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Arctic Fox -the lifestyle brand attracting the youth, youngsters, millennial and Gen Z.

Introduction about the Founder

An industry leader with a demonstrated record of driving innovation and delivering constructive business results, Sridhar Thirunakara is the founder and Managing Director of Outshiny India Pvt. Ltd. He is the driving force behind the product development and marketing of Arctic Fox(the brand wholly owned and operated by Outshiny India). Prior to him taking the plunge into becoming an entrepreneur himself, he contributed to the growth of Dell and IBM, India.

My passion for entrepreneurship is driven by my previous roles at MNCs. As a young man, I was always determined to find my place in the world and make an impact. I have put my heart and soul into what I wanted to and worked hard relentlessly to achieve bigger things in life. I initially aimed to set up a website to sell computers, laptops and related accessories online but later on, I found the customers wanted to have a touchpoint for the products for which I set up his own D2C lifestyle brand.

About the Startup

The startup Arctic Fox, wholly owned by parent company Outshiny India Pvt Ltd is one of the fastest-growing consumer products companies in India. Our company deals with multiple verticals of products ranging from bags, soft luggage, and consumer electronic goods, specifically keyboard and mice and micro-mobility products. Regardless of the diverse range of product categories, they have the one core important value of being dependable for a customer’s most critical and consistent requirements. One can always count on Arctic Fox for on-time delivery, best quality and price. Dependability is the assurance that the company gives to its customers and that sets them apart. The company is based in Bangalore and operates PAN India. The parent company Outshiny was established in 2011 whereas the brand Arctic Fox was conceptualized in 2018.

The idea / Concept of the startup

Mr Sridhar says “A lot of lifestyle products that we use on a daily basis like bags, consumer electronic products are imported from other countries at a very very cheap price. Via Arctic Fox, we wanted to establish the true spirit of #makeinIndia and #buildinIndia by designing, developing and manufacturing products in-house. The idea was also to show to the world that we Indians are very much on par with the rest of the world in manufacturing such lifestyle and tech products”.

Innovation and uniqueness

We design, develop and manufacture the products at our factory. It gives us immense strength in saying that we are the only company in India to make a keyboard and mouse end to end which includes designing, prototyping, and manufacturing to deliver it to the consumers. We have recently entered the auto industry by launching an electric kick-scooter for adults. This is a micro-mobility product, one of its kind, and proudly made in India.

Mission and vision

The vision is to develop Arctic Fox as the most loved global lifestyle brand and the mission is to reach that position there by focusing on the product design, development and manufacturing out of India with global standards at the same time be competitive in pricing.

Services and products

Bags and luggage, consumer electronics like keyboard and mouse manufacturing specifically, etc and micro-mobility products are the product offerings by Arctic Fox.

The problem and solutions

The one biggest problem is the presence of imported products. We are the most creative and process-oriented company who is as competitive as any other large international company when it comes to design, development and manufacturing bags, keyboard and mouse, and now we have gotten into micro-mobility products. In India, we are the one company which could match the quality, production and product development capabilities of foreign manufacturers. We are proudly here to say that we can make what all this while could only be made in China, be it consumer electronic products, laptop bags, duffle and trolleys or mobility products, we are the one company which is on par.

About the market and target audience

Our target audience is the youth, youngsters, millennial and Gen Z.

Success and Achievements

In the last 4 years of brand operations we have sold more than 1 million Arctic Fox products and with a repeat customer rate of 35% along with YoY the revenue growth of 125%.

We have a milestone to do 100Cr in sales by Fy23/24 and we are well positioned to achieve it.

Funding round.

We are bootstrapped and have been profitable from the very beginning.

What do you think?

Ravi Tilekar

Written by Ravi Tilekar

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