Ziox Mobiles aims to achieve Rs 600 cr by Q4 of FY 2018-19 

With a focus to increase the revenue to Rs. 600 cr, Ziox Mobiles believes in offering latest technology at a cost-effective price. In a chat with VARINDIA, Deepak Kabu, CEO, Ziox Mobiles talks about the brands, channel strategy, focus of the company and future plans -

A customer loyal brand, Ziox has always prioritized technology, quality of the product and affordability and these factors are the differentiators for the company. The company believes that these factors help to create a strong bond with the customers.    

“Ziox is a customer loyal brand, packaged with the right price and latest technology that enables a strong connect with consumers. We are also steadfast in introducing our brand’s products that will redefine the quality of cost-effective offerings, against the competition brands. Technology + Quality + Affordable prices keep Ziox at the top of its Game in the very dynamic Mobile Industry,” believes Deepak Kabu, CEO, Ziox Mobiles.   

Strategy
With a vision to connect the gap between consumer demands and latest technology, Ziox has itself as an economical smartphone brand. In a competitive smartphone market like India, the company has always focused on offering premium products at premium price which is a game changing factor for the brand.

“Ziox Mobiles is known for its quality with latest innovation at best affordable prices. Being a pocket- friendly brand, Ziox is one of the fastest growing Brands in India. The market is glutted with brands that offer premium product offerings at most premium prices and that’s where Ziox marks a change. Our vision is to bridge the gap between consumer demands and the high-end technology. In smartphones, our product range starts from Rs. 3000 with latest specs and technology. Our products are a redefinition of the level of quality and cost-effective offerings in India. We prioritize providing uncompromised quality, integrated with high-end technology,” explains Deepak.

Talking about the channel strategy, Deepak says that the company has chosen offline channel over online and 90% of the business comes from offline channel. It is a channel friendly company and believes in growing with the channel. The company believes in strengthening and supporting its partners.

“Ziox infact is a very channel friendly company and we believe in growing with our channel partners. We are one of the few brands who have opted the offline over the online route to establish our strong presence. Our distribution channel constitutes 90% share in our sale and rest 10% comes from E- commerce media. Currently the brand has over 850+ channel partners, and further expanding stronger. We have made a stronger communication model to reach our channel more effectively.

Channel partners will play a key role in sustaining and expanding the brand’s presence in the country. We believe in strengthening and supporting our partners by introducing exciting creative marketing promotion for the channel partners and end users.”

Focus of the company
Ziox is currently focusing on retail visibility and connecting with the consumers. To reach the customers across the country, the company aims for a 360 degree marketing campaign.

“To achieve a firm foothold in today’s challenging and competitive market of India, one may not need to be different but think/act differently. And keeping that in mind, we differentiate ourselves as delivering superior quality technology at potent prices. With a total investment of Rs 100 cr, our go to market strategy is chiefly to focus on retail visibility and connecting with the consumer through BTL activities and social media. So as to make our brand reach the consumers across Pan India, a 360-degree marketing campaign is what our element of go to market strategy is,” says Deepak.  

Plans for 2018 & Revenue Target
To keep a pace with the dynamic smartphone industry, Ziox is planning to launch a good number of handsets by Q4 of 2018-19, of which 60% will be feature phones and 40% smartphones. In the previous financial year (FY), the company did a business of Rs 450 cr and is now aiming to take the numbers to Rs. 600 cr.  

“With the pace of smartphone evolution moving so fast, there’s always something waiting in the wings. With every new launch, there is an anticipation for the next big thing, especially in the Mobile industry. In sync with the same, we will launch around 15- 20 new Mobile phones by Q4 of this FY 2018-2019, out of which we have recently launched 4 in in Lucknow, which includes 3 feature phones and 1 smart phone.

In last FY, Ziox has done a revenue business of Rs. 450 cr, and we are aiming to cross Rs. 600 cr by Q4 of FY 2018-19.  We are coming up with some new innovative smartphones and feature phones , like 4G feature phone which is in high demand and the infinity screen smart phones. Our aggressive marketing strategy paired with innovative solutions, shall expand the Target audience along with key focus on Branding and being able to be seen at the right locations,” reveals Deepak.  

Aparna Mullick
aparna@varindia.com