Moderator: Let’s talk about one of the most rapidly growing names in India’s tech hardware and networking segment — FEDUS. Touted as India’s No.1 D2C brand for cables and networking accessories, FEDUS has made some serious waves since its launch in 2020. But what’s the story behind this success?
Participant 1: What’s really interesting is that FEDUS didn’t just enter the market out of nowhere. The founders, Cheeku Technologies, initially worked with other brands, selling networking accessories. But after two years, they noticed a big gap — Indian consumers were being ignored by foreign brands, and local offerings were mostly cheap, low-quality products.
Participant 2: Exactly. And they understood something crucial — Indian customers don’t just want low prices. They want value. They want durable, reliable, high-performance products that work in all conditions — whether it’s the heat of Rajasthan or the cold of Kashmir.
Moderator: That’s where FEDUS found its niche. They started developing their own line of products — Ethernet cables, HDMI cables, USB cables, power strips, CCTV wires, and adapters — all built specifically for Indian needs. And instead of going through distributors or retailers, they went direct-to-consumer (D2C), offering better pricing and direct access to their customers.
Participant 3: And their numbers speak volumes — over 1 million products sold, top rankings in Amazon’s networking gear category, and a growing reputation for quality + affordability. They’ve positioned themselves as India’s answer to foreign brands in a market that was long dominated by imports.
Moderator: One of the key factors behind their growth is how they listen to the consumer. FEDUS realized that creators, businesses, gamers, and students alike were struggling with low-grade accessories. They made it their mission to bring world-class technology at an Indian price point.
Participant 2: And let's not forget their emphasis on durability. From temperature resistance to strong connectors and high-speed data performance, FEDUS products are built to last, not just function.
Participant 1: Plus, they’re setting their sights higher now — expanding globally. Their ambition is to become India’s first homegrown networking brand that can compete internationally and be sold in other countries just like the foreign brands that dominate here.
Moderator: In a country where digital transformation is accelerating, FEDUS is not just riding the wave — they’re shaping it. And in doing so, they’re putting Indian innovation and engineering on the global tech map.
Final Thought:
FEDUS proves that when you understand your market, focus on quality, and stay committed to innovation, even a startup can disrupt an industry. It’s not just a cable brand — it’s a movement toward self-reliance in tech.
Participant 1: What’s really interesting is that FEDUS didn’t just enter the market out of nowhere. The founders, Cheeku Technologies, initially worked with other brands, selling networking accessories. But after two years, they noticed a big gap — Indian consumers were being ignored by foreign brands, and local offerings were mostly cheap, low-quality products.
Participant 2: Exactly. And they understood something crucial — Indian customers don’t just want low prices. They want value. They want durable, reliable, high-performance products that work in all conditions — whether it’s the heat of Rajasthan or the cold of Kashmir.
Moderator: That’s where FEDUS found its niche. They started developing their own line of products — Ethernet cables, HDMI cables, USB cables, power strips, CCTV wires, and adapters — all built specifically for Indian needs. And instead of going through distributors or retailers, they went direct-to-consumer (D2C), offering better pricing and direct access to their customers.
Participant 3: And their numbers speak volumes — over 1 million products sold, top rankings in Amazon’s networking gear category, and a growing reputation for quality + affordability. They’ve positioned themselves as India’s answer to foreign brands in a market that was long dominated by imports.
Moderator: One of the key factors behind their growth is how they listen to the consumer. FEDUS realized that creators, businesses, gamers, and students alike were struggling with low-grade accessories. They made it their mission to bring world-class technology at an Indian price point.
Participant 2: And let's not forget their emphasis on durability. From temperature resistance to strong connectors and high-speed data performance, FEDUS products are built to last, not just function.
Participant 1: Plus, they’re setting their sights higher now — expanding globally. Their ambition is to become India’s first homegrown networking brand that can compete internationally and be sold in other countries just like the foreign brands that dominate here.
Moderator: In a country where digital transformation is accelerating, FEDUS is not just riding the wave — they’re shaping it. And in doing so, they’re putting Indian innovation and engineering on the global tech map.
Final Thought:
FEDUS proves that when you understand your market, focus on quality, and stay committed to innovation, even a startup can disrupt an industry. It’s not just a cable brand — it’s a movement toward self-reliance in tech.
