"Our target is to provide more technology in affordable prices to customers"

In a chat with VARINDIA Yogesh Bhatia, Founder and MD, Detel shares his views about the feature phone market, strategies, refurbished market etc.

Amidst hundreds of other home-grown Indian brands Detel does not compare themselves with any Indian Brand. With their in house R&D Team, the focus is on carving a separate space in the market for their products. The handset company hits the market with the most economical feature phones. DETEL believes that technology is no longer a luxury but a necessity. The brand has about 15-20 feature phone models in the market and will be launching more products. 

Detel perceives a great opportunity in Indian handset market as the country has a population of almost 1,350 million people and out of that around 400 million are not yet connected. Bhatia observes, “India has a population of almost 1,350 million people, out of which around 400 million, are yet to be connected. The smart phones market share is 38%, rest 62% is feature phone and there is a huge scope which needs to upgrade from 2G phones to smart Phones. Our target is to provide more technology in affordable prices to customers. Resulting to this we upgrade our models regularly, our pricing is aggressive and we have nationwide after sales service for our customers.”

Strategy

With 20 years of experience in telecom industry, it has its own R&D teams which help the company to innovate. It aims to provide technology in reasonable price to customers. 

“We have an expertise of more than 20 years in telecom industry, also we have our in house R&D Team, which makes us do what we are doing. We do not compare ourselves with any Indian brand. Our target is to provide more technology in affordable prices to the customer. As a result, this we upgrade our models regularly, our pricing is aggressive and we have nationwide after sales service for our customers, says,” Bhatia. 

Continuing on this he further adds, “As per Detel’s business philosophy, price is power and customer is a King. With this philosophy, we are filling the gap between desirability and affordability.” 

Detel first creates awareness about its products and then its sales team pitch to the partners. The company also takes care of the profitability of its channel partners.

Talking about its go to market strategy for channels, Bhatia highlights, “We first create awareness over product with economical price and good feature then our sales team pitch to the channels. We ensure profitability to our channel partners.”

Target Verticals

The company has a distribution strategy of reaching out tier 3 and 4 cities through LFRs and online retail.

“Our target verticals are feature phones, mobile accessories, LED TVs, refurbished smartphones, speakers. Our distribution strategy is to reach to tier 3 and 4 cities through LFR outlets like Mac- Spar, Reliance Market and leading chains,” says Bhatia.

Service Support

Speaking about the service support, Bhatia mentions, “Regarding mobile phones we have 500+ service centers and for TV we have onsite warranty through our tie up with around 247 companies which serve as an appliance buddy for all home appliance post-purchase needs i.e. from installation to disposal.”

Refurbished Market

Detel has forayed into refurbished market with a new brand entity, PreLoved Device. The company finds immense possibility in this segment which has pushed Detel to step into this segment.   

“In our country all Indian brands are on struggling mode. Looking at the scenario, Detel sales research team identify the huge vacant area in refurbished smartphone segment which made us enter in the same segment in a big way under the brand name PreLoved Device.”