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While speaking to ANI on the business strategy the brand took to come back to the Indian market, Ajey Mehta, Vice President, India HMD Global, said that they have focused on three pillars- design and quality, real life experience and pure android.
"As you know, android is 86 percent of the market. So it is the operating system of choice. We planned to focus on three pillars- first is design and quality of our devices; making sure the device is in line with what the consumer is looking for; second is in terms of real life experiences- if you want to deliver an entertainment experience or if you want to deliver an imaging experience- we believe in delivering experience to the consumer. And the third is pure android, which means, our device will always be up to date and will have latest from the world of android. These are the three pillars we will drive our business in India." He said.
Further speaking about the thought behind launching three phones at one go and the pricing strategy Nokia adopted, Ajey reasoned it as, "60 to 70 percent of the market in India is in between these price points."
"We looked at the price points. We believe 60 to 70 percent of the market in India is in between these price points- between nine thousand to sixteen thousand. There is maximum opportunity over there. Hence we thought of coming up with three differentiated offers for the consumers between these price points. Nokia is a people's brand and they do offer something for everybody," he said.
Nokia is a brand that has an emotional connect with every Indian and as said, it is a "people's brand."
Will that help them to stand out in the market, which already has some established players in the budget category?
In a reply to this, Ajey said, "It helps as brand awareness in India is close to 100 percent. Everybody has learnt and heard about Nokia. But our ambition is to script the next chapter of Nokia, not to build the Nokia of the past. We want to take the values of Nokia and build one for future- Nokia was known to be reliable and trust worthy, Nokia stood for quality, for distinctive design. So, we are targeting the millennial purpose seeker and looking forward to capture the hearts and minds of the next generation, through a very inspiring purposeful approach."
Adding, "Right now, we have launched three devices. Like I said, we are a people's brand. We do plan to expand the portfolio at some point. So stay tuned. Over the next few weeks and months, you will get to hear more and more devices from Nokia."
Nokia 3, 5 and 6, which mark the re-entry of the brand in the country, will be manufactured domestically, as announced by HMD Global.
All the three Nokia smartphones have 4G with VoLTE, run stock Android Nougat software and will regularly be updated, promised HMD Global.
(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)