Amid Anti-China Sentiments, Indian Smartphone Companies Gearing Up To Recapture Market From Chinese Rivals

Amid the anti-China sentiment in the country over the killings of Indian Army soldiers in Galwan valley, the Indian smartphone companies are planning to make a comeback, reports Economic Times.

According to the report, homegrown mobile phone makers like Micromax, Karbonn and Lava are set to relaunch smartphones priced mostly below Rs 10,000 category in a bid to recapture the market that they lost to Chinese brands in the last four years.

While Karbonn and Lava will be launching launch 3-4 models in July-August in the Rs 4,000 to Rs 7,000 segment, Micromax will roll out a full line up of smartphones in Rs 7,000 to Rs 15,000 segment.

At present, Indian brands have just 1 per cent share in smartphone market, compared to 81 per cent market share of the Chinese brands.

Acknowledging that anti-China sentiments are there in the country, Karbonn Mobiles managing director Pardeep Jain said that the company will fund the re-entry into smartphones from internal accruals.

Lava International managing director Hari Om Rai, however, said that Indian smartphone companies cannot expect a re-entry into the segment merely on the basis of anti-China sentiments. He added that the Indian brands will also have to deliver better products than Chinese.

“It is very strategic and critical for our country to be self-dependent and deliver much more value to consumers. We believe there is a large chance to win back again,” Rai was quoted as saying.

A senior Micromax executive said that the company will produce all the new models for the re-launch from its two factories, and that its smartphones will have superior technologies than other brands at that price point.

Meanwhile, in the wake of rising tensions between India and China, other non-Chinese brands like LG is also preparing to increase their marketing and product launches, while Samsung, Kodak and Thomson have started to promote their bond with India.