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Our Bureau

Bangalore, July 4 Meridian Mobile, a UK-based company that aims to garner a sizeable share in the mobile handset market, has announced aggressive plans to target the South for rapid growth. Meridian Mobile is part of the UK-based Meridian Group, which launched its flagship brand Fly in the East and Central Europe two years ago, made its debut in India only last year.

With its footprint already in the UK, Spain, Germany and South Asia, Meridian Mobile is eyeing rapid growth in India, focussing on the southern market. It has sold 2,00,000 handsets. It expects to garner two to four per cent market share in the next few months, said Mr Rajiv Khanna, CEO (India Operations).

‘Fly’ phones are vying with top brands in multi-brand stores such as Shoppers’ Stop, Subhiksha, Pantaloon and Spencer’s in the big cities of southern markets. It has, however, tied up with distributors in tier II cities of the region for marketing its products.

Mr Khanna said: “Our marketing strategy is to focus on store branding and forging alliances with retailers.”

Meridian has appointed film actor Malaika Arora Khan as its brand ambassador and plans to step up marketing efforts by entering into strategic alliance with leading service providers.

‘Fly’ is aiming to grow with the replacement market giving it an impetus, Mr Khanna said.

Meridian currently has eight models in the Indian market, and is scheduled to launch four additional models this month.

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