Genus to launch mobile phones, LCD TVs in Gujarat

As part of its forward integration, consumer electronics player Genus Electrotech Ltd. is set to launch mobile phones and LCD TVs in Gujarat.

While mobile phones will also be launched in other seven states including Delhi, Haryana, UP, Uttaranchal, Rajasthan, MP, and Bihar, the Genus brand of LCD TVs are being launched in Gujarat alone as part of pilot project.

"We have been into manufacturing of bare board PCB to corrugation for all types of electronics, IT, automobile and communication products. Hence, entering into television sets and mobile phones was a natural progression. In future, we also plan to launch washing machines, refrigerators and other consumer durables," said Mayank Kumar, chief operating officer of Genus Electrotech.

Once launched in January, by March the company is looking at a monthly sales of 20,000 mobile phones and 4,000-5,000 units of LCD TVs in Gujarat. Spread across an area of 72,000 sq mtrs, the company's manufacturing facility is located at Gandhidham in Gujarat.

The company seeks to capture 3-4 per cent market share in the next six months by providing products in technology, quality, services and reliability.

As a company belonging to manufacturing background, Genus is looking at gaining an edge over its competitors who belong to the trading background. "Not many Indian mobile phone brands come from electronics background but our quality understanding of mobile phones is much better," Kumar added.

While the company is yet to fix pricing for its LCD TVs, pilot testing in Gujarat for which has already begun, Genus will be offering mobile phone handsets in the range of Rs 1,600 to Rs 5,000.

According to Kumar, the Rs three crore company will offer value phones in categories of music, camera, touch screen, bar and QWERTY. To begin with, the company will be launching nine mobile phone models in these eight states.

Meanwhile, the company has also launched more than 450 service centers across the eight states to enhance its service offerings.