Off the beaten ‘brand’ path: Things to know before choosing lesser-known brands

Illustration: TBS

When the Poco F1 smartphone hit the market back in 2018, it made a mark. As a new product from Poco, a sub-brand of Xiaomi, it boldly challenged the existing market. It had a Snapdragon 845 flagship processor, liquid cooling technology, and a battery that seemed to last forever, all at a price that made flagship phones from brands like OnePlus, Samsung, and Apple look like overpriced luxuries.

Of course, there were trade-offs. The Poco F1 had a plastic body instead of attractive glass or metal, no water resistance, and a very basic camera setup. Yet, for many, including myself, these compromises were worth it. It was a gamble, a leap of faith for those of us willing to step off the beaten path, and it paid off.

This experience taught me a valuable lesson: sometimes, lesser-known brands can surprise you in the best ways. But it also left me wondering why there are not more people exploring these hidden gems. What makes these brands worth considering, and what should you watch out for when you decide to take the road less travelled?

Brands like Chuwi, a Chinese laptop manufacturer, have this philosophy. They are not mainstream, but they offer products with 2K displays and SSD storage at a fraction of the cost of big-name laptops.

Similarly, Poco's smartphones have been playing havoc with the market for years, offering flagship specifications at mid-range prices. The common thread here is value, the kind of value that makes you feel like you've outsmarted the system.

Take Realme for another example. They have mastered the art of delivering more for less. Devices like the Realme Narzo series come packed with powerful processors, large batteries, and decent cameras, all for around $200. It is hard to ignore that kind of value, especially when bigger brands demand twice as much for similar performance.

But there is always a dark side to everything, buying from lesser-known brands comes with its own set of challenges. There is a fair share of disappointments, too. So, there are a series of things that you should consider before diving for the apparent value for money.

After-sales service

One of my friends once bought a budget smartphone from an unpopular brand. When it broke down, the nearest service centre was hundreds of miles away in the capital, Dhaka. Replacement parts? It was practically non-existent in the third-party market as they were only available in their service centre, which essentially costs you extra.

Sometimes, the warranty coverage is also questionable, unlike bigger names in the market.

Software support

Software is another issue. While big brands like Samsung, Google, or Apple invest in seamless integration and regular updates, smaller companies often lag behind in this matter.

This means devices may never receive major OS upgrades, missing out on new features and improvements. Security patches are also rare, leaving users vulnerable to cyber threats and data breaches.

Additionally, bugs and performance issues may persist, as these brands typically lack dedicated teams for long-term software maintenance. Without reliable updates, the user experience can degrade over time, making the gadget obsolete much faster than those from well-supported brands.

Resale value

Let us not forget the resale value. Selling a gadget from an unpopular brand bites more depreciation when it is not a familiar name.

People usually go for well-known brands when buying second-hand gadgets because they trust their durability, software updates, and easy repairs. Due to the lack of solid after-sales support, buyers are hesitant due to concerns about spare parts or updates. This drives down resale value, so these gadgets lose worth fast and are harder to sell at a decent price.

Despite these trade-offs, there is something exciting about supporting the underdog. Smaller brands often take risks that giants do not. Look at Framework, a company focused on modular, repairable laptops. Or take Fairphone, the most sustainable smartphone brand.

They are not just selling products; they are challenging the industry's throwaway culture. By choosing brands like Framework, you are not just saving money; you are encouraging innovation and ethical practices.

It is natural to stick with what is familiar. Big brands have built trust over decades, and stepping away from that comfort zone can feel risky. But even the giants started somewhere.

Before Xiaomi became a global sensation, they were just obscure names trying to prove themselves before Dyson revolutionised vacuum cleaners. Who knows? You might be supporting the next big disruptor by choosing today's less popular brands.

Opting for an unpopular brand is not just about saving money. It is about discovering hidden treasures, supporting innovation, and challenging your own assumptions about what makes a product exceptional. Yes, it requires research and a bit of courage, but the rewards can be worth it.

So next time you are shopping for a gadget, take a moment to look past the obvious choices. You might just find a diamond in the rough, a device that not only saves you money but also redefines what value truly means.