Introduction

In a recent interview with CNBC-TV 18, Sunil Raina, President and Business Head of Lava, shed light on the company's ambitious plans for the future. From focusing on contract manufacturing to embracing 5G technology, Lava aims to be a game-changer in the industry. This blog delves into the key takeaways from the interview and what they mean for the future of Lava and the Indian smartphone market.

Contract Manufacturing and Localization: The New Mantras

Lava's Biz President, Sunil Raina, emphasized the company's push towards contract manufacturing. The brand has also welcomed the Indian government's import curbs on laptops, tablets, and personal computers. With 100% manufacturing and 40% localization already achieved in India, Lava is setting new benchmarks for the industry.

Emotional Appeal Backed by Quality

While the emotional appeal of 'Made in India' resonates with the masses, Lava understands that it needs to be backed by quality products. Significant investments have been made in product development to ensure that the brand stands up to global standards.

The 5G Revolution: Democratizing Technology

The affordable 5G segment is witnessing increasing competition, and Lava aims to be a significant player in this space. With plans to launch 100 models within a year, the company is committed to making 5G accessible to the masses. Lava was among the first to introduce an affordable 5G smartphone, proving its mettle against global competitors.

Policy and Ecosystem: The Road Ahead

While Lava has achieved significant localization, the brand acknowledges that localizing bigger components like chipsets and memory is still a couple of years away. A policy tweak may be required to foster the local ecosystem further.

India's Focus on Innovation and R&D

The Indian government's import restrictions have sparked a discussion within the domestic manufacturing industry. While the industry push is to delay the implementation, Lava believes that change, although uncomfortable, is necessary for growth in manufacturing.

Global Expansion: South America and Beyond

Lava is not just limiting its vision to India. The company is actively looking at acquisitions in South America and exploring contract manufacturing as a potential growth trajectory. It aims to become the Foxconn of India, providing world-class manufacturing services.

Organic and Inorganic Means of Growth

Lava has already acquired a company with a presence in 21 countries in Latin America. This acquisition is part of the brand's strategy to grow both organically and inorganically.

Conclusion: Building a Global Indian Brand

Lava's aspiration is clear: to build a strong Indian brand that can go global. The company is not open to the idea of being acquired by a larger player, emphasizing its commitment to becoming a multinational global smartphone brand. As you've seen, Lava is not just another smartphone company; it's a brand with a vision, aiming for global expansion and technological innovation. With its focus on contract manufacturing, 5G technology, and localization, Lava presents a unique investment opportunity that's poised for significant growth.

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