01 — India's firsts
India's first PD charger
Celox — Type-C Power Delivery
From Bush India
to one category,
done completely.
Hemang Budhdeo started with a brand of his own. Fujisan, 1981 — built and sold under his own name. Two years in, he crossed to the other side of the business: making the products, not selling them.
From 1983 he ran OEM production for Bush India, and in 1989 his lines built Bush India's first CD player. Over the next 25 years he set up OEM production houses for Philips, ONIDA, BPL, Thomson and TCL — headphone stereo cassette players through the nineties, CRT televisions through the 2000s. If it was made in India, there's a fair chance Nissan Electronics made it.
Jiten Budhdeo took the other route — distribution. From National Panasonic beauty appliances in Mumbai West to India's first plasma television, and eventually Samsung and LG's televisions, refrigerators and washing machines across all of Mumbai.
In 2006 the two came together around an unfashionable idea: that smartphone accessories deserved to be organised.
Nissan Enterprises brought Capdase, Griffin, Golla and iWalk to India and built a national distributor network. When the iPhone 3GS landed in 2009, the category exploded — and we were already there.
By 2014 they had decades of experience on both sides of it — Hemang's manufacturing, Jiten's distribution, and eight years of building a national accessories network together. So they put all of it behind a brand of their own. Stuffcool launched with seven categories and 200 products. A simple brief: quality accessories that don't break the bank.
Twelve years on, we've narrowed rather than widened. One category — power — owned end to end: industrial design, electronics design, tooling and certification, all in-house.
