When the team of Hammer Lifestyle made a remarkable pitch in the popular TV show, it not only won the hearts of ‘Sharks’ but also of millions of viewers. The athleisure tech brand presented its wide range of fast-paced lifestyle gadgets, which are carefully curated to serve the demands of the modern lifestyle.
Established in 2019, this Fast Moving Electronic Goods (FMEG) brand offers modern-age products in astonishing broad categories- Wearables and Audio, Grooming, and Accessories. HAMMER is based on the direct-to-consumer retail model with a focus on improving fitness, comfort & style of its customers. All the products under the brand are designed and developed specifically to fulfill the needs of mass premium customers.
The brand seeks to upgrade the customer’s end-to-end needs through its smart and affordable range of products. The brand is uniquely placed in the technology market by its unparalleled pricing strategy and impeccable product quality. The brand rightly identified the supply-demand gap of its target market (25-35 years) and carefully studied the market spending of its target. After thorough analysis, they priced their products in a range that complements the premium product line and helps it stand apart in the highly competitive market.
The brand revolutionized the calling smartwatch trend in India as it launched Bluetooth calling smartwatches under ₹3000 for the first time in the Indian market. Also, the brand has been an early mover in the TWS segment by bringing touch controls to its products. Additionally, it is one of the first brands to launch wireless chargers with the HAMMER Flex series. The brand has successfully established its products as a proclivity for premium features at a reasonable price.
The brand has maintained its unwavering focus on upgrading its product quality and differentiated channel expansion. As a result, the brand drew much customer appreciation as it clocked a high growth in ARR of ₹ 30+ crores within three years of launch. Further, the brand has witnessed a remarkable annual growth of ₹ 7.7 Cr for FY22 and has grown its revenue three times since its inception.
Talking about the brand’s journey, Rohit Nandwani, Founder of Hammer Lifestyle, says, “People get amazed when they come to know that despite coming from a small town, we succeeded in achieving such growth in just three years. With an upsurge of Shark Tank fame, HAMMER caught the limelight it deserves. The audience recognized our hard work, and we saw a massive increase in the number of tangible orders. We closed ₹ 30 lakhs website revenue in a single day and aim 1cr in a day from our website. During the telecast month, we saw 5X growth in our website traffic. We relentlessly worked to meet the demand as we sold the majority of our smartwatches and electric toothbrushes. We have tripled the business within six months and touched ₹ 2Cr monthly revenue. We aim to increase the monthly revenue to ₹ 30 Cr for FY 23 and to ₹ 50 Cr for FY24. We’re also focusing on the cream segment and channeling our efforts to meet this aim.”
HAMMER aims to provide Indians a fast-paced lifestyle that matches with the need of the 21st century and beyond. It envisions every day to be a ‘smart day’ where its smart gadgets can serve the daily lifestyle requirements of the customers. With its sustained efforts, the company is definitely en route to becoming the Athleisure tech giant of India.
