Brands
India exports $2.5 billion worth of Apple components to China under ECMS push
Component push and policy boost turn India into unlikely supplier hub
MUMBAI: India’s electronics trade story is getting a plot twist. What was once a one-way flow from China is now starting to reverse, with exports of electronic components from India to China hitting a record $2.5 billion in FY26 so far, and projected to reach $3.5 billion by the end of the fiscal year.
At the heart of this shift is the growing manufacturing ecosystem built around Apple and its suppliers. Companies such as Tata Electronics, Pegatron, Foxconn, Salcomp, Motherson and Yuzhan Technology are driving the surge, transforming India into a key node in global supply chains.
Just a few years ago, exports of such components were negligible. Today, they are part of a rapidly expanding multi-billion dollar ecosystem, fuelled by scale, quality improvements and tighter integration with global production networks.
A major catalyst behind this growth is the government’s Electronics Component Manufacturing Scheme, launched in 2025. Unlike earlier incentives focused on assembling finished devices, the scheme targets high-value components such as circuit boards, camera modules and enclosures, offering both turnover-linked and capital expenditure incentives.
The logic of exporting components to China, long seen as the “factory of the world”, may seem counterintuitive. But the shift reflects a deeper realignment. As Apple scales production in India, now accounting for roughly 25 per cent of global iPhone output, local suppliers have become competitive enough to feed into global assembly lines, including those in China.
This is also part of a broader “China+1” strategy, where companies diversify manufacturing bases to reduce geopolitical risk. India-made components are increasingly being routed back into Chinese factories to maintain global supply continuity.
At the same time, India’s domestic value addition in smartphones has climbed to around 20 per cent, signalling a move beyond basic assembly towards more sophisticated manufacturing.
While India continues to import heavily from China, the emergence of a $3.5 billion export pipeline marks a meaningful shift in direction. Electronics are now joining engineering goods and agriculture as key drivers of India’s exports to China, which are expected to cross $18 billion this fiscal year.
In short, India is no longer just assembling the world’s gadgets. It is beginning to help build them, and in some cases, even supplying the very factories it once depended on.
Brands
Pee Safe ropes in Smriti Mandhana for Be In Your Comfort Zone campaign
New campaign spotlights comfort-led hygiene with a confident, candid tone
MUMBAI: Pee Safe has rolled out its latest digital campaign, ‘BeInYourComfortZone’, as it sharpens focus on comfort-led hygiene while bringing on board Smriti Mandhana as the face of its new Comfort Range.
The campaign marks a strategic step for the brand, blending product storytelling with a broader message around confidence and self-assurance. At its core, the initiative encourages women to embrace their personal space, both physical and emotional, without hesitation or apology.
Fronted by Mandhana, the campaign leans into her on-field confidence and composed persona, aligning with the brand’s positioning around ease and empowerment. The move signals Pee Safe’s intent to connect with a younger, more vocal audience that values both functionality and emotional resonance.
Speaking about the idea behind the campaign, Pee Safe founder Vikas Bagaria said, “With ‘In Your Comfort Zone,’ we wanted to move beyond functionality and highlight the emotional role comfort plays in a woman’s everyday life. It’s about recognising those small yet significant moments where discomfort can hold you back and changing that narrative.”
He added that the campaign aims to encourage women to prioritise their well-being without second thoughts. Pee Safe founder Vikas Bagaria said, “Through this campaign and our Comfort Range, we aim to empower women to choose themselves and live confidently without second-guessing their comfort.”
The brand film captures everyday scenarios where discomfort often goes unnoticed but quietly affects confidence. By presenting relatable moments, it underscores how the right hygiene choices can restore ease and control, reinforcing the idea that comfort is not indulgent but essential.
The newly launched Comfort Range includes period panties, night pads, ultra-thin pads and panty liners, each designed to cater to different phases of the menstrual cycle. The focus is on all-day comfort, protection and freshness, reflecting evolving consumer expectations in the personal care space.
With ‘BeInYourComfortZone’, Pee Safe is not just promoting a product line but also nudging a larger cultural shift. By encouraging open conversations around intimate hygiene, the brand continues to chip away at long-standing taboos while positioning comfort as a daily essential rather than a quiet compromise.
