#022 Umesh of Vision Plus | Overcoming a 40% Return Rate to Dominate Kenya’s Electronics Market

In this episode, Umesh Bhojwani, founder of Vision Plus, shares his inspiring journey in building a Kenyan electronics brand from the ground up. Umesh reflects on the early challenges, the importance of customer satisfaction, and the dynamic strategies that led Vision Plus to become a top-selling brand in Kenya.

Highlights:

🌟 Vision Plus was born from the desire to create a local brand that could stand toe-to-toe with international competitors.
🔄 A bold decision to replace defective products rather than repair them created trust and customer loyalty.
📈 In less than a year, Vision Plus climbed to become the top-selling brand on Jumia through strategic pricing and partnerships.
💪 Umesh’s hands-on approach saw him play multiple roles—from delivery boy to brand owner—to keep the business afloat.
🏗️ Embracing vertical integration, Vision Plus aims to bring more of its production processes in-house to reduce costs and improve quality.
🛍️ The rise of e-commerce has shifted buyer behavior, making it crucial to stay competitive on price and product knowledge.

Key Insights:

🛠️ Customer Obsession: Prioritizing customer satisfaction, even if it means higher upfront costs, can lead to long-term success and loyalty.
🚀 Strategic Pricing: Leveraging price competitiveness on online marketplaces like Jumia helped Vision Plus achieve rapid growth and market penetration.
🏢 Hands-On Leadership: Umesh’s direct involvement in every aspect of the business helped navigate early challenges and set a strong foundation.
🔄 Vertical Integration: Moving towards in-house production helps Vision Plus control quality, reduce costs, and innovate faster.
📊 Adaptability: In a market with informed buyers, staying agile and responsive to market needs is key.
📱 Digital Dominance: Leveraging online platforms and e-commerce is essential for expanding reach and maintaining a competitive edge.

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