Shimla: With the unorganised mobile phones being banned by Indian government for security reasons, Lava International Ltd, a five month old company, today launched Lava brand of phones here.
Speaking at the launch JP Singh, regional manager Punjab & Himachal said, the unorganised section was has lost a substantial market share and we intend to place Lava, not just as an all India brand but would be soon entering the international market.
He said that the mobile phones priced between Rs 1800-6000/- were witnessing the fastest growth in the country and for a start they had strategically introduced three mid range products in the Rs 2000 -4000 brakcet.
He said, â€œour research has shown that smaller cities are growing rapidly and we have decided to tap growing demand in these markets along with major metros.â€
Market surveys had pointed out that Himachal had a per month 70,000 mobile phone sale of which 48 % was cornered by just one brand, he added.
Without specifying any target, he said, â€œas of now we are strengthening the distribution network and would concentrate on volumes later.â€
The products launched are for GSM networks but the company soon intends to introduce phones for CDMA technology.
Shimla in particular has always been one of the most lucrative markets for mobile phone. Lava is looking at capturing a major share in Solan, Chamba, Dharamshala, Kullu and Kangra.
Singh claimed that the new mobile phone company was worth Rs 250 crore and was promoted by Hari Om Rai, Sunil Bhalla and SN Rai.
â€œWe had set a target of appointing 13 distributors in Himachal and so far have appointed 11 distributors,â€ he said.
The company has set up research and development centres in Noida and Mumbai and all the manufacturing is done in China, stated Singh.