Brands
“Unlike Gen- X, wireless technology is native to Gen-Z, not acquired”: Nu Republic’s Ujjwal Sarin
Mumbai: Imagine a world where technology seamlessly intertwines with fashion, music, and creative culture, transforming ordinary devices into powerful expressions of style. Wear-tech, a thrilling fusion of fashion and technology, empowers individuals to make a style statement while embracing cutting-edge innovation. It’s a realm where utilitarian gadgets become bold expressions of personal style, breaking the mold and defining the future of wearable technology. In this realm of ‘wear-tech,’ one brand stands out as a pioneer and disruptor: Nu Republic.
Indiantelevision.com spoke to Nu Republic founder Ujjwal Sarin on their differentiating aspect, TG that they cater to, and much more…
In 2018, Ujjwal embarked on a remarkable entrepreneurial journey, founding Nu Republic – an Indian lifestyle wear-tech brand that beautifully converges music, fashion, technology, and creative culture. Nu Republic has earned a reputation for crafting cutting-edge wireless audio products, including true wireless earbuds, headphones, speakers, and wearables, designed for disruptors, pioneers, and individuals who defy conformity.
Edited Excerpts:
On the inspiration to start Nu Republic and focus on the intersection of technology and fashion in the consumer electronics industry
At Nu Republic we believe that wear-tech products are worn by people, carried on as an accessory and are born to be stylish & fashionable – not merely functional. Unlike Gen-X, wireless technology is native to Gen-Z, not acquired.
This conviction is at the center of Nu Republic’s mission to convert wearable technology, from black and boring function serving devices as a powerful mode of fashion, disruption and self-expression.
Through our fashion-first design philosophy. We are on a mission to redefine the playing field by making high-style attainable and high-tech affordable.
On seeing Farhan and Shibani Akhtar’s involvement as brand ambassadors shaping Nu Republic’s image and reach in the market
Farhan and Shibani will be the ambassadors of Nu Republic – a brand that shares their unwavering commitment towards disruption and innovation. Farhan Akhtar, a versatile actor, director, and producer, and Shibani Akhtar, an accomplished model, singer, and television host, embody the ethos of Nu Republic & bring their individual expertise, effortless style to this collaboration.
Farhan and Shibani are the OG trailblazers who have inspired us all. Farhan has consistently pushed boundaries and disrupted the Indian film industry with his exceptional talent and revolutionary approach to acting, singing and filmmaking. Shibani, on the other hand, has carved a niche for herself in the world of fashion, music, and entertainment, redefining norms and inspiring individuals through her talent.
Their disruptive mindset, creative brilliance, and their dedication to making a difference align perfectly with our brand’s mission
We will be working closely with Farhan and Shibani and reach a diverse set of new audiences who believe in our mission, our products and align with our brand ethos.
On the differentiating aspect of Nu Republic from other consumer electronics brands; the innovations or features that make your products stand out and the TG that you cater to
In personal audio and electronic industry, brands are locked in a price-driven race, resulting in uniform product aesthetics. Nu Republic breaks the mould, prioritising design innovation while keeping technology at par. This makes us stand out amidst a swathe of brands and deliver trailblazing excitement to our fans the citizens of Nu Republic.
Nu Republic’s target audience is a fusion of tech-savvy fashionistas who relish style experimentation. With design-centric products that defy the ordinary, Nu Republic redefines technology as a fashion statement, appealing primarily to millennials and Gen Z.
On the special promotions or plans that Nu Republic has in store for its customers to celebrate the ongoing festive season with your smart tech products
Nu Republic has a massive launch plan this festive season. We have introduced a range of #5 head-turning products for our fans which will redefine their style.
These products include the Transform-X, award winning True Wireless Earphones with head-turning design, Epic ANC Ture Wireless Earphones with Active Noise Cancellation, and Motorhead Series watches with built-in Gyro Sensors and a 360^-rotating dial.
On some insights into the design process and the role aesthetics play in your product development
At the heart of our product design philosophy are three cornerstones:
● Design – Reject mediocrity, our products boast unique design traits that capture attention and ignite conversations and stoke emotion.
● Technology –For us “tech” in wear-tech is nothing more than an enabler, and not an end. In our world only when head-turning design is combined technology, does the technology really become worthwhile and meaningful.
● Emotion: we know your life is fast-paced – all we do is add some features to it that give you more control, comfort and long-lasting use to make your life easier. our philosophies to combine sophistication with speed, and agility with fun. this makes us funky and yet a class apart.
On Nu Republic’s future expansion plans
To march forward on our mission, we will continue to innovate design-centric products that enable people to embrace technology as an extension of their personality.
From an availability perspective – Nu Republic’s street cred has grown and has earned us a dominant place on store shelves and e-commerce marketplaces. Our products are widely available across leading e-commerce marketplaces & retail stores. We will continue to expand deeper and make our products widely available to more customers across India. We are also expanding to other countries and will unveil the plans soon.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
