Recently, an Indian mobile phone brand made a record of sorts which went largely unnoticed. Maxx Mobile launched 26 phone models on the same day priced between ₹1,100 to ₹7,777.

This shows how Indian mobile phone companies are increasingly focusing on pushing newer devices into the market. The moot question here is: Does this leave the consumer better off?

According to gadget research website ‘91 mobiles’, 957 mobile phones were launched in India in 2013, against 515 in 2012, representing an 85 per cent growth. Of the 68 brands present in the Indian market, 48 are home-grown and account for 70 per cent of the total number of launches in 2013, compared to 60 per cent in 2012.

So, the launch of new phones is largely a desi phenomenon. Intex and Karbonn were among the top players in terms of introducing new phones, with 65 launches each last year. Samsung is the only multinational brand which features in the top ten with 33 launches.

Isn’t this reason to suggest that Indian handset-makers have come of age?

The fact is, most Indian phone brands are simply pushing products into the market without paying attention to quality, innovation and after-sales support. Top Indian brands do not have more than 700-800 after-sales customer support centres, while MNC vendors have more than 2,000 outlets.

Fortunately, some Indian brands have realised the importance of moving up the value chain. Indian brands collectively launched 17 devices in 2013 in the ₹15,000-25,000 price range compared to just one device in 2012. Micromax, for instance, has roped in popular Hollywood actor Hugh Jackman as the company takes its premium products to overseas markets.

However, over half of the products launched by the Indian brands in 2013 were in the low-end category, priced under ₹5,000. Not more than two Indian brands launched devices priced above ₹15,000 in 2013.

In comparison, Samsung introduced 12 new devices in the high-end segment and HTC 11. Indian phone brands have been able to corner about 30 per cent market share riding on the price platform.

But as data networks evolve, customers will want more from their phones in terms of features, better performance and efficient after-sales support. Are Indian brands ready to make the shift?

Corporate Editor

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