By Mr. Aatish Hundia, Director, EVM India
If there’s one thing the IT storage industry has taught us over the years, it’s this: memory prices never stay quiet for too long. Just when the market settles and consumers get used to affordable storage, something shifts—and costs move up again.
That’s exactly where we are heading into 2026.
Over the last year or so, price hikes across memory and flash have returned to the conversation. Not suddenly, and not dramatically overnight—but steadily enough to be felt across the supply chain. What’s different this time is that these increases aren’t driven by panic or short-term shortages. They’re the result of structural changes in how global capacity is being used.
A large part of memory manufacturing today is focused on enterprise, AI workloads, and hyperscale infrastructure. The world’s top three memory manufacturers have entirely booked their 2026 production for their top AI, Enterprise and Industrial clients. That’s where volumes are predictable and margins are stronger. Also, HBM requires far more wafers than what regular consumer rams consume, which leaves very little wafer capacity for these consumer products. Consumer products still matter—but they no longer get first priority by default. The result is tighter supply planning, more frequent price revisions, and less room for aggressive discounting in the consumer segment.
From a customer’s point of view, SSDs, Memory Modules (RAM) and flash drives are still available—but the “easy value” phase is over. From a brand’s point of view, this environment forces clarity. You can’t rely only on pricing anymore. You have to stand for something more tangible.
What this means for the Indian market
India’s consumption story is still very strong. More devices, more data, more content creation, and more digital dependency mean storage demand isn’t slowing down anytime soon. At the same time, the expectations from Indian consumers have evolved. They are more informed, more demanding, and far less forgiving when a product fails or service disappoints.
This is where Indian manufacturing and Indian brands have an edge—if they use it well.
“Made in India” is no longer just a label. It’s about control over quality, faster response times, and the ability to design products for real Indian usage—heat, voltage variations, rough handling, and long hours of operation. In a market where prices are moving up, trust becomes the real differentiator.
How EVM is thinking about growth in this cycle
At EVM, we’ve never believed in chasing a single category forever. Storage remains a core strength for us—but the way consumers buy today is broader. That’s why over the last few years, we’ve consciously expanded into IT peripherals and mobile accessories.
This isn’t diversification for the sake of it. It’s diversification driven by customer behavior. Someone who trusts your SSD is more likely to trust your monitor, graphic card, or accessory—provided the quality and service remain consistent.
Looking ahead, we’re also closely evaluating the gaming peripherals space. Gaming in India is no longer niche. It’s performance-driven, experience-focused, and brutally honest about quality. That makes it an exciting—but demanding—space to enter. If and when we do, it will be with the same philosophy we’ve followed so far: build products that last, and back them with real support.
Recognition feels good—but responsibility matters more
Over the last year, EVM has seen strong growth, and being recognised as “Best Made in India SSD” and “Best Powerbank Brand” is deeply satisfying. Not because of the trophies—but because these acknowledgements reflect years of groundwork in manufacturing discipline, quality control, and distribution trust.
That said, awards don’t protect a brand. Customers do. Which is why, for us, service is not a side function—it’s central to how we operate.
Why service will decide brands in 2026
As prices rise, tolerance drops. A consumer paying more expects clarity, speed, and accountability. One unresolved service issue can undo years of goodwill.
At EVM, we take service seriously—sometimes painfully so. Processes, turnaround times, escalation mechanisms, and feedback loops are constantly reviewed. Every service case is data. Every complaint is a chance to improve the product itself.
In categories like storage and power, service isn’t optional. It’s the brand promise.
The road ahead
2026 won’t be about who sells the cheapest product. It will be about who manages volatility without confusing or disappointing the customer. Costs may fluctuate. Supply cycles will keep changing. But brands that stay close to users, do not compromise on quality, invest in service, and build trust steadily will emerge stronger.
For us at EVM, the direction is clear: strengthen our storage foundation, grow responsibly across peripherals and accessories, explore performance-led categories like gaming, and keep raising the bar on after-sales experience.
Covered By: NCN MAGAZINE / EVM India
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