There are many Chinese mobile brands that are selling thier phones in India, and prominent among those that sell feature phones is a company called Forme. Now, many of us may not have heard of Forme mobile phones ourselves, but people in the rural and suburban areas of Rajasthan, Uttar Pradesh Madhya Pradesh and West Bengal sure have. Forme is a company that manufactures feature phones that primarily target these demographics.
Forme’s feature phones are made keeping in mind the audience and are specially designed to cater to their needs, says the company’s Vice President of Overseas Marketing Center, Victor Su talking to our correspondent. “Forme mobile started in India in 2010, and during this time we have sold 6 to 7 crore units in this time. These were all feature phones. And the key areas where they have been sold are the tier 2, 3 and the rural areas of Uttar Pradesh, Rajasthan Madhya Pradesh and West Bengal. We have around 20,000 retailers in these areas and this will reach more soon.”
Su claims, that the brand is a rather well-known name in these places and this is because it makes phones that are affordable by the people. The company has priced its phones beginning from as low as Rs 500.
“We have been able to keep the prices low because we have a factory set up here in 2016 now which produces, 4 to 5 lakh units a month. And the phones produced here are all sold in the country. This cost will be lowered because we will start manufacturing the components here as well.” Commented Su, on the pricing of the phones by Forme.
When asked about the company’s plans for the future, Su said, “Our current plan is to expand our reach in India by launching five smartphones in the near future which will be priced to suit our customer base. This, however, does not mean we will be concentrating less on the feature phone market that earns us our daily bread. People thought feature phones will die because of the advent of the smartphones. But feature phones still hold 55 percent of the market here.”
The Forme VP said that the brand has seen success because it built phones according to the needs of our customers, like a phone with bigger keys and louder speakers for the elderly people. And now that the company is expanding, it is relying on the brand name that it has created among its intended customers to sell its new phones.