Mumbai-based handset maker Bright Telecom India Private Limited is in the process of launching its third brand ‘OGO’ in the domestic market in the next couple of months.
A relatively new entrant in the burgeoning ‘low-cost, value for money’ Indian handset industry, the company is planning to take on competition by positioning its new brand in the high-end segment.
“OGO is something we are still working on. Testing is currently under way and the brand positioning and commercial marketing will be framed in the next two months.
The new brand will be in competition with business phones. So, if the nearest business phone in the market now is about Rs 15,000, ours will be between Rs 6,000 and Rs 7,000,” Bright Telecom chief operating officer AP Srivatsan told Business Standard.
From being a manufacturer and supplier of handsets, cumulatively selling 1.5 million devices to operators like Aircel and Tata Docomo in the the last 15 years, Bright Telecom introduced its own brand G-Fone in the domestic market in October 2009.
As an exclusive distributor, it also sells Chinese telecommunication solutions provider Huawei’s devices in India. At present, the company sells about 60,000 phones a month nationally.
“The market for mobile phones in India is currently pegged at Rs 40,000 crore and is expected to touch Rs 1 lakh crore by 2014-15,” Srivatsan added.
