"Gionee is focused on creating products specially customized for the Indian market"  

Headquartered in New Delhi, Gionee has expanded its product offering across mobile and smart accessories. A part of the Jaina Group,the company focuses in the segment and strives to create roads for expansion of Gionee’s product portfolio of mobile and smart accessories in India. With a local manufacturing unit in India, in association with DBG Group, Gioneeguarantees a strong production capacity management and product quality control function. In a chat with VARINDIA Pradeep Jain, Managing Director at Jaina Group discuses about their target verticals, their strategy around support, go-to-market strategy, future roadmap etc.

According to Pradeep Jain a country like India, with its blooming economy and growing populace, provides massive opportunity and a diversified platform to all smartphone manufactures in the country, including Gionee. It has charted an illustrious journey as a communication service provider to the Indian masses, boasting a strong patron base of over 1.45 crore customers and retail presence in over 42,000 stores along with over 500 exclusive service centers in the country. 

Pradeep comments, “Now that Gionee is with Jaina Group, we are geared up to re-capture our loyal consumers and increase our customer base with latest and best-in-class products at competitive prices as India presents a major opportunity for Gionee. In this respect, Gionee is focused on creating products specially customized for the Indian market and is expanding its portfolio by adding the smart ecosystem feature under its sub–brand GBuddy.”

On expansion Spree 

While re-entering in the Indian market with the lunch of F9, F9 Plus and the GBuddy range of accessories, Gionee is in varying stages of planning the launch of more innovative and stylish products aimed at the Indian consumer. In the near future, they have planned to fortify their portfolio by launching new smartphones that will cater to the needs of both the potential audience as well the audience from tier 2 and tier 3 cities. In this context Pradeep says, “We are focussing on expanding our reach in these segments while sticking to our motto of providing honest pricing and technology-packed smartphones and accessories.”

Gionee’s market strategy caters to the fact that customer satisfaction is what matters at the end of the day. “Recently, we launched the new range of G-Buddy accessories which garnered us huge traffic and immense support from customers. Given such strong support and appreciation for our products, we are now enthused to curate specific products for our patrons. We have technologically advanced and innovatively designed products lined-up to cater to our potential customers and are constantly trying to keep up their interest in our offerings,” assumesPradeep.

Target Verticals

While the company is keenly targeting all verticals in the Indian market, Gionee is especially focussed on catering to the millennial populace in the tier 1 and 2 demographics. In Pradeep’s words, “We target millennial because they are far better connected and informed and are using their familiarity and adoption of technology to rapidly further their personal and professional goals. Further, to tap the tier two and three cities, we are planning to expand our reach by introducing some new series of smartphones and accessories, offering the best-in-class specifics to consumers, at affordable prices.”

Placed favourably in the smartphone market, Gionee believe in providing their consumers a combination of competitively priced yet innovative devices. Pradeep thinks, “The price-sensitive nature of the Indian market works in our favour because, having spent so long in the Indian milieu, we now have a strong understanding of the requirements of the population that we cater to. Further, our association with the illustrious Jaina Group, which has its finger at the pulse of the Indian masses, ensures that we are placed favourably in the smartphone market. We have a strong focus on the Indian demographic requirements and are coming up with the right combination of hardware and software components and features, coupled with an aggressive pricing policy.”

Go-to-market strategy

Gionee has a robust presence across offline channels.  With a distribution network of 42,000 retail outlets spread through the country the company has worked well with the conventional method of sale. “With the rapidly growing market share of online channel, expanding our presence on digital platforms is also a must. We have, hence, broadened our horizons and established collaborations with e-commerce platforms. We have tied up with multiple e-retailers for the sale of our smartphones as well as the GBuddy range of accessories and have received strong traction from the same,” perceives Pradeep.

G-Buddy accessories

One of the most loved products of G-Buddy accessories is the Smart “Life” Watch. According to Pradeep it has especially captured the interest of the audience. With several notable features such as - 5 ATM waterproof management, real time heart rate monitoring along with sports and activity tracking, goal completion alert, low battery alert, women health features, the watch is the epitome of application of Internet of Things.

To Conclue

In a diverse and competitive market like India, Gionee believe that the only way to survive is to place the customer’s needs at the forefront. With this aim, they are equally focused on inventions and development of new products as well as robust after-sales support. It is mandatory to have efficient customer service and support to establish a base of satisfied consumers and keeping this mantra in mind, they have over 500 service centers across India and are planning to expand this footprint further.