Do tell us something about your brand. How long have you been operating in the Indian market? 

Videocon is a brand with a few decades of legacy behind it. Videocon Mobile is a one-stop shop for the customer who wants to buy a mobile phone of any range. We have a range of 21 models that consumers can choose from. We are building a unique consumer experience around our products - be it after-sales service, product design, packaging or the pre-loaded content that we provide with select devices. Our target audience is primarily the youth, but we have a wide variety of cellphones to cater to each and every class and age. 

We started our business only in October last year, starting with the rollout of products from down south. We went national in the month of February, barring a few markets in the east. We are now pan India, and our products have been very well accepted by both the consumers and the trade.

How do you place your brand in a competitive Indian market scenario? Any go-to-market strategy to share?

Our benchmark is to cater to consumer requirements, and our aim is to be one of the top three players by 2011.

How many handsets do you have at present? Do you have any plans to launch a 3G handset and how soon?

Videocon has a wide range of products. We recently have launched nine new models. With this, our current portfolio comprises of 24 models - ranging from high-end Windows Smartphones to a wide range of Dual SIM phones across Touch, Qwerty, phones, Multimedia, Camera and Music. The phones are priced between Rs.1,400 and Rs.15,000.

We have a few 3G devices in our product roadmap for sure. So by the time 3G would be a reality, we will be ready with a range of 3G devices. For our customers the handsets would cost anywhere between Rs.5k - Rs.15k. So, we will have multiple options to offer to our customers.

How many new models are in the pipeline in the ongoing financial year?

As a conscious effort, we are trying to launch two to four handsets every month.

Do tell us something about your channel presence in the country? Have you signed any IT distributors?

Videocon sells its products through 300-odd distributors who supply to retailers - from where consumers buy. We have built partnerships with ODMs (Original Design Manufacturers) across the world, in Europe, Japan, China, Taiwan, etc. We work with our partners to develop products from the Indian market perspective. Quality and reliability are the hallmark of our products.

Videocon gives products to distribution partners and they reach the retailers from where customers pick up the stuff. In remote areas, Videocon gives products to distribution partners and they reach micro distributors who, in turn, reach retailers from where customers buy. We are present in almost all the modern trade outlets - be it TMS, Hotspot, FATL and many more.

No, we do not have any tie-ups yet, but we are in discussion with various leading service providers and we may take this forward too.

How are you addressing the after-sales service? 

We can proudly state that we offer a world call service and have around 400 service locations as of date. Let me clarify that these are different service points from our CE Service centres.

Are you targeting the metros and A-class cities or the smaller towns? Please share the details for your strategies about your target market verticals?

We are looking at all the segments and markets. We want to tap every potential customer - be it from the Tier-III city or a youngster who wants to remain connected at all times.

What kind of marketing budget have you assigned for the ongoing financial year? Please share any plans towards announcing the brand ambassador, yes or no and why?

Right now we are into the investment phase and our investments are significant. We don't have a particular brand ambassador for Videocon mobile phones at the moment.

For more contact :
beenish@varindia.com