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The entry level handsets market in India has got more competition. Singapore based handsets manufacturer is set to launch its Indian operations by the month end.
Having seen success in Singapore and China, Pine now wants to establish a strong foothold in India, a market which is highly competitive and dynamic, says Rohit Aggarwal, CEO, Pine Mobiles.
In the first phase of the launch, Pine will adopt mass oriented, rural centric approach, and cover the northern and northeastern parts of India-including Punjab, Lucknow and Assam. The company aims at selling over half a million handsets within the first year of its launch, he says.
The company also plans to start distribution in neighboring countries such a Nepal, Bangladesh and Sri Lanka and in markets with high growth potential in the SAARC region.
Aggarwal says Pine has designed its handsets on the basic concept- 'you name it, we have it'. Pine brings qwerty Email, a 3 SIM technology. The brand has feature-rich phones like KING, EXECUTIVE, A1, BEE and TRIO in the Indian market and much to the surprise of buyers, the price range will be between Rs 1,800-4,000. All are dual SIMs except for TRIO, which is a 3 SIM phone.
Pines investments in the first phase will be focused on in-store branding and forging alliances with retailers. The company will further invest in setting up a manufacturing plant in the country.
heenaj@cybermedia.co.in