We intend to launch premium, slim, metal body smartphones: Akshay Dhoot, Videocon

By Sanjeeb Kumar Sahoo

Akshay Dhoot, Head of Technology, at the Videocon Group, elaborates on the Videocon strategy for India market in an interview with Voice&Data. Some excerpts:

Voice&Data: Please elaborate on Videocon’s journey from Consumer Electronics to Smartphones. Why did Videocon manufacture in India? How has this manufacturing journey been?

Akshay Dhoot: Videocon started its journey three decades back with consumer electronics manufacturing in the country. Today, Videocon is a household name across categories and the country, seeking to create a better world for consumers via innovative and technologically-advanced products. The transition to smartphones was natural, given that connected, smart devices are ubiquitous worldwide, which is where the future lies.

Videocon is an Indian company, which has been making in India since the beginning. With three decades’ of experience in manufacturing, Videocon has been part of the ‘Make in India’ ethos even before the term was coined. Videocon understands the market requirements and create products that are not only technologically-advanced but also relevant for the customers. Thus, manufacturing smartphones in the country was a natural decision.

Today, Videocon is one of the leading manufacturers in the country with manufacturing units spread across the country.

Voice&Data: Can you define Videocon smartphones’ Target Group?

Akshay Dhoot: The target group for Videocon’s smartphones is large and growing. With almost 250 million smartphone users, India surpassed the US as the world’s second-largest smartphone market in 2016. With a 1.3 billion population and a $2.3 trillion economy growing at more than 7% annually, there is immense untapped potential. Unlike overseas markets that may be one-dimensional or bi-dimensional, the Indian market is multidimensional and complex, even paradoxical. Over three decades, Videocon has understood the mindset of its customers well. Keeping these requirements in mind, Videocon creates technologically advanced smartphones. Our trendy, futuristic range of smartphones features powerful battery backups, offering customers a perfect combination of style, features and utility.

Voice&Data: What new features can we expect in the upcoming smartphones category?

Akshay Dhoot: Design and product efficiency are the driving force in the upcoming smartphone offerings. In fact, even the recently-launched smartphone Krypton 22 provides ahead-of-the-curve technology such as VoWifi for a better, uninterrupted voice-calling experience. The VoWifi feature allows a mobile user to utilize the same number and the same smartphone dialler interface while making a call over the cellular network or over any WiFi network.

Smartphones are one of the fastest-growing product lines and we intend to facilitate this journey by launching premium, slim, metal-body smartphones. The focus will be on matching customer demand via innovations, which offer latest software and operating systems. Apart from Krypton 22, Videocon recently-launched another smartphone models like Ultra 50, and Delite 11+ smartphone.

Videocon Delite 11+ comes equipped with exclusively built Pro 360 OS, based on Android Marshmallow, which offers a series of essential and advanced characteristics to fulfil needs pertaining to Security, Privacy, Efficiency, Lively and Remote Access.

Voice&Data : How is your after sales service?

Akshay Dhoot: We have more than 1,000 service centres covering the country. These are mixed – partnered and self-owned. Indeed, we launched a scheme offering 15 days replacement if a smartphone was not repaired within a fortnight, besides giving a spare handset of an equivalent or higher model. Such initiatives by Videocon ensure higher customer retention.

Voice&Data: What are the POS (Point of Sales) strategies Videocon Smartphones has adopted, especially in terms of online sales?

Akshay Dhoot: Videocon Smartphone sells most products offline. Nonetheless, we do tie-up with leading e-commerce portals for selling select devices. For instance, on its launch, Videocon Ultra50 was available online exclusively via Amazon and through all multi-brand consumer durable retail outlets. There are multiple parameters in deciding the online-offline selling strategy of any new device.

Voice&Data: How has the scenario been with respect to Videocon and its Indian competitors?

Akshay Dhoot: The Videocon brand name denotes trust and reliability, thereby differentiating us from most competitors. Over three decades, consistency in quality has given the company a high trust quotient among consumers. The company has delivered some outstanding products such as the Videocon Aryabot AC – the world’s first Satellite AC – a classic example of Videocon’s futuristic approach and innovation. Our large customer base and their innate trust help us stay ahead of the competition.

Voice&Data: How has the scenario been with respect to Videocon and its Chinese competitors?

Akshay Dhoot: We wish to reiterate that the 30-year presence in the Indian market and our domestic roots give us a tremendous advantage over overseas competitors whose principle calling card is pricing. Our in-depth understanding of the Indian market allows an immense edge over companies that cannot comprehend the Indian ethos. Catering to the complex aspirations of Indian customers, Videocon products are better suited to indigenous needs.