After successfully making a dent in the market share of multinational phone-makers, the domestic players are eyeing double-digit growth from exports.
Karbonn Mobiles, which ranks as the third largest phone-maker in India, according to market research firm IDC, is looking to get 16 per cent of its revenues from overseas markets.
The Titanium series maker currently gets around 8 per cent of its revenue from exports, according to company officials. It made its foray abroad a year ago.
Sudhir Hasija, founder Chairman of Karbonn, wants to expand the company’s presence in Europe. “It would be great to make a mark in Finland, where Nokia was born,” he said. Other mobile device makers have followed Karbonn.
Swipe Telecom, a start-up that raised ₹30 crore from Kalaari Capital, expects to get 15 per cent of its revenue from exports of its products such as Konnect, a 5-inch phablet. “We do export our devices outside India, especially to SAARC countries,” said Shripal Gandhi, Swipe founder and CEO.
Similarly, Murali Retineni, Executive Director, Celkon Mobiles, said in 2013, the company got ₹40-50 crore from exports, which is 5 per cent of its revenue. “We aim to double it to ₹100 crore this fiscal, which will be approximately 10 per cent of our revenue,” he added.
In January, the country’s leading device maker, Micromax, launched operations in Russia and partnered with distributor VVP Group, with an eye on the world’s eighth largest economy.
Micromax introduced its Canvas series of smartphones and Bolt series of feature phones, with plans to be in the top four in that market.
The push by Indian device makers comes at a time when Google has announced the ‘Android One’ initiative, which is about launching low-priced smartphones in emerging markets.
Also, Microsoft has discontinued the Nokia X series phones, which run on Android, targeted at emerging markets, thereby opening up opportunities, said industry watchers. “With Samsung and LG at the top end, Indian players are seeing a lot of opportunities in the ‘affordable’ phones segment,” said Sanchit Vir Gogia, analyst with Greyhound Research.
According to IDC, smartphone sales in India grew almost three-fold to over 44 million in 2013.
In January-March 2014, 17.59 million smartphones were shipped into India, compared with 6.14 million in the corresponding period of 2013.
Source: The Hindu Business Line