“Hammer product buyer is our brand ambassador”

The rise of technology products has necessitated the need for buying more than one earphone. Homegrown audio and wearables brand Hammer, which claims to have received a phenomenal response in just one year of its being, expects to make use of this by offering high-quality value for money products. Always aiming to go by the latest trend, Hammer is currently working on mobile-free truly wireless earphone with built-in memory so that you can go running with music on without carrying your phone. Rohit Nandwani, Founder and COO, Hammer, speaks more about the brand and its plans, in a conversation with Ramesh Kumar Raja, that how it is planning to incorporate a propriety technology in all its products. The company is also on-boarding two popular personalities for brand endorsements. Excerpts:

- Ramesh Kumar Raja

How did the idea of Hammer come to you and how are you positioning it in a highly competitive market like India?

The idea behind starting Hammer was to cover-up the gap that big names in this industry were leaving behind. Airpods launch and headphone jack removal created a new industry for wireless earphones. We tapped the opportunity by launching our own truly wireless earphones (TWS) label at the right pricing.

People were using one earphone for all needs i.e. workout, Netflix, gaming, etc. But now they need separate products for these different activities. Our differentiation will be based on proprietary technology we are launching in all our products and we are positioning ourselves in athleisure electronics segment which is relatively new and unheard of.

Hammer’s product portfolio is a mix of audio and wearables accessories. How do you ensure the quality of your offerings?

Quality is our top most priority and we are high believers of value for money products. Quality control for audio and wearable is very different – for audio products, it is majorly hardware related checking, whereas with wearables we need checks for software (mobile app) and hardware that is on the wrist. We have instilled a rigorous 66-point quality checklist starting from factory to hands of end customers and this includes drop test, water resistance test, etc.

How has been the response so far and which are the areas from where maximum demand is coming for Hammer products in India?