Creative Newtech: Scaling a ₹1,367 Cr Brand Entry Powerhouse via the FMSG Model
In 1992, when the Indian economy was just beginning to open up, Ketan Patel started a small computer service center at Mumbai's Lamington Road. As the "black sheep" of a family of 14 doctors, Patel chose engineering over medicine, unknowingly embarking on a journey that would redefine tech distribution in India. Today, as the Founder of Creative Newtech Limited, he leads a listed giant with a turnover of ₹1,367 crore, serving as the gateway for global brands like Beats by Dr. Dre, GoPro, and Fitbit to enter the complex Indian market.
Alongside his wife and co-founder Purvi Patel, Ketan has built a dual-pillar business that balances a massive 38-country license for Honeywell products with a unique expertise in FMSG (Fast Moving Social Media Gadgets). From early partnerships with Microsoft to establishing a 27-office national network, Creative Newtech's story is a masterclass in perseverance and adaptive strategy. For Patel, the secret to global success lies in understanding the Millennial "self-actualization" pyramid and having the grit to "work whenever it takes" to build a sustainable, profit-driven institution.
The FMSG Revolution
Moving beyond FMCG (Consumer Goods) and FMEG (Electrical Goods), Ketan Patel coined the term FMSG (Fast Moving Social Media Gadgets). This category targets India's massive Millennial and Gen Z population, who value hobbies, community, and digital experiences—from photography and gaming to high-end audio—over basic security needs.
From Lamington Road to Microsoft: The Early Hustle
Ketan Patel's entrepreneurial journey was born out of a "natural progression." After losing his father early, his mother helped him secure a small space at Lamington Road. Initially, the business functioned as a service center because global brands hadn't yet entered India, and imported products came with no warranty. "People wanted a reliable service center where they could repair gray-market products," Patel recalls.
The first major breakthrough came when Microsoft, then a 97% software-driven company, looked for an aggregator to push its hardware in India. Creative Newtech became the silent enabler, establishing a niche in supplying the burgeoning retail chains like Croma, Reliance Digital, and Big Bazaar. This early grounding in B2B deliverables and process rigor (managed by Purvi) allowed the firm to become the preferred "Market Entry Specialist" for high-end international labels.
"Success is equal to 20 years of perseverance. I've learned that failures are your biggest teacher. Every week we fail at some initiative, but after every five failures, you have a success. The more I fail, the luckier I become."
Decoding the Millennial Pyramid: The Beats & GoPro Story
About 15 years ago, Patel noticed a shift in the Indian demographic. 75% of the population was now under 35, and their needs had moved up Maslow’s Hierarchy toward self-actualization. This insight led to their most iconic partnership: **Beats by Dr. Dre**. "When I met them, they wanted to sell $300 headphones in India. I laughed... but my daughter jumped off her seat when she heard I'd met them," he admits. This taught him that global trends reach Indian youth long before they hit traditional retail shelves.
The 5-Pillar Entry Strategy
- India-Specific Branding: Adapting global genre trends to local Indian preferences.
- Influencer & Content Creation: Partnering with authentic local bloggers to create "Made for India" content.
- Omnichannel Presence: Ensuring availability across online stores, modern trade, and specialized gadget hubs.
- Scale & Skill: Leveraging a 27-office network to handle complex logistics and distribution.
- D2C Management: Running direct-to-consumer online stores for brands to maintain high customer experience standards.
The Global Leap: Piggybacking on Amazon and Honeywell
Today, Creative Newtech is no longer just an Indian player. Under a unique license agreement, they manufacture and sell Honeywell products (air purifiers, audio, and networking) across 38 countries in Southeast Asia, the Middle East, and Africa. They use a "Piggybacking" strategy, utilizing Amazon’s global reach to light up inventory in new markets like Singapore or Dubai almost instantly.
Patel notes that international expansion requires deep cultural intelligence. "In the Middle East, speaking loudly is okay; in Southeast Asia, you must be subtle and soft," he explains. By managing everything from content description to Performance Marketing out of their India hub, they have achieved Top 2 rankings on Amazon for air purifiers in the Middle East—a market that values air quality as a status symbol of wealth.
Creative Newtech: Scale at a Glance (Jan 2026)
- Annual Turnover: ₹1,367 Crores (FY 22-23).
- National Footprint: 27 Offices across India.
- Workforce: 300+ Dedicated professionals.
- Global Reach: Honeywell License for 38 Countries; offices in Hong Kong.
- Market Status: India's first listed real estate/tech brokerage hybrid (Publicly Listed).
Founder's Wisdom: The "African Monkey" Rule
Reflecting on 30 years of leadership, Ketan Patel emphasizes the importance of Financial Discipline. Transitioning from engineering to finance was a "hard way" learning curve, but essential for survival during the 2008 crisis and the pandemic. He warns against the trap of falling in love with a failing idea.
Ketan's Guide for Sustainable Growth
Don't Be the "Banana Monkey": In Africa, a monkey can lose its life because it refuses to let go of a banana to remove its hand from a cage. As an entrepreneur, have a timeline—if an initiative isn't working, drop it and move on.
Value Over Lifestyle: It's easy to have a good lifestyle, but are you creating something valuable? Constant introspection is required to ensure you're on the right path.
Take Care of Health: Your energy levels are your critical asset. If you don't take care of your body, you cannot be an asset to your team.
The Meaning of Entrepreneurship
For Ketan Patel, entrepreneurship is the ability to play a game larger than your own life. It's about managing chaos and persevering on the "legitimate side" of success. As Creative Newtech continues its global expansion and deepens its D2C capabilities, it stands as a testament to what happens when you combine Indian market intelligence with a global vision. From a terrace room to a listed powerhouse, Ketan Patel has proven that in the world of tech, the "black sheep" often leads the flock.
As he concludes his interview, his message to the next generation is clear: "Believe in yourself and take care of your team. You are nothing without them." In the high-velocity world of FMSG, Creative Newtech is just getting started.
About the Guest
Ketan Patel is the Founder and CEO of Creative Newtech Limited. An engineer by training from a family of distinguished doctors, Ketan has spent over three decades building one of India's most successful tech distribution and brand entry specialist firms. Alongside his wife Purvi, he led the company to a successful public listing and secured global licenses for major brands like Honeywell. He is a recognized authority on omnichannel retail, Millennial consumer trends, and sustainable business scaling. He is a passionate advocate for financial discipline and "Made in India" excellence on the global stage.
Creative Newtech Limited is a premier global brand entry specialist and tech distribution giant. Headquartered in Mumbai, the listed company serves as the gateway for international brands to enter India and neighboring markets. With a robust 27-office network and a focus on Fast Moving Social Media Gadgets (FMSG), Creative Newtech provides end-to-end solutions from branding and influencer marketing to D2C management and logistics for world-class labels.