Leaving Karbonn Footprints
Shashin Devsare
Executive Director
Karbonn Mobiles
With competitive pricing becoming the drivers of growth for the industry, brands - both domestic and international - have been slowly but steadily establishing themselves in the ever-evolving mobile phone market of the country. Karbonn Mobiles which believes in bringing in enhanced mobile handsets coupled with pioneering technologies at a cost-effective price bracket to the Indian market has been one of the driving forces in the emergence of the Indian mobile market. "In the race for the ever-changing market share, we have been harping on providing the Indian consumer with value offerings which satiates their urge for the latest technology at affordable pricings,” says Shashin Devsare, Executive Director, Karbonn Mobiles. He further adds, “Being one of the market leaders in the affordable mobile handset category, Karbonn Mobiles has placed its product portfolio in a diverse category altogether which has helped revolutionize the Indian mobile market and has aided the company to rank amongst the top four mobile handset providers in India, as per the latest Gartner Report on the mobile industry of the country.”
Channel and Retail Strategies...
Karbonn Mobiles, which entered the Indian market with the showing off its product range across Tier-II and -III cities through distributors and local retailers, has moved onto launching its product range across key cities which has thus created an extended product visibility for the brand. By coupling innovative factors like value-for-money offerings and advanced mobile technology, Karbonn Mobiles has established itself as one of the premier mobile phone brands in the country and has collated more than 400 re-distribution points which, covering 90% districts across the country, caters to more than 50,000 outlets.
Product Portfolio...
At present, Karbonn Mobiles' spectrum of model ranges from 45 to 50. According to Karbon Mobiles, at present it boasts of a market share of 6% in the FY 2011-12 in the highly volatile Indian mobile market, which up from 3% in FY 2009-10 shows the blooming market share of the brand. Expecting the continuing growth trend, Karbonn Mobiles aims to engage about 10% of the market space by the end of the financial year 2012-13 and with it increase its sales volume to 20 million units in the financial year 2012-13 - up from the current sales volume of 10 million units.
Karbonn Mobiles believes in effective consumer satisfaction and as a provision for its ever- increasing user base has created a dedicated post-sales service and support system. This offers service to the consumers with an exhaustive range which comprises of more than 600 service centres, dedicated CRM software, a dedicated Toll-Free Customer Service line and Call Centre along with 11 exclusive Karbonn Klinics which cater to every need of the Karbonn consumers.
How do you position yourself in the market today?
The recently released Gartner report implies that Karbonn Mobiles right now is the fourth-largest mobile handset player in the Indian market which, following the market leaders Nokia along with Samsung and LG, shows the class of the brand. Bringing to the Indian consumers a potent mix of new-age technologies at value-for-money price range, Karbonn Mobiles aims at enhancing technology and present to the Indian consumers a veritable product range which is high on features and is easy on the pocket as well.
Foraying into the smart phone segment, Karbonn Mobiles also provides to the consumers a complete range of smart-feature phones which aims to bring to the consumers the goodness of the revolutionary Android eco-sphere and provide them the latest technological innovations.
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