Cover Image Credit: Dipesh Majithia, CEO of T4tec. Credit: Arnold Pinto
With the oil-producing GCC region being better known for retail luxury and all things affluent, T4tec – the UK-headquartered consumer technology company – believes there is untapped potential in the region for premium affordable home electronics and which is why the new kid on the block is spearheading its foray into the region via cosmopolitan UAE.
Terming his commercial entity a “people’s brand”, Dipesh Majithia, CEO of T4tec, said the description is befitting because “we bring affordable consumer electronics which are designed for people to use in everyday life.
Seven-year-old T4tec designs its entire product range of smart TVs, wireless sound bars, cordless kettles, toasters, and TV remotes, in Birmingham, UK.
“We [T4tec] are not exclusive in what we do, but, we do provide premium quality products at affordable and reasonable prices, despite our products being manufactured in the very same factories that produce costly home electronics,” said Majithia, in an exclusive interview with MENews247 in Dubai.
Bespectacled and attired in smart casuals, Majithia differentiates between high build quality, contemporary design and expensively priced home electronics produced by the world’s leading brand names and his own company’s high build quality, contemporary design, but reasonably priced products that are meant for everybody.
Despite being a highly successful UK-homegrown brand with a network of retail outlets and online platforms across the UK, the time is now right for T4tec to venture overseas, noted Majithia, stating that as the GCC region is close to his heart, especially Dubai, it makes sense for him to penetrate the region from the emirate.
Having recently signed on Jamaica’s Andre Russell – the world-class seam-bowling all-rounder – as the new T4tec brand ambassador, and having recently launched the brand’s products online in the GCC region, Majithia said all that remains to be done is to “sign a local distributor agreement with a UAE-based partner”. This foray will be followed by a push into the rest of the GCC region, India, and the rest of the world.
Replying to a query on the challenges he foresees for the brand in the GCC region, Majithia noted: “My biggest challenge will be getting enough stock to the market. T4tec is already a hugely successful brand in the UK, yet, we cannot adequately supply all the British demand. This implies that we have to grow in phases; to be in a position to supply the ever-growing demand.”
Today’s home electronics’ consumer is “very tech-savvy”, said Majithia, compared to a few years ago, when a consumer would say: ‘A TV is a TV and it has so and so features.’ However, today, the same consumer “will check to see if the smart TV they are interested in has HDMI, Dolby sound, back lighting, is compatible with video on demand over-the-top streaming service, social media integration etc.”, said Majithia.
On top of all this fact-finding the consumer will compare a T4tec product with a tier-one brand and say: ‘It [T4tec] has got all the features as the tier-one brand, yet costs much less’, opined Majithia.
Majithia narrated how he grew up in a home without a colour TV – a childhood similar to Andre Russell’s own humble upbringing.
“My mother said: ‘Work hard, and one day you will have a colour TV’. Today, just like Andre, I want to give back to people [society]. In this respect, both our ethoses match, which is why Andre and I get on really well,” said Majithia.