|Akira International |
Launched in 1999 after the Asian economic crisis, AKIRA created waves in the
consumer electronics market with its "value-for-money" proposition.
A global brand owned by TT International, which is a consumer electronics
distributor and trading company founded in 1984, AKIRA’s target market is
the mass market, positioning itself as "The People’s Brand".
Akira entered the local market by launching its
value-for-money television sets.
AKIRA offers consumers value via its practical product features that
comes with an affordable price tag.
The company's sales and distribution network has steadily expanded over
the years and AKIRA now sells a comprehensive range of consumer
electronic products, including audio-visual and home appliances. The
company achieved a whopping S$300.7 million in sales from its consumer
electronics arm in FY2006, an increase of 11.2% from S$270.3 million in
Today, the company has a presence in over 60 countries worldwide. Its
swift expansion into overseas markets is largely attributed to TT
International’s readily available markets and channels for AKIRA to tap
However, every new business faces its own challenges. According to Julia
Tong, Executive Director of TT International Limited, AKIRA’s challenge
in its earlier days was to convince dealers who have never heard of
AKIRA to display its products in their retail stores.
According to Ms Tong, "The sell-out is very important. Only when
consumers have a chance to use our products, do they get to experience
the product and realise that it is good."
AKIRA believes in adding value to its customers and benchmarks its
products against industry standards.
We don't just fight the price war, instead we value add to the
consumers," Ms Tong said."
In an affluent society where consumers are willing to pay high prices
for good looks and beauty, AKIRA too believes that the aesthetic looks
of a product is the most important factor in influencing a purchase,
after that comes the price and quality factors. This is the reason why
AKIRA works very closely with its OEM manufacturers to determine the
design of its products.
Its key markets today are in the ASEAN region, the Middle East, Africa,
Russia and CIS.
Akira has expanded its product offering to a
comprehensive suite of consumer electronic products over the years.
Ms Julia Tong, Executive Director of TT International Limited, says
that Akira adds value to customers.
|In Indonesia and Myanmar, its
portable DVD player and chest freezers are the number one brand in the
Our strategy is to be the leader in key markets. It's impossible to
be number one in everything, so we aim to be category leaders," said Ms
AKIRA's growth plans for this year include venturing into more countries
as well as beefing up its brand profiling. Its focus will be on selling
its products in overseas markets, which are buying into the brand very
"We hope to increase AKIRA's brand awareness through the business
matching services offered by BuySingaporeTM and build links for our future
B2B activities," Ms Tong added.
BuySingaporeTM is a joint initiative between International Enterprise
Singapore and Abecha Pte Ltd to provide business matching services
between Singapore-based companies and the global business market.
This initiative aims to showcase Singapore companies, especially small
and medium companies, to international markets through one national
e-channel that leverages on the strong attributes of the "Singapore"
brand known for its quality and efficiency.
The e-platform allows overseas companies to search and locate Singapore
companies, industries, products and services. Conversely, overseas
companies are also able to post business opportunities on the Buy
Singapore portal to create win-win global business partnerships.
To read more about the benefits of joining BuySingaporeTM as a Corporate
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