Dubstep, the fast-fashion consumer tech brand from the Nu Republic Universe, has appointed actor Abhay Deol as its new brand ambassador. The association has marked a strategic move for the brand as it has continued to strengthen its positioning around music, culture and self-expression within India’s youth-focused consumer tech market.
The brand has built its identity around making technology accessible and design-led, drawing inspiration from music, movement and pop culture. Rooted in its ‘Made to Play’ philosophy, Dubstep has focused on creating products that have blended seamlessly into everyday life while remaining intuitive and expressive.
Over the last two years, Dubstep has emerged as one of the faster-growing brands in the fast-fashion consumer tech segment. The growth has been driven by a trend-forward design approach and its resonance with Gen Z and young millennial consumers. Its product portfolio has included TWS earbuds, Bluetooth speakers, wired and wireless headphones, power banks, chargers, data cables and mobile accessories.
The brand has expanded its reach through leading quick-commerce and e-commerce platforms such as Blinkit, Instamart, Zepto, Flipkart and BigBasket. It has added millions of consumers annually and has strengthened its presence in the fast-moving consumer tech category through a focus on youth trends and rapid design turnaround.
Abhay Deol’s association has aligned with the brand’s focus on individuality and non-conformity. Beyond his film career, Deol has been associated with music as a DJ and enthusiast, which has complemented Dubstep’s cultural positioning. The collaboration has been positioned as part of the brand’s ongoing effort to deepen its connection with consumers who value participation and personal expression over convention.
Speaking on the collaboration, Abhay Deol said, “What I like about Dubstep is its sense of freedom. It’s playful, bold, and doesn’t try to fit into a mould. It lets you be who you are, without overthinking. That’s something I connect with deeply. Dubstep is tech with personality, and that makes it real.”
Commenting on the launch, Ujjwal Sarin, Founder, Nu Republic Universe which includes brands like Nu Republic®, Triphop® and now Dubstep, said, “Dubstep was built on the idea that technology should be fun, accessible, and part of everyday life. Over the last two years, the brand has seen tremendous momentum and has become one of the fastest-growing names in fast-fashion consumer tech. While Dubstep is part of the Nu Republic universe, it has its own distinct voice and purpose. Abhay represents that spirit perfectly, authentic, independent, and effortlessly cool.”
