Control Z opens 100+ stores in India and plans 1,000 by next year for used phones

Control Z has opened more than 100 stores in India for used phones, with a goal of 1,000 stores by next year. This is a big step to make used phones more popular.
By Newsroom | Business, India |

Control Z, a company focused on refurbished smartphones, has announced a significant expansion of its physical retail presence. The company has reportedly gone live in over 100 stores and has set an ambitious target of reaching 1,000 stores by the end of the next fiscal year. This move signifies a shift towards a more structured offline strategy for the refurbished electronics market in India, aiming to build consumer trust and accessibility.

  • Current Status: Over 100 stores are operational.

  • Future Goal: Target of 1,000 stores by the end of the next fiscal year.

  • Strategy: Focus on organized smartphone chains and local retailers.

  • Key Offerings: Refurbished smartphones that look and perform like new, with financing options available.

Retail Network Growth and Market Positioning

The expansion of Control Z into the offline retail space is framed as a way to bring structure and reliability to India's rapidly growing refurbished smartphone market. By partnering with established retail networks, the company aims to offer consumers a chance to see, touch, and experience devices before purchasing, thereby increasing confidence in refurbished products.

  • Partnerships: Collaborations with organized smartphone chains and neighborhood retailers are central to the expansion plan.

  • Consumer Experience: The offline model allows customers to physically interact with products, a key element for building trust in the refurbished segment.

  • Market Perception: Control Z aims to position refurbished smartphones not as a lesser alternative, but as a high-quality upgrade choice, bridging affordability with performance.

Financial Accessibility and Consumer Financing

A key aspect of Control Z's offline strategy is the integration of financing options to make refurbished smartphones more accessible to a wider consumer base.

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  • Bajaj EMI: All active stores are equipped with Bajaj EMI services, allowing for seamless in-store financing.

  • Affordability: The company focuses on offering a strong price-to-quality ratio, making devices more attainable.

  • Revenue Goals: An earlier report from August 2022 indicated a revenue target of ₹100 crore for FY 2023-24, suggesting a focus on sales growth alongside expansion.

Operational Standards and Quality Control

Control Z highlights its commitment to quality, distinguishing its operations from traditional resellers. The company emphasizes its use of advanced technology to ensure the condition and reliability of its refurbished devices.

  • High-Tech Facility: A facility in Gurgaon reportedly mirrors a new assembly plant, handling refurbishment processes.

  • AI-Driven Quality Control: The use of AI and X-ray systems is mentioned for detecting cosmetic flaws, supplementing automated functional tests.

  • Warranty: Control Z offers an 18-month warranty on its devices, which exceeds the typical 12-month warranty provided for many new devices.

Sustainability and Market Trends

The company's model is presented within the broader context of circular consumption and the growing demand for sustainable electronic options.

  • E-Waste Reduction: Control Z's operations contribute to reducing electronic waste.

  • Profitability: The company's philosophy is that sustainability must be profitable to be scalable, indicating a business-driven approach to environmental impact.

  • Market Catalysts: Rising prices for new smartphones are seen as a significant factor that could drive demand for refurbished devices.

Expert Analysis

"Brands like Control Z are demonstrating that structured offline expansion and financing partnerships can drive meaningful D2C revenue growth without excessive dependence on aggressive discounting." - D2C Insider Pulse

"For younger customers, they want to be in the store, they want to get consultancy, they want to be able to touch the product—and this is what we can offer." - Michael Fiddelke, CEO of Target, discussing the importance of physical retail experiences for younger demographics.

Conclusion

Control Z's aggressive push into the offline retail space, marked by its expansion to over 100 stores and a target of 1,000, signals a strategic effort to legitimize and grow the refurbished smartphone market in India. By integrating financing options and emphasizing quality control through advanced technology, the company appears to be addressing key consumer barriers to adoption: trust and accessibility. The approach aligns with broader retail trends where physical touchpoints remain important, even as digital channels evolve. The company's focus on profitability within a sustainability framework also positions it within a growing segment of conscious consumerism. Further observation will be needed to assess the sustained impact of this offline strategy on market share and consumer perception.

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Frequently Asked Questions

Q: How many stores does Control Z have now for selling used phones in India?
Control Z has opened more than 100 stores in India. They are working to make it easier for people to buy used smartphones.
Q: What is Control Z's plan for more stores in India?
Control Z wants to have 1,000 stores open by the end of the next fiscal year. This is a big plan to reach more people who want to buy used phones.
Q: Why is Control Z opening so many stores for used phones?
They want to build trust with customers by letting them see and touch the phones before buying. This helps people feel more sure about buying used phones.
Q: How does Control Z make used phones affordable?
Control Z offers financing options, like Bajaj EMI, in their stores. This means people can pay for used phones in smaller payments, making them easier to buy.
Q: What makes Control Z's used phones good?
Control Z uses special technology and checks to make sure their used phones look and work like new. They also give an 18-month warranty, which is longer than many new phones get.