Raj Kundra-led Viaan Mobiles aims to garner revenues to the tune of Rs 300 crore this fiscal with the launch of its range of feature and smartphones.
The brand, named after Kundra and Bollywood actor Shilpa Shetty's son Viaan, aims to target buyers across categories, including the affordable smartphone category (sub USD 200) that forms a major chunk of the market.
"Our phones are affordable, good quality and convenient to use. We have entry level handsets right up to classy sleek looking high-end phones, so we will be catering to the substantial middle class market of India," Kundra told PTI.
He added that within the first year, the company aims to reach sales of 2-3 lakh handsets a month and in the first (financial) year ending March 2016 "we should touch Rs 300 crore in sales".
Viaan Mobiles has launched five variants, priced between Rs 849 to Rs 12,999.
"The USP of our brand is the 'V-Assist' feature. This is a 24/7 personalised concierge service which will support the users with best deals on products and services. Currently, V-Assist offers services in the field of travel, shopping, entertainment, gifting and utilities," he added.
The devices will be manufactured in China. Kundra said the company will market these devices through best deal TV, digital online marketing and in-film branding with some major Bollywood releases coming next year.