Go5 Incorporation expands its portfolio with Deal99

Go5 Incorporation, Led by Former Barista CEO Puneet Gulati, Launches E-Commerce Platform Deal99

Deal99 offers over 10,000 products for everyday use, joining existing tech brands Go5

Go5 aims to democratize luxury in niche product categories, targeting Gen Z consumers

Go5 Incorporation, the electronics branding company founded by former Barista CEO Puneet Gulati, has expanded its portfolio with the addition of e-commerce portal Deal99.

Inspired by the dollar store concept from the West, e-commerce site Deal99 will offer over 10,000 everyday products at prices below Rs 99, the company said in a statement.

Deal99 joins existing Go5 brands including TecSox (mobile accessories), BLUNT (premium electronics) and TECMARX (personal gadgets).

Explaining the logic behind the company’s overarching strategy, Gulati told Inc42, “The concept is about a house of brands. We have launched about three brands and two more are still in the pipeline. Each one is a different segment, a different type of product and portfolio.”

The launch of Deal99 also marks Go5’s entry into the highly competitive Indian e-commerce market.

Go5’s approach to Deal99 appears to be inspired by the dollar store concept popular in Western countries. However, Gulati did not provide details on pricing strategies or how the platform plans to differentiate itself from established e-commerce players.

“TecSox, launched in 2021, was the first brand of Go5 Incorporation. It offers mid-range premium electronics and mobile accessories. TECHMARX was launched a few months later and focuses on personal electronics such as massagers, LED lights, projectors, etc.,” Gulati said.

BLUNT, another brand in the Go5 portfolio, targets a more premium segment. Gulati says, “Blunt is a bit premium and is made for pure mobile growth. The quality of the products is much better. Better acoustics. However, the price range is around INR 1,500.”

Go5’s strategy is to target different market segments for each brand. With BLUNT, Gulati said, “We’re challenging the big brands in the market, like boats, Samsung, Jabra, and people around the world, by lowering the price barrier and giving them extremely high acoustics in terms of quality.”

Go5 Incorporation’s manufacturing strategy involves a mix of local manufacturing and imports. Gulati said, “We do some contract manufacturing in parts of India. These are exclusive agreements that we have, and some are not. For example, at TecSox, the cables and chargers are manufactured here in Delhi. Some of the earphones are manufactured in Mumbai, and a few are currently being imported.”

The company also has plans to expand into other sectors. Gulati mentioned upcoming ventures in astrology (AstroFeeds) and B2B e-commerce (Shoptzy), although details about those projects remain limited.