whether that’s discovery, conversion or long-term engagement. Efficiency is significant for marketing success right now.
Recent marketing initiatives and campaigns for TWM amid rising focus on safety and trust-led brands
Safety and trust have become rather key elements that determine consumers’ views on technology products. This inevitably determines the manner in which we will approach the process while handling the marketing part of the TWM. Over the course of the last few months, the focus has rather been on improving the ‘relatability’ of the product rather than relying on increased ‘noise’ while conducting the marketing.
We have invested in showing our emphasis on ‘education-based storytelling,’ which often illustrates use cases that people have at home, such as ‘family safety’ or ‘asset tracking.’ We have made numerous videos that break down the technology in simple words, explaining to people at large the benefits of our product, which leads to a decrease in confusion and gives people a higher level of insight into the decisions they are making regarding our product.
We also see trust as something that’s built over time. That’s why we’ve placed equal emphasis on onboarding, transparent communication, and customer support. This helps ensure the experience matches the promise. As safety becomes a bigger consideration in purchase decisions, our marketing role is to create clarity and confidence. This approach has helped us build credibility in a category where reliability matters more than hype.
Market potential for consumer safety and tracking solutions in India and how policy support can accelerate adoption
The market potential for consumer safety and tracking solutions in India is significant, driven by rising digital adoption, increased mobility and greater awareness around personal and asset security. However, adoption is shaped by trust, affordability and ecosystem readiness.
On the enterprise side, regulatory frameworks have already normalised GPS tracking, particularly in commercial fleets. This has had a positive spillover effect by familiarising users with tracking technology. In the consumer segment, growth is steady but still evolving, as buyers weigh reliability, data privacy and long-term usability.
There is room for meaningful policy to contribute to the growth of tracking solution adoption by facilitating standardisation efforts, promoting clarity of information on data usage, as well as supporting the broader efforts towards creating safe cities. There is also room to simplify the understanding of tracking solution usage as part of the broader safety culture. There is substantial room to achieve growth. However, to achieve long-run growth, the key will be to align technology, policy, and consumer confidence.
Expanding distribution and reach, especially across non-segmented and Tier II–III markets
Expanding into Tier II and III markets isn’t simply about widening distribution; it’s about being contextually relevant. These markets are digitally active, but purchasing decisions are often more considered. Trust and clarity matter more than availability in some places..
Our approach combines strong marketplace presence with regional partnerships and localized communication. Marketplaces help us scale quickly and ensure logistical reach, while regional strategies help us connect with customers in a way that feels familiar and credible. Local-language content, clear product education, and visible after-sales support play a big role in reducing hesitation.
We’ve also observed that demand in these markets can be triggered by specific moments like a safety concern, a theft incident or a recommendation within the community. Being discoverable and reliable at that moment is critical. So distribution is not just about footprint, but about readiness and responsiveness. As these markets continue to drive a large share of digital growth, our focus remains on building sustained presence rather than short-term expansion.
Differentiated marketing strategies across urban metros versus rural India
The differences between urban and non-urban are not so much about sophistication and more along the lines of priorities. In metro cities, for example, products are generally assessed based on parameters such as features, ease and routine. For us, this means messaging based upon efficiency and optimization.
In rural markets, the focus is on sustainability and reliability of the product. In other words, rural and town markets focus heavily on reliability. The marketing emphasis is on vernacular.
But the one thing which holds as a constant throughout is the need for the consumers, whether they be in a city or a town, to trust the product. While the medium, approach, communication style, etc., change, the underlying theme remains the same. This makes it essential for the message to be adapted so as not to dilute the brand, in order to cope with the diversity of the Indian population.
New marketing trends in the consumer tech and safety sector being leveraged
In consumer tech and safety, marketing trends are leaning towards clarity, authenticity, and usefulness. Short-form video and digital content are effective, but only when used to explain real value, not exaggerate claims. In a category like safety, credibility is far more important than virality.
We have seen remarkable results with educational content, product demos, and customer-led stories, more so when delivered through trusted voices: regional creators or micro-influencers. Such formats help break down the technology and demonstrate how it performs in everyday scenarios.
Equally important is the rising role of post-purchase communication in the marketplace. Onboarding, usage tips, and proactive support play a significant role in satisfaction and word-of-mouth, both being key levers in trust-driven categories. Data-led personalization and regional targeting further help us stay relevant across diverse audiences. All in all, the trend these days is informational marketing working better than marketing that merely attracts attention.
Balancing owned platforms versus marketplaces like Amazon and Flipkart in a hybrid go-to-market strategy
A hybrid go-to-market strategy mirrors the end-consumer shopping journey today. For instance, online shopping platforms like Amazon or Flipkart are crucial for scale in markets like Tier II and III cities, particularly for consumer tech products as they often are the only shopping destination for end-consumer technology goods in those markets in India.
On the other hand, through owned platforms, we can also engage extensively with our customers, their behavior, and a more personal experience. These platforms also form an essential part of the retention, education, and relationship-building process.
What this balance consists of is a clear understanding of the objectives behind each of these channels. So, for us, the marketplace is helping us create scale and visibility, while our owned channels are focused on the experience and loyalty drivers. So, we’re very cognizant and careful of ensuring that there is consistency across our pricing, messaging, and professionalism when it comes to the way these are executed.
