In recent times the usage of Smartphones has became a trend among everyone and it is becoming an important gadget of sustenance. Smartphone has changed the way of life and made it very easier. itel Mobile is one of the smartphone player in the market that provides smartphones and feature phones also. Gaurav Tikoo, Marketing Head of the company takes us through the company's journey.
DT: What have been the key highlights of your company during the year 2016?
A: We launched itel Mobile in India – one of the fastest growing digital economies in the world – in April, and grew from zero to 850+ channel partners within a short span. Our sales volumes, too, witnessed a concomitant growth; monthly sales figures for brand itel increased from a mere 26,000 units to 1.6 lakh units within just six months. We have, as a result, reached a cumulative sales volume of 8.5 million handsets in barely nine months since our India launch.
One more high point in our 2016 India success story is the recent recognition that we’ve achieved at the prestigious GLOBE Platinum Awards 2016, where we were named as the ‘Emerging Brand’ in the mobile phone category in the entire Asia-Pacific region.
DT: What is the central force which keeps partners and consumers loyal to your brand?
A: itel Mobile has focussed on adding value to all stakeholders, from distributors to retailers to the end-consumer to carve out its niche in the Indian market. Take, for example, our flagship product, the SelfiePro it1520. The smartphone is equipped with 13 MP front and back cameras, along with IRIS scanner – features which are usually only available in very high-end, costly smartphones. By making this smartphone available for INR 8,490, we are enabling best-in-class technology to itel users at extremely value-plus price points.
DT: How does the channel help you to reach out to your potential customers? What's your channel strength?
A: Nearly 75% of the Indian mobile phone market is currently dominated by offline channels of sales, with little or no online penetration. We have gained a significant foothold in this hitherto untapped segment by cultivating lasting relationships with distributors and regional retailers. Localised marketing activities and unique activations in each market are some exemplary marketing initiatives taken to support the channel.
We currently have around 850 distributors and 62,000 retailers on board. This robust supply chain is one of the prime reasons why our products have gained such an exponential response from our target audience across India.
DT: What's your roadmap or strategy for the year 2017?
A: Having already established itel Mobile as a leading brand in the feature phone market thanks to the massive consumer adoption of our offerings, we will now look to consolidate our presence in the smartphone segment in 2017. The 11 smartphone models that we’ve launched in India so far bear testament to our commitment to deliver the best value to our customers. By offering high-quality, feature-driven devices, we are confident that we will become the preferred mobile brand for aspiring smartphone owners in the country.
We will keep our ears close to the market and develop strategies to ensure that we keep in close contact with the last mile. We are also focusing on creating never seen before value adds and features for the consumers.
