How Indian Smartphone Companies have Raised the Bar for Quality & Features Under the Make in India Initiative?
Blog: NASSCOM Official Blog
If we turn back the clock and revisit 2013, most of us would be surprised by the then-state of the Indian mobile phone industry. While Samsung remained perched at the very top, it was the likes of Micromax, Intex, and Karbonn that were pushing the South Korean consumer electronics giant. In fact, many people believed that Micromax would soon dethrone Samsung, with Indian smartphone OEMs remaining optimistic about their chances in the Indian smartphone marketplace.
However, the second half of the decade wasn’t too kind for Indian smartphone brands, as Chinese OEMs entered the market, and turned the industry on its head. The likes of Xiaomi, Realme, Vivo, and OPPO offered better smartphones at competitive prices, which slowly but surely pushed the Indian brands out of the consumer’s eye. Since then, Indian brands have been clamoring for changes in policies to give them a competitive edge, and that came in the form of the ‘Make in India’ initiative.
It was just the shot in the arm the Indian brands needed, as smartphone companies like Micromax are now on the mend. Here’s how smartphone companies are raising the bar in terms of features and quality, as a result of the Make in India initiative.
Value-for-money phones
The smartphones manufactured by the Indian brands arguably provide consumers with the best value for money. These smartphones are affordably priced, and come with multiple camera arrays, along with a wide range of applications. Furthermore, Indian-made smartphones also offer unique add-on benefits.
For instance, Lava’s mobiles come with a 2-year standard warranty on the phone’s hardware, something you cannot find with any other brand. These phones are arguably the best smartphones below 10000 INR, and come with a bouquet of features, such as 4GB RAM and fast processors.
Language support and localized software
One of the major hurdles for consumers from low-income group while using smartphones is the lack of language support. However, Indian brands now offer such benefits, along with advanced features.
You can now purchase a 4GB RAM mobile phone costing less than Rs. 10,000, which caters to the specific — and diverse needs of the Indian consumers. Furthermore, consumers can also be a part of the Digital India Mission, by purchasing 4G smartphones from the local brands.
Localized service centers
Other than just the affordability and conveniences like language support, there are other major benefits of purchasing a smartphone from an Indian smartphone brand. For instance, finding the authorized service center for an international brand in a specific region can be difficult.
However, if you purchase a smartphone from a domestic brand, you can rest assured that you will find its authorized service centers close to you. This provides peace of mind to the consumer, as it will be easier for the local service center to tend to any repairs or maintenance issues without you having to reach an executive via customer care.
Indian brands like Micromax have benefited greatly because of the Make in India initiative, and are once again preparing themselves to offer value-for-money phones to Indian consumers. By providing smartphones at low costs, along with customized language support, localized software and hardware, and personalized customer service, Indian smartphone brands are raising the bar for quality and features under the initiative.
You can purchase a smartphone that comes with a rich-bouquet of features from top domestic brands like Lava, Micromax, and Intex, without having to splurge exorbitant amounts.
Furthermore, the government’s decision to provide an impetus to local manufacturers has also created jobs for India’s youth, which has also been an added benefit that cannot be overlooked — or overstated. Thus, the Make in India initiative has certainly been a blessing for domestic manufacturers, especially smartphone brands, resulting in a spike in sales of Indian-made mobile phones.
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