DailyObjects, a Delhi-based consumer electronics and accessories manufacturer, is deriving approximately one-third of its total sales from non-metropolitan cities across India, signaling a significant shift in how Indian tech hardware companies are capturing demand beyond traditional urban centers. The company, which began as a smartphone case maker, has since expanded into charging solutions, power banks, cables, and bags—categories that have become essential consumption items across smaller cities and towns where smartphone penetration has accelerated dramatically.
Founded to address gaps in premium mobile accessories, DailyObjects initially targeted metro-based consumers seeking quality and design in a market dominated by mass-market manufacturers. Over the past several years, the company has built a portfolio across multiple adjacent categories, recognizing that smartphone users in tier-2 and tier-3 cities require the same supporting ecosystem of charging and protective products as their metropolitan counterparts. This diversification strategy has proven critical to capturing the broadening consumer electronics market that extends far beyond India’s major urban agglomerations.
The 33 percent contribution from non-metro sales reflects a broader economic reality reshaping Indian consumer technology markets. With over 400 million smartphone users now spread across smaller cities, towns, and semi-urban areas—many of whom have entered the digital ecosystem only in the past three to five years—demand for accessories, power solutions, and protective products has exploded in geographies that were previously underserved by premium electronics brands. These consumers, often price-conscious but quality-aware, represent an entirely new purchasing demographic that established metro-centric retailers and manufacturers had largely ignored until recently.
DailyObjects’ product expansion into charging solutions and power banks addresses a critical pain point in non-metro markets where reliable electricity remains inconsistent and power outages are more frequent than in metropolitan areas. Power banks and portable charging solutions are not luxury items in these regions—they are functional necessities. The company’s move into bags and cables represents a broader ecosystem play, recognizing that consumers who purchase protective cases and power solutions are likely to buy complementary products from the same trusted brand rather than fragmenting their purchases across multiple vendors.
The geographic diversification also reflects shifting e-commerce dynamics across India. Digital marketplaces including Amazon and Flipkart have expanded logistics infrastructure to tier-2 and tier-3 cities, enabling companies like DailyObjects to reach customers without establishing physical retail presence in every market. Simultaneously, social commerce platforms and direct-to-consumer channels have lowered the barriers to entry for brands seeking to build awareness in smaller cities where traditional retail costs would make profitability impossible. This structural change has fundamentally altered the playbook for Indian consumer electronics brands.
For the Indian tech industry more broadly, DailyObjects’ experience demonstrates that the narrative of growth concentrated in metros has become outdated. Companies that source and manufacture locally benefit from manufacturing cost advantages while serving demand that is geographically dispersed. The accessories and power solutions category—relatively capital-light compared to smartphone manufacturing—has become a beachhead for Indian brands to establish consumer relationships in tier-2 and tier-3 markets, potentially creating competitive moats against international competitors who traditionally entered India through premium metro segments.
Looking ahead, the critical variable will be whether DailyObjects and competitors can maintain quality and brand perception while scaling to serve geographically dispersed markets with different purchasing power profiles and supply chain challenges. The company’s continued emphasis on product diversification suggests recognition that smartphone accessories alone cannot sustain growth rates required for venture-backed scaling. If non-metro markets continue expanding their share of overall revenues, the company may need to develop localized pricing strategies, region-specific product variants, and potentially different go-to-market approaches for markets where brand awareness and retail presence remain nascent.
