Casio has made significant inroads into the Indian market since its entry in 1996. Initially known for its reliable and value-for-money calculators, the brand expanded its portfolio to include keyboards, timepieces, and other electronic devices, targeting the diverse needs of Indian consumers. The '90s saw Casios and G-Shocks on the wrists of everyone from accountants to movie stars, as Casio's famous dot-matrix functional watches and Baby-G lines debuted feature after feature, becoming a cultural relic for millions as Swiss brands rebuilt from the impacts of the quartz crisis. 

Despite facing stiff competition from both local and international brands, Casio has managed to build a strong distribution network and maintain a reputation for quality and affordability across its nearly three decades in the subcontinent. The year 2023 was a milestone, celebrating 40 years of the G-SHOCK brand and collaborating with popular Indian icons like Shubman Gill and Vicky Kaushal. Most importantly, Casio has followed through on a 2023 commitment to joining the 'Make in India' wave, recently having set up cutting-edge manufacturing partnerships in India. 

Leading these strategic initiatives is Hideki Imai, the Managing Director of Casio India. With a wealth of experience in sales, marketing, and global business development, Imai has been instrumental in adapting Casio’s global strategies to the unique demands of the Indian market. His prior roles at telecom giant KDDI Corporation and Citizen Watch Co. have equipped him with valuable insights into both traditional and modern business landscapes. Here, we delve into a conversation with Imai about Casio's journey in India, recent innovations, and future plans for one of the world’s best-known watchmakers. Excerpts: 

Can you describe Casio's journey in the Indian market from its entry to its current position? What have been some of the pivotal moments that shaped your strategy here after several years in the industry? 

Casio's journey in India began in 1996, establishing a strong presence with our reliable and value-driven range of calculators. We steadily expanded into keyboards and timepieces, catering to the evolving needs of Indian consumers. Understanding India's price sensitivity, we have consistently offered superior quality and feature-rich products at competitive prices. This commitment, along with a robust distribution network and customer centricity, has cemented our strong position. 

2023 was a particularly important year for us. We not only celebrated 40 years of G-SHOCK globally but also witnessed exceptional growth for Casio India. To pivot its ambitions for India, we joined forces with reigning icons Shubman Gill and Vicky Kaushal to represent our masterpiece series, the 2100 series and 5600 series, characterised by their core values of Absolute Toughness and the unflinching spirit of ‘Never Giving Up’. Building on this, we also set the stage for G-SHOCK’s Global IP SHOCK THE WORLD in Mumbai last year with the Father of G-SHOCK, Mr. Kikuo Ibe, to celebrate and honour the emerging youth sub-culture communities in the country, such as rap music, b-boying, skating, street art, and extreme sports. 

What recent technological or design innovations at Casio have resonated with the Indian consumer? How do these innovations align with current trends in watch preferences? 

Understanding consumer preferences and tapping into trends has been a key part of our strategy at Casio India. For instance, we quickly recognised the rise of streetwear culture among Gen Z and Millennials. To seize this opportunity, we focused on strengthening the presence of G-SHOCK in the country. We introduced the complete G-SHOCK universe, including subculture-led and fashion-forward timepieces catering to the varied preferences of Gen-Z and Millennial audiences. 

Another example is the Casio Vintage Collection, which has witnessed a significant surge in demand for its ‘neo-retro charm’. It caters to young individuals seeking metallic timepieces with unique designs exuding timeless style. To meet this demand, we've introduced various styles and patterns, ensuring versatility and catering to diverse fashion enthusiasts' preferences. 

Facing competition from both smartwatches and traditional luxury brands, how does Casio distinguish itself in the Indian market? 

The Indian watch market is a fascinating space, brimming with innovation and a deep appreciation for both tradition and cutting-edge technology. While smartwatches offering a wide range of functions and established tech brands have strengthened their foothold in this space, there is a growing admiration for stylish, edgy analogue and analogue-digital timepieces that appeal to today’s experimental consumers. And this is where our expertise lies. 

For instance, our sophisticated Edifice line is loved by speed enthusiasts with exclusive Chronograph timepieces. A classic G-SHOCK Mudmaster GG-B100 is preferred by outdoor adventurers. The Casio Vintage line is adorned massively by fashion influencers, style curators, and creative artists for its most versatile edge and neo-retro vibe. Many customers, especially in India, appreciate a reliable, affordable, stylish timepiece that can withstand everyday life. This is where Casio truly shines. 

With the increasing importance of digital sales and marketing, how has Casio adapted its strategies to thrive in the digital landscape of India? 

We have been able to cater to the massive demand of the Gen-Z and Millennial audience with our extensive digital footprint and by making our range trendy, fashion-forward, and extremely durable.  Additionally, we have extended our reach by partnering with prominent e-commerce platforms such as Amazon, Myntra, Flipkart, Nykaa, Ajio, and Tata CLiQ, tapping into the vast customer base they offer. 

As G-SHOCK fans eagerly anticipate the arrival of the latest drops, we enable exclusive access to ‘Pre-Launches’ on our digital platform for pre-booking alongside digital promotions via SNS content. In terms of social media marketing, We aim to digitise our sub-culture-led on-ground activations by driving event registrations to the Casio website and providing regular updates on Instagram via IG live and event after-movies. Additionally, we recognise the importance of influencer marketing in today's digital age and actively collaborate with influencers and stylists who resonate with our target audience, amplifying our offerings and connecting with consumers on a more personal level. 

What are Casio’s plans for the future in India, especially regarding new market segments or technological advancements? 

India holds immense potential for growth across various sectors, and we're eager to play a part in its development. We are currently focusing on three strategic pillars: 

First, we're committed to deepening our roots in India. This includes expanding local manufacturing for the competitive price watches, leveraging India's manufacturing prowess. Additionally, we plan to further solidify the iconic G-SHOCK brand through strategic partnerships like the recently launched TEAM G-SHOCK featuring prominent athletes and artists. 

Secondly, we aim to elevate the brand experience for our Indian customers and expand our retail presence further in the country. This will be achieved by significantly increasing our network of exclusive brand outlets (EBOs), allowing for a more immersive connection with Casio products. We are also introducing exclusive G-SHOCK EBOs that will house a curated selection of the latest drops and coveted limited-edition timepieces; currently, we boast 61 exclusive brand outlets nationwide, but our ambition is to ramp this up to 250 within the next three years.