comscore Lava targets sub-Rs 10,000 segment and R&D to take on competition
News

Lava targets sub-Rs 10,000 segment and R&D to take on competition

Lava is currently facing strong competition from local players and Chinese players.

  • Updated: October 3, 2017 8:57 AM IST
lava

Indian mobile phone manufacturer Lava International plans to target the sub-Rs 10,000 market segment while also investing in research and development (R&D) of new and unique designs and features for its phones to take on its competitors. According to Lava’s Chief Marketing Officer (CMO) Sunil Raina, the company, perhaps the only one from India to design and manufacture mobile phones in China, invested in an R&D center in Shenzhen quite early on in its journey to ensure it does not disappear from the scene in a few years but “establishes itself as one of the leading global players in the technology space”. Also Read - Amazon Prime Day sale deals revealed: Discount on OnePlus Nord CE, Mi 11X, Samsung Galaxy M42

Also Read - Micromax to bring a budget phone with price likely under Rs 10,000: Check launch date

The 700-strong team of engineers mostly Chinese, but a fair number of them Indians in the facility here focuses on undertaking key design processes, including hardware design and engineering, mechanical design, industrial design as well as software development for its Android-based smartphones and feature phones. “Opportunities come to countries, companies and people. Now the opportunity is travelling to India, which will also create opportunities for businesses and brands to become global players,” Raina told this visiting IANS correspondent. Also Read - Xiaomi might have a new Snapdragon 888 phone up its sleeve, to be Mi 11T

He added that at a certain point of time, opportunities come for global brands to emerge from a country as it happened with Google and Facebook in the US, Sony in Japan, Samsung and LG in South Korea, and Huawei and Oppo in China. “If and when that happens, we are doing everything possible to make sure we are one of them” by focusing on product experience, purchase experience, communication experience and after-sales service experience, he said. ALSO READ: Lava offers 2-year warranty for smartphones, feature phones

Lava’s current products sell in India and in Southeast Asian and African countries. Raina said its new products from this China facility will be able to give fair competition to global brands. Interestingly, Chinese players have been rapidly increasing their market share in the Indian market, with local players Micromax Informatics, Lava International and Karbonn Mobiles losing their place among the top-five mobile brands to Xiaomi, Vivo and Oppo. In the first quarter of 2017, the market share of Chinese mobile phone manufacturers was about 51 percent.

Raina said that Lava sees an opportunity in the sub-Rs 10,000 segment of the market, where it currently has an 11 percent market share. “We want to dominate the sub-10k segment by acquiring over 50 percent of the market share and that is why you would see most of our upcoming new phones targeted at this segment,” he said, adding that these phones would offer features of high-end mobile phones at a lower price point. ALSO READ: JioPhone effect: BSNL reportedly in talks with Micromax, Lava for low-cost feature phone

Deepak Mahajan, Vice President-Product at Lava International, said in the current scenario, at least one Indian company had the possibility of becoming a truly multinational giant in the mobile phone space and his company hoped to occupy that slot. “We have a very large domestic market; we have a strong leadership focused on bringing design, R&D and manufacturing to India; and the costs of manufacturing in China are now getting higher compared to India. It is only a matter of time,” Mahajan explained. “The fact that, unlike our competitors, we are designing our phones from scratch — and that we have our own hardware designs — gives us an edge,” he added.

On an average, Lava develops about eight smartphones and three feature phones per year at its China facility, said Gaurav Nigam, Senior Vice President and Head of Product. While the company has set up its R&D facility in China, its India-based Design Center has also kicked off operations, and will start rolling out its products by the end of this year, Nigam said.

For the latest tech news across the world, latest PC and Mobile games, tips & tricks, top-notch gadget reviews of most exciting releases follow BGR India’s Facebook, Twitter, subscribe our YouTube Channel. Also follow us on  Facebook Messenger for latest updates.
  • Published Date: October 3, 2017 8:53 AM IST
  • Updated Date: October 3, 2017 8:57 AM IST



new arrivals in india

Xiaomi Redmi Note 10T 5G
Xiaomi Redmi Note 10T 5G

13,999

Samsung Galaxy F22
Samsung Galaxy F22

12,499

Xiaomi Mi 11 Lite
Xiaomi Mi 11 Lite

21,999

Infinix Note 10 Pro
Infinix Note 10 Pro

16,999

Infinix Note 10
Infinix Note 10

10,999

Vivo Y73
Vivo Y73

20,990

OnePlus Nord CE 5G
OnePlus Nord CE 5G

22,999

iQOO Z3
iQOO Z3

19,990

Realme C25s
Realme C25s

9,999

Poco M3 Pro 5G
Poco M3 Pro 5G

13,999

Realme X7 Max 5G
Realme X7 Max 5G

26,999

Oppo F19
Oppo F19

18,990

Motorola Moto G40 Fusion
Motorola Moto G40 Fusion

13,999

POCO M2 Reloaded
POCO M2 Reloaded

9,499

OPPO A74 5G
OPPO A74 5G

17,990

Oppo A53s 5G
Oppo A53s 5G

14,990

Vivo V21 5G
Vivo V21 5G

29,990

Realme C25
Realme C25

9,499

Realme C21
Realme C21

7,999

Realme C20
Realme C20

6,799

Motorola Moto G60
Motorola Moto G60

17,999

iQOO 7
iQOO 7

31,990

Samsung Galaxy M42 5G
Samsung Galaxy M42 5G

21,999

Xiaomi Mi 11 Ultra
Xiaomi Mi 11 Ultra

69,999

Xiaomi Mi 11X Pro 5G
Xiaomi Mi 11X Pro 5G

39,999

Xiaomi Mi 11X
Xiaomi Mi 11X

29,999

Realme 8 5G
Realme 8 5G

13,999

Samsung Galaxy F02s
Samsung Galaxy F02s

8,999

Samsung Galaxy F12
Samsung Galaxy F12

10,999

POCO X3 Pro
POCO X3 Pro

18,999

Realme 8 Pro
Realme 8 Pro

17,999

Realme 8
Realme 8

14,999

Vivo X60 Pro Plus
Vivo X60 Pro Plus

69,990

Vivo X60 Pro
Vivo X60 Pro

49,990

Vivo X60
Vivo X60

37,990

OnePlus 9 Pro 5G
OnePlus 9 Pro 5G

64,999

OnePlus 9R 5G
OnePlus 9R 5G

39,999

OnePlus 9 5G
OnePlus 9 5G

49,999

Samsung Galaxy A72
Samsung Galaxy A72

34,999

Samsung Galaxy A52
Samsung Galaxy A52

26,499

Micromax In 1
Micromax In 1

10,499

Asus ROG Phone 5
Asus ROG Phone 5

49,999

Samsung Galaxy M12
Samsung Galaxy M12

10,999

Motorola Moto G30
Motorola Moto G30

10,999

Motorola Moto G10 Power
Motorola Moto G10 Power

9,999

Oppo F19 Pro Plus 5G
Oppo F19 Pro Plus 5G

25,990

Oppo F19 Pro
Oppo F19 Pro

21,490

Xiaomi Redmi Note 10 Pro Max
Xiaomi Redmi Note 10 Pro Max

18,999

Xiaomi Redmi Note 10 Pro
Xiaomi Redmi Note 10 Pro

15,999

Xiaomi Redmi Note 10
Xiaomi Redmi Note 10

11,999

Realme Narzo 30A
Realme Narzo 30A

8,999

Realme Narzo 30 Pro
Realme Narzo 30 Pro

16,999

Infinix Smart 5
Infinix Smart 5

7,199

Samsung Galaxy F62
Samsung Galaxy F62

23,999

Samsung Galaxy A12
Samsung Galaxy A12

12,999

Nokia 5.4
Nokia 5.4

13,999

Nokia 3.4
Nokia 3.4

11,999

Realme X7 Pro 5G
Realme X7 Pro 5G

29,999

Realme X7
Realme X7

19,999

Vivo Y31
Vivo Y31

16,490

Oppo Reno5 Pro 5G
Oppo Reno5 Pro 5G

35,990

Samsung Galaxy S21 Ultra 5G
Samsung Galaxy S21 Ultra 5G

1,05,999

Samsung Galaxy S21 Plus 5G
Samsung Galaxy S21 Plus 5G

81,999

Samsung Galaxy S21 5G
Samsung Galaxy S21 5G

69,999

Vivo Y12s
Vivo Y12s

9,990

Vivo Y51A
Vivo Y51A

17,990

Samsung Galaxy M02s
Samsung Galaxy M02s

8,999

Xiaomi Mi 10i
Xiaomi Mi 10i

21,999

Oppo A15s
Oppo A15s

11,490

Tecno Spark 6 Go
Tecno Spark 6 Go

8,499

Vivo V20 2021
Vivo V20 2021

24,990

Vivo Y20A
Vivo Y20A

11,490

Xiaomi Redmi 9 Power
Xiaomi Redmi 9 Power

11,999

Motorola Moto G9 Power
Motorola Moto G9 Power

11,999

Motorola Moto G 5G
Motorola Moto G 5G

20,999

Vivo V20 Pro
Vivo V20 Pro

29,990

Xiaomi Mi 10T
Xiaomi Mi 10T

35,999

Xiaomi Redmi 9i
Xiaomi Redmi 9i

8,299

Xiaomi Mi 10T Pro
Xiaomi Mi 10T Pro

39,999

Infinix Hot 10
Infinix Hot 10

9,999

Vivo V20 SE
Vivo V20 SE

20,990

Vivo V20
Vivo V20

24,990

Micromax In 1b
Micromax In 1b

6,999

Micromax In Note 1
Micromax In Note 1

10,999

OnePlus 8T
OnePlus 8T

42,999

Samsung Galaxy F41
Samsung Galaxy F41

15,499

Apple iPhone 12 Pro Max
Apple iPhone 12 Pro Max

1,29,900

Apple iPhone 12 Pro
Apple iPhone 12 Pro

1,19,900

Apple iPhone 12 Mini
Apple iPhone 12 Mini

69,900

Apple iPhone 12
Apple iPhone 12

79,900

Poco X3
Poco X3

16,999

Realme Narzo 20A
Realme Narzo 20A

8,499

Realme Narzo 20
Realme Narzo 20

10,499

Realme Narzo 20 Pro
Realme Narzo 20 Pro

13,999

Oppo F17
Oppo F17

16,990

Samsung Galaxy M51
Samsung Galaxy M51

22,999

Best Sellers