Blaupunkt picks India for global mobile phone accessories launch

Meenakshi Verma Ambwani New Delhi | Updated on March 12, 2018

Appoints Vidur & Co as licensing partner; will unveil smartphones, phablets next year

German consumer electronics company Blaupunkt has picked India as the first market for the launch of its mobile phone accessories.

The accessories range includes wired earphones, Bluetooth earphones, power banks, data and charging cables and wireless charging docks.

Andrzej Cebrat, MD, Global Intellectual Property Development at Blaupunkt, said this is just the first step in expanding the company’s product portfolio in India. It will launch smart phones, phablets and smart watches by next year.

“India is one of the fastest growing markets for mobile phones, which is fuelling demand for quality mobile accessories. It presents a huge opportunity for us. If our product portfolio does well in India, it can be easily be taken to global markets such as US or Europe,” he told BusinessLine.

The mobile accessories market is pegged at about ₹10,000-20,000 crore, with nearly 80 per cent of the market being unorganised. Cebrat said that after India, the company would take its mobile accessories to other SAARC nations.

Exclusive partner

The company has tied up with Vidur & Co as its exclusive brand licensing partner for India and the SAARC nations.

“We will understand the consumer needs and the dynamics of the markets. By next year, we will introduce smart devices such as smartphones, phablets and smart watches through our collaboration with Vidur & Co,” he added.

The German company is known for its car multimedia systems, air treatment equipment, LED lighting, navigation systems, telematics and home security products.

Cebrat said the company could look at bringing in other consumer products such as TVs and LED lighting depending on the consumer response to existing products.

The company will import mobile accessories, and depending on volumes , will look at making them in India in the future.

Retail stores

Madhur Madhav, Director, Vidur & Co, said: “We will first launch the mobile accessories on e-commerce platforms. By early next year, we will aim to make them available at retail stores. In the first phase, we intend to be present in the top 50-60 cities.”

He said the company is also setting up a dedicated after-sales network across the country, which it believes will act as a key differentiator.

Published on October 04, 2016

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