Videocon targets 10% mobile phone market by Mar 2014

Company has 24 mobile phones in its portfolio, which will be expanded

Homegrown consumer electronics giant Videocon is eyeing 10% market share in the domestic mobile phone market by March 2014.

The company would shortly launch aggressive marketing campaign to achieve the target.

The domestic mobile phone market is dominated by multinationals viz. Samsung and Nokia with Indian brands such as Micromax and Karbonn giving tough competition emerging as significant players.

The domestic mobile phone market is pegged at 15 million units sold in a month, of which 40% are roughly smart phones and the rest feature phones.

“Over the months, we have built our mobile phones portfolio to cater every category of consumers. Now, it is time for some aggressive marketing to increase the visibility of our products,” Videocon Mobile Phones sales head Nikhil Garg told Business Standard  here.

He said the company’s objective was to provide high end smart phone features in its quality mobile phones at low prices.

Additionally, the company would quadruple its mobile phone point of sales network in the coming quarters from roughly 25,000 at present. In Uttar Pradesh, its retail network spans 3,500 stores.

“We would launch company owned exclusive sales and service outlets for mobile phones and tablets,” he informed.

The company has 24 mobile phones in its portfolio, which would be expanded. Its phones start as cheap as Rs 900 and go up to Rs 15,000 for smart phone or ‘phablet’ (having features of both phones and tablet).

“UP is a critical market for us and we have a significant share here,” Garg added.

“By next year, smart phones would account for 60% of the market, while the feature phone segment would gradually decline,” he said.