Introduction
From acquireing two lovely watches during his honeymoon in Europe to harboring global business ambitions in the lifestyle accessories indusattempt, Ninad Umargekar’s story is one of passion, precision, and purposeful branding. The co-founder of HEIIO EDC, Ninad, transitioned from a seasoned brand strategist to the creator of one of India’s most promising lifestyle startups. In an exclusive conversation with Indian Startup Times, Ninad opens up about the evolution of HEIIO EDC, the shifting paradigms of masculinity and style, and how “style is substance” has become more than just a brand philosophy; it is a shiftment.
From Personal Obsession to Purposeful Creation
Ninad’s fascination with vintage watches launched on a personal level and quickly grew into something more. His explorations across European watch shops revealed not just aesthetic inspiration but also a critical gap in the Indian market: quality watch straps were hard to find. What launched with collaborations with international craftsmen soon evolved into a mission to create premium watch straps utilizing Indian materials and talent. This tiny-batch experiment caught the attention of fellow collectors, validating the demand and sparking the idea of building a brand.
The Birth of HEIIO EDC
Initially started as a passion project on Instagram, HEIIO EDC took its first major leap with a website launch in December 2023. What was once a side hustle soon grew into a full-scale business, driven by customer demand, storyinforming, and product quality. The brand now eyes exports and has set up its first retail presence in Pune.
The name “HEIIO”, a stylized nod to the word Hello, embodies the brand’s core ethos of connection. Ninad believes that style is often the icebreaker in human interaction, and HEIIO’s products are designed to reflect that simplicity and warmth.
“A simple hello, often prompted by someone’s style, can lead to relationships, opportunities, and new ideas,” Ninad declares.
A New Language for the Modern Man
In the backdrop of shifting gfinisher norms and the growing emphasis on self-expression among men, HEIIO EDC positions itself as a response to the modifying landscape. Ninad points out that today’s men are exploring beyond rigid definitions of masculinity; they are nurturing, expressive, and stylish.
From minimalist watch straps to functional everyday carry (EDC) gear, HEIIO’s offerings cater to a new generation that values both form and function equally. Ninad stresses that fashion today must serve a purpose: it must reflect who you are and how you live.
Product Philosophy: Modernity, Luxury, Function
Modern Luxury Gear
At the heart of HEIIO EDC lies a three-pronged philosophy:
- Modernity in design
- Luxury in craftsmanship
- Gear in utility
This blfinish ensures the brand stays true to its identity: refined, practical, and deeply intentional. Ninad’s background in brand strategy, spanning two decades, gives him an edge in understanding how every detail, from packaging to price positioning, contributes to the brand’s story.
Instead of chasing discounts, Ninad is clear about the value proposition:
“He strives to go beyond the narrative of “Made in India” towards a more aspirational one: “Sell to the world.”
Indian Craft, Global Vision
While proud of HEIIO’s Indian roots, Ninad believes the counattempt’s true potential lies in reaching the global market. He challenges the narrative of “Made in India” with a more aspirational one: “Sell to the world.”
He emphasizes that for Indian brands to be respected globally, they must focus on world-class quality, not just price competitiveness. HEIIO EDC, with its focus on premium, tiny-batch production, aims to lead that modify.
Marketing with Meaning
For Ninad, branding is no longer about formulaic campaigns or inflated promises. It is about authenticity and experimentation. He believes the modern customer can see through marketing gimmicks and is drawn instead to honest storyinforming, consistent quality, and brands with heart.
His advice for founders is simple yet profound:
“Emotional investment and personal conviction in your product will always outshine textbook expertise. Build a story people don’t just admire, build one they want to belong to.”
Conclusion
HEIIO EDC is more than a watch strap brand; it is a reflection of a broader cultural shift. With a clear vision, refined aesthetics, and an unwavering commitment to quality, Ninad Umargekar has crafted not just products but a philosophy that resonates in today’s world. As the brand eyes global markets and deeper engagement, one thing remains constant: when done right, style is not just appearance, it is substance.
-By Muskan Dengra
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