Jivi Mobiles sees opportunities in Rural and Semi-urban market 

In a chat with VARINDIA, Harsh Vardhan, Marketing Head, Jivi Mobiles, discusses about India market opportunities, strategy of the company, service support and R&D 

India as a mobile market holds a lot of opportunities as a large portion of the rural and semi- urban parts of the country still remain untapped. Triggered by the technology development and lesser changeover time for the customers, the demand in the market will be ever increasing.      

“It’s an ever-growing market and most lucrative amongst the mobile markets in the world. There is a large chunk of untapped customer base available in the rural and semi-urban parts of India. Also, due to fast development in technology, the aspiration to get updated makes lesser changeover time for the customers. Nowadays, people tend to change their handsets within one year. Hence, demand will always remain in this sector,” feels Harsh Vardhan, Marketing Head, Jivi Mobiles.

While comparing India market with the rest of the South Asian countries, he says, “We are working in most of the South Asian countries and relatively the scenario and demand are more or less similar to India market. The ecosystem in India is more developed in comparison with markets like Bangladesh, Nepal, Bhutan, etc, but the developments are pacing up.”

Strategy

To beat competition in a competitive market like India, Jivi Mobiles believes that innovation and understanding consumer needs are imperative for a company.   
“Innovation and understanding of consumer requirements is the key. With strength in R&D and access to large ODMs, we are keen to develop handsets with innovative features,” says Harsh. 

Offering a device at an affordable price is a challenge for a handset makers and Jivi Mobiles has been relentlessly working on the needs and utility of the consumers so that it can enable their life keeping cost under check. The prime reason behind Jivi Mobiles offering affordable devices is that its handsets are manufactured in India.    

“It’s a challenge for the brand to offer devices at affordable prices. We have been working on the actual needs and utility of the masses which can make their life comfortable and at the same time keep the cost under check. Also, we have been closely working with telecom operators to bundle our phones with aggressive offers for voice & data.”

All of our handsets are being manufactured in our own manufacturing set-up in Delhi which allows us to keep the check on the cost and we are coming up with another unit in Maharashtra in this fiscal year,” reveals Harsh.    

Jivi Mobiles focuses on channel sales and its 90% business comes from it, but the company is planning to launch few exclusive models through online channel. Harsh further explains, “We are largely focused on our channel/retail sales. About 90% of our total business has been contributed by Channel. Going forward, we have plans to launch a couple of exclusive models through e-commerce during the upcoming festive season.”

Service Support

Jivi Mobiles has gained ground in the rural and semi-urban parts of the country. The company is getting good feedback from its customers as it is providing value for money to them.  

“Jivi has become a household name in the rural and semi-urban parts of the country. We have been witnessing the encouraging response from these belts. Over the years, Jivi Mobiles has earned trust and loyalty of its customers. We are providing our customers value for their money which is helping in repeat buying and strong word of mouth,” boasts Harsh. 

Further, he adds, “Now we are entering into low- and mid-range smartphones segment and we are keen to open new markets where our equity is not that great in the urban market, we will remain focused on expanding in the urban market and even in South India market. Initially, we will remain focused on our BTL plans and once the placement is done then we have a plan to leverage on Irrfan Khan for ATL during the festive season.” 

Aparna Mullick
aparna@varindia.com