Hammer Offers Feature-Rich ‘Lifestyle’ Gadgets At Pocket-Friendly Pricing

The Origin Story

If CES is all about forward-thinking technologies from iconic brands, there is another side to personal tech. Of late, India’s FMEG (fast-moving electronic goods) market has witnessed an increasing demand for trendy, durable and pocket-friendly gadgets coveted by young people. To bridge the gap between innovation, utility and affordability, Rohit Nandwani came up with a range of new-age personal tech products under the Hammer brand.

The Differentiator

Hammer offers a wide range of cool gadgets and digital health gear, such as wired earphones and wireless earbuds, headphones, speakers, smartwatches and electric toothbrushes in the INR 1,500-2,500 price range. The aim is to incorporate premium features into lifestyle and utility gadgets and stick to an affordable pricing strategy in sync with the target market analysis. R&D, design, development and quality testing are also done in-house for an immersive experience. The brand has manufacturing units in Noida, Hyderabad and Mumbai and follows a 66-point quality checklist, including drop tests, water-resistance tests and more. All wearables have snug fits and stylish variants, suitable for fashion-conscious young customers.

The Growth

The FMEG brand sells its products on its website, as well as ecommerce and quick-commerce platforms like Amazon, Flipkart, Myntra, Nykaa, Tata CLiQ and Swiggy Instamart. Hammer’s Make-in-India mission took off well and it recorded INR 30 Cr in revenue in FY23. It also expanded its product portfolio in 2023 and launched the Active 2.0 Plus gesture-control smartwatch with Bluetooth calling. 

What’s Next

Hammer aims to emerge as the ‘athleisure’ brand in the personal tech space, innovating more ‘smart’ products to take people’s lifestyles and health several notches higher. It aims to capture 5% of the consumer electronics market by 2024, with its Bluetooth-calling smartwatches accounting for 2%. By 2026, the brand will strengthen its presence on quick-commerce platforms and enter global markets.

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