Can Hammer’s Affordable Smart Tech Shake Up India’s Wearables Market?

India’s Fast-Moving Electrical Goods (FMEG) sector has seen rapid expansion in recent years, driven by urbanisation, infrastructure development, and a growing appetite for consumer electronics. While global giants like Sony, Samsung, and Bose have long dominated the audio and wearables segment, the market lacked trendy, durable, and affordable personal tech products that catered specifically to young Indian consumers.

Recognising this gap, first-generation entrepreneur Rohit Nandwani decided to disrupt the market. In 2019, he launched Hammer Lifestyle, a D2C personal tech brand offering smart, affordable, and stylish products that seamlessly integrate into modern lifestyles. From smart toothbrushes and smart plugs to smartwatches, earphones, and neckbands, Hammer is redefining how Indians interact with everyday technology.

Blending Affordability With Innovation

Hammer has built its brand by striking the right balance between high quality and affordability. Unlike many tech brands that cater exclusively to either premium buyers or budget-conscious consumers, Hammer has carved a niche in the mid-premium segment, offering products that are feature-rich, stylish, and durable — without an exorbitant price tag.

Its product range includes best-selling audio wearables like Hammer Screen TWS and Bash Max headphones, alongside new-age essentials like GaN chargers. These products not only keep up with global tech trends but are also designed with Indian consumers in mind, ensuring comfort, usability, and long-term durability.

By constantly evolving and launching innovative new products, Hammer is bridging the gap between cutting-edge technology and everyday affordability, making premium experiences more accessible.

Expanding Footprint Across Digital & Offline Channels

Hammer has grown by leveraging both ecommerce and offline retail networks. The brand sells its products through its website, major ecommerce platforms like Amazon, Flipkart, Myntra, and Nykaa, and quick commerce channels like Tata CLiQ and Swiggy Instamart.

To strengthen its offline presence, Hammer has partnered with large-format retail chains like Reliance Retail, a strategic move that enhances credibility, boosts brand visibility, and fosters consumer trust.

This omnichannel approach has fueled steady revenue growth, with Hammer’s earnings rising from INR 24.3 Cr in FY23 to INR 37 Cr in FY24. To further accelerate its expansion, the company introduced India’s first TWS with a built-in screen, reinforcing its commitment to disruptive product innovation.

Scaling Up: The Road Ahead

Hammer is now competing with established players like Fire-Boltt, Noise, and boAt, having already served over 20 Lakh users. With a diverse portfolio of 45 SKUs, the brand is targeting INR 45 Cr in revenue for FY25 and aims to drive growth through quick commerce expansion and entry into international markets.

[Authored By Pooja Yadav]