Communications company BRITZO has ventured into the Indian mobile phone market with an investment of Rs. 100 crores to manufacture ‘smart’ feature phone offerings at cost-effective price points. These offerings will be aimed at consumers across tier-III, tier-IV, and tier-V markets in India as stated by the company.
The brainchild of Pradipto Ganguly and Dharamvir Shaw, this innovation-driven brand’s vision is to drive digital enablement across the rural heartland of the country by offering an evolved alternative to feature phones. BRITZO intends to enable convenient access to new-age technological features for its customers, while progressively making digital technologies a part of their day-to-day lifestyles. BRITZO is building a product portfolio of specialized smart feature phone offerings based on extensive R&D to this end at its state-of-the-art facilities in India and China, adds the statement of the company.
Pradipto Ganguly – CEO & Co-Founder – Britzo, said, “Rural geographies in India, despite housing about two-thirds of the nation’s population, are still largely untouched by the large-scale digitization that’s currently sweeping across the country. With the launch of BRITZO, our overarching objective is to bring this rural mass online by delivering superlative smart mobility offerings, armed with cutting-edge technologies, at pocket-friendly prices.”
According to BRITZO, their manufacturing facility is certified with ISO 9001:2015 for quality management and incorporate more than 20 QC methods (including automated and manual QCs) to ensure quality standards higher than the national average. The brand, moreover, has market research-driven inline QC and individual QC checking in place and has deployed specialized testing teams for software and hardware quality checking. The company has also made its processes environment-friendly with e-waste recycle management and also intends to invest Rs. 100 crore towards the Make in India initiative.
BRITZO envisions securing 3% of the Indian mobile phone market share during this period. It aims to achieve this goal by launching across 17 states including UP, Uttarakhand, West Bengal, Madhya Pradesh, Chhattisgarh, Odisha, Bihar, Jharkhand, Rajasthan, NESA, and Gujarat during the first phase of its expansion. The company will then target other mobile phone markets across India after Q1 of FY2018-19 as stated further by the company.