Overview Indian mobile phone brands Micromax, Karbonn, and Lava are gearing up for a significant resurgence, with a strategic focus on the entry-level price segment. These brands are aiming to provide consumers with better choices in this segment, hoping to regain market share and re-establish their presence in the Indian mobile market. Planned Launches and Pricing Strategies Karbonn is set to introduce a new smartphone priced at Rs 4,999, while Micromax is planning to launch a device priced at Rs 5,999. Micromax is also in discussions with telecom operators to offer their handset at a bundled price of Rs 4,999. Meanwhile, Lava is looking to expand its portfolio of 5G smartphones, with several models priced below Rs 10,000. Market Vacuum and Government Support Pradeep Jain, Managing Director at Jaina Group, owner of the Karbonn brand, has noted a vacuum in the sub-Rs 10,000 segment. With the Indian government expressing support for a revival of Indian smartphone brands, Karbonn intends to capitalize on the ongoing prevalence of 4G, which is expected to remain significant for at least three more years. Lava's Aggressive Growth Over the past year, Lava has adopted a more aggressive approach to its smartphone business. Sunil Raina, President and Business Head at Lava, highlighted the company's impressive growth, doubling the previous year and already tripling compared to last year. Market Share and Current Competition Counterpoint Research reports that the combined market share of Indian smartphone brands in the first quarter was less than 1%, a stark contrast to their 45% share during their peak in 2013 and 2014. The market is currently dominated by Samsung and Chinese brands such as Vivo, Xiaomi, Oppo, and Realme. The Potential of the Sub-Rs 10,000 Segment Shilpi Jain, Senior Analyst at Counterpoint Research, suggests that with concerted efforts and government support, Indian brands like Lava and Jio may secure a larger share in the sub-Rs 10,000 segments. However, this market segment has seen a decline in recent quarters. Micromax's Approach to Quality Micromax, committed to not engaging in pricing wars with underpowered hardware, plans to launch quality models. The debt-free company intends to fund this expansion with internal accruals and is considering raising funds by selling a stake. Level Playing Field and Local Manufacturing An anonymous chief of an Indian brand mentioned that the government aims to ensure pricing parity, preventing Chinese brands from selling at a loss—a strategy that previously led to the downfall of Indian brands. This intervention has resulted in a level playing field. Moreover, unlike in the past, Indian brands are now designing and manufacturing their handsets locally, further bolstering the domestic industry. https://unlistedzone.com/shares/lava-international-limited-share-price-buy-sell-unlisted-shares-of-lava-international/