India, Oct. 1 -- For Amkette, Bharat is not a new market. The company has spent nearly four decades building its presence across smaller cities and towns. What is changing now is the kind of technology consumers in these markets are willing to buy.

According to Rajiv Bapna, Founder & Director, Amkette, consumers are increasingly looking beyond basic accessories and showing interest in gaming, productivity and mobility products that offer better design and performance.

"What is exciting today is the speed at which aspirational technology is being adopted."

That shift is opening a different kind of opportunity for technology brands and their channel partners. The question is no longer simply how many towns a brand can reach. It is what p...