Celebrity en­dorse­ment boost

Voice&Data - - SPECIAL REPORT -

As com­pe­ti­tion in the In­dian smart­phone mar­ket heats up, home-grown mo­bile hand­set ven­dor In­tex Tech­nolo­gies looks to fo­cus on mar­ket­ing. Do­mes­tic hand­set-maker com­pany In­tex Tech­nolo­gies is plan­ning to in­vest Rs 1,500 crore in man­u­fac­tur­ing and R&D in the next two-three years in or­der to con­trib­ute to Prime Min­is­ter Naren­dra Modi’s Make-in-In­dia ini­ti­ave.

Last year, In­tex Tech­nol­ogy en­tered into an agree­ment with Ra­jasthan State In­dus­trial Devel­op­ment and In­vest­ment Cor­po­ra­tion (RIICO) to set up a 50 acre man­u­fac­tur­ing fa­cil­ity in Karoli in Bhi­wadi re­gion to make mo­bile phones, LED TV and al­lied prod­ucts.

The com­pany al­ready has two man­u­fac­tur­ing fa­cil­i­ties in Jammu and Kash­mir and Hi­machal Pradesh. The com­pany also tar­get­ing si­mul­ta­ne­ously it would also gen­er­ate 3,000 jobs in the coun­try. It plans to in­vest Rs 1,000 crore in man­u­fac­tur­ing and Rs 500 crore in anal­y­sis and im­prove­ment within the sub­se­quent two to three years.

How­ever, the suc­cess of two tele­vi­sion com­mer­cials (TVCs), where it roped in ac­tor-di­rec­tor Farhan Akhtar as the brand am­bas­sador and the fo­cus on pre­mium of­fer­ings, is likely to bring about a change. Ac­cord­ing to In­tex Tech­nolo­gies, its TVCs and brand­ing ini­tia­tives dou­bled mo­bile phone sales over the last 10 months from 4-5 lakh pieces a month to around 10 lakh pieces a month.

Nearly 15 per cent of the hand­sets sold are smart­phones. In this cat­e­gory, sales tre­bled to 150,000 from 50,000 (a month). In­tex Tech­nolo­gies has roped in Tol­ly­wood star Ma­hesh Babu as its Brand Am­bas­sador for Andhra Pradesh & Te­lan­gana, to re­it­er­ate its com­mit­ment to South In­dia’s tele­com mar­ket. Ma­hesh Babu’s as­so­ci­a­tion co­in­cides with the launch of the In­tex Aqua Trend, which was in­tro­duced at an event in Hy­der­abad. In­tex has fixed an op­er­at­ing price of Rs 9,444 for this lat­est ad­di­tion to its range of prod­ucts.

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