Best Electronics turns service into its strongest advantage
As competition intensifies, service—not price—is emerging as the real differentiator, with digital tools and strong supply chains enabling faster, more reliable customer support beyond major cities.
If there's one thing I've learned, it's that service isn't a support function—it's the business itself. Our service network sits at the heart of our growth strategy, especially as we expand beyond major urban centres. In many cases, a strong service promise matters more than price. That's exactly why we built the 'Drooto' platform—to ensure that even customers in smaller towns can rely on fast, dependable support. It gives us the confidence to grow into Tier 2 and Tier 3 markets, knowing we're not just selling products, but standing behind them.
Digitalisation has been a game changer in making this possible. Through our Drooto ERP system, we track every service request end-to-end—from booking and technician assignment to job completion and customer feedback. This level of visibility allows us to closely monitor response times and service quality. More importantly, it helps us quickly identify bottlenecks, improve accountability, and deliver a much smoother customer experience.
Of course, no service network can function efficiently without a strong supply chain. Spare parts availability is absolutely critical. Even the most skilled technician cannot resolve an issue without the right components at the right time. That's why we work with around 30 suppliers and ensure from the outset that we receive 3–4% FOC spare parts support. This enables us to complete most service jobs without unnecessary delays. If a brand cannot meet this requirement, we deliberately scale back our engagement—because for us, fast and reliable service is non-negotiable.
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At the same time, we recognise that ease of maintenance has become a key buying factor for customers. It's no longer just about features; it's about what happens after the purchase. Our focus has been on reducing downtime through faster diagnosis, better parts availability, and more efficient field service. With a Drooto service network of over 250 technicians—and growing—we aim to resolve most issues on the first visit, while continuously streamlining our internal processes to eliminate delays.
We're also investing heavily in technology-driven training. Because our ERP system captures every stage of the service journey, it gives us valuable data on where technicians need support. This allows us to continuously refine training programmes, close skill gaps, and ensure that our service quality keeps improving as we scale.
