Regaining lost glory: How Brand Vivo is staging a comeback

By getting its focus back on the sub-Rs 10,000 and other price segments, Vivo is filling key gaps aggressively in a bid to grab share and regain strength in smartphone market

Smartphone player Vivo, best known as the title sponsor of the Indian Premier League (IPL), is quitely stitching up a revival strategy aimed at helping it get back into the top three club of brands. Vivo, manufactured by Chinese company BBK Electronics, had a share of 13 per cent a year ago, which is now down to 6.7 per cent, half of what it was earlier. The dip in share has pushed Vivo to the fourth spot after rivals Xiaomi, Samsung and sister Oppo, reason enough for the  brand to revisit its strategy.  

Market experts say that at the heart of