After Micromax & Lava, Karbonn too plans exclusive online launches

By: | Published: August 8, 2015 12:29 AM

Smartphone maker Karbonn is joining the online-only bandwagon with the launch of Titanium Mach Five. This comes within weeks of Micromax announcing Xpress...

Smartphone maker Karbonn is joining the online-only bandwagon with the launch of Titanium Mach Five. This comes within weeks of Micromax announcing Xpress and Lava’s sub-brand Xolo launching Black, both Flipkart-only product ranges.

“Currently, we are seeing 25% to 30% of our smartphone sales coming from online platforms. With the new online-only Titanium Mach Five, we are looking to increase our online presence,” said Shashin Devsare, Karbonn executive director.

Karbonn will continue to strengthen its offline distribution. “We cater to about 85,000 retailers through our 1,500-plus distributors. We are looking to grow both online and offline segments,” said Devsare.

Having partnered with China’s Water World Technologies, Karbonn wants ‘Make in India’ to go beyond just importing components from China and then assembling them locally. “We are looking at procuring part and components locally as well. We want to help create a local parts and component ecosystem,” said an optimistic Devsare.

Despite the influx of powerful Chinese brands, local players are still dominant across India. “We are selling around 7,00,000 to 8,00,000 smartphones a month. We believe this figure will go up to 1.25 million units by the year end,” said Devsare. All smartphone companies in India have their pocketboroughs and for Karbonn, it is Maharashtra in the west, Uttar Pradesh in the north, Andhra Pradesh and Karnataka in the south and Bihar and Jharkhand in the east.

“We are more concerned about profitable growth than market position. Karbonn has always grown quarter-on-quarter profitably. We are looking at making in India without any external funding,” he said.

On the software front, the brand aims to provide an Indian experience to consumers. “Mobile phone software is predominantly originating from India and one needs to utilise that strength. Through software, we can offer a differentiated experience. Hardware sourcing has been already democratised. Every brand would be able to offer every specification. We aim to provide relevant smartphone experience to our consumers through local software,” stressed Devsare.

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