Re-entry of domestic smartphones

(Milcah Anila, Intern Journalist) Hyderabad: The domestic smartphone sector is heating up once again. It is a known fact that Indian brands that have created a sensation with high features at a low price have disappeared from the ranks of Chinese companies. 

Now, these brands are giving reentry. Already Micromax‌ has revealed its plan. Along with Lava and Carbon, Hyderabad-based company Celcon is also looking to re-enter the smartphone market. However, after the lockdown, the mobile market has been booming since August. With the onset of the festive season, domestic brands are booming as sales are booming both online and offline.

Changing market‌ 

Features of smartphones have been constantly evolving over the decade. Customers want models with quad cameras, artificial intelligence, high RAM, and inbuilt memory. The feature phone is being upgraded. Now it has become interesting to see what features Indian brands will bring. More than 160 brands competed in the field of mobiles in India in 2011–12. 

Domestic brands flood the market at once during the running season of brands like Samsung, Sony, Nokia, LG, Motorola, Panasonic. Except for Samsung, all other brands have disappeared. But since 2014 Chinese brands have been steadily increasing their share. As a result, domestic brands were left out of the competition. Recently these companies are saying ready to compete again.

At low prices 

Production‌ Linked ‌Incentive‌ brought by the Central Government to promote domestic manufacturing will be the foundation for Indian brands. The government will give an incentive of up to 6 percent if domestic companies sell phones priced below Rs 15,000 in India and abroad. 

According to market sources, this will apply to models priced above Rs 15,000 for foreign companies. Domestic brands have been successful in exports in the past. These companies are unlikely to expand back into overseas markets with the egg of product-based incentives. 

Indian brands are also reportedly offering smartphones in the Rs 3-7 lakh price range. Unlike in the past, these two will enter the industry with limited models. Micromax has revealed that it will be competing in the ‘7‌20 thousand’ range under its ‘In’ brand.

Highest sales 

Nationwide, 5 crore units of smartphones were sold in the September quarter, reaching a lifetime high. According to research firm Canalis, Chinese companies account for 76 percent of total sales. Shami has 26.1 percent, Samsung 20.4 percent, Vivo 17.6 percent, RealMe 17.4 percent, and Oppo 12.1 percent market share.

Samsung has teamed up with Amazon to compete with Chinese companies. It has been successful in bringing’ series phones with more features at the best price. Shami is active online and offline.

Vivo and Oppo are penetrating offline. Real support for Flipkart has become your success. Now it remains to be seen what kind of strategy domestic brands will implement. Happy Mobiles CMD Krishna Pawan said that there is a market for new brands in India. Success is guaranteed if you can offer low-cost models with more features.