‘With ‘Make in In­dia’, gov­ern­ment has pushed the In­dian mo­bile mar­ket to a com­pletely new di­rec­tion’

Voice&Data - - COVER STORY -

CEO, Video­con Mo­bile Phones

On Ex­pan­sion Plans:

Since its in­cep­tion, Video­con has tra­di­tion­ally been a man­u­fac­tur­ingled group. The group has its lo­cal man­u­fac­tur­ing units at Au­rangabad and Ka­shipur. In ad­di­tion to putting in more as­sem­bly lines in th­ese two plants, the group is aim­ing at in­creas­ing man­u­fac­tur­ing ca­pac­ity at its plants in Te­lan­gana and Tamil Nadu in the com­ing time, in line with the strat­egy to have much deeper dis­tri­bu­tion in the South.

On the Gov­ern­ment Role in Man­u­fac­tur­ing:

With na­tional ini­tia­tives like ‘Make in In­dia’ and ‘Dig­i­tal In­dia’, the gov­ern­ment has al­ready pushed the In­dian mo­bile mar­ket to a com­pletely new di­rec­tion. The new poli­cies like in­cre­ment in ser­vice tax and im­port duty will help the mo­bile play­ers in the long run.

Though lo­cal man­u­fac­tur­ing still lags be­hind the in­ter­na­tional mar­kets like China and Tai­wan, we can ex­pect from the gov­ern­ment to come up with poli­cies, which will help to cre­ate an eco-sys­tem of man­u­fac­tur­ing and tech­nol­ogy shar­ing.

In or­der for In­dia to be­come a true global power on the sup­ply side for mo­bile de­vices, the gov­ern­ment will have to start de­vel­op­ing “tech­nol­ogy parks” and a fa­vor­able in­vest­ment en­vi­ron­ment that will en­cour­age hard­ware, soft­ware and an­cil­lary sup­pli­ers to build an eco-sys­tem and in­fra­struc­ture to sup­port end-to-end so­lu­tions.

Right now, the fo­cus lim­ited to “fin­ish­ing”. In­dia will have to move up the value chain, as China has started to do so, in all as­pects, and not just be­come a known des­ti­na­tion where peo­ple lever­age cheaper labour for more cost-ef­fec­tive as­sem­bly.

On Go-to-Mar­ket Strat­egy:

As In­dian mo­bile mar­ket is clut­tered with sev­eral mo­bile play­ers and ser­vice providers, our fo­cus is to reach out to the con­sumers who be­lieve in qual­ity and in­no­va­tion and con­fide in do­mes­tic brands. With un­der­stand­ing of lo­cal needs and mar­ket re­sponse, our go-to-mar­ket strat­egy al­ways fol­lows the con­sumer-first ap­proach.

With our man­u­fac­tur­ing legacy and ex­ist­ing ca­pa­bil­i­ties, as well as fo­cused-mar­ket ap­proach, we are very sure that in the com­ing months, Video­con mo­bile phones will be­come a rec­og­nized and re­spected player in the mo­bile hand­set space.

—Jerold Pereira

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