Intex sets sights on tapping South Indian market for phones, durables

Sharad Aggarwal, Product Manager, Mobile, Intex Technologies tells us, “Our product line comprises of mobile phones, consumer durables and IT products and services. In the 21-year journey of our company, our focus has been on creating Aam Aadmi products. Our aim has been to deliver a value for money proposition, not just to India, but to the global market, served by eight countries as of now. From a Rs 1 crore company in 1996, we moved into the computer cabinet business, coupled with offerings in keyboards, speakers and web cameras. Till 2002, we were an import driven company. In 2004, we inaugurated our very first factory in Jammu, introducing DVD players. In 2006, the company had grown into a Rs 183 cr entity.” 

In the backdrop of the launch of the Intex ELYT Dual phone, which has been competitively priced under Rs 7,000, Sharad said, “The company’s foray into feature phones was in 2007 and smartphones came into our portfolio in 2012. By now, we had become a Rs 1,000 cr company. In 2013, we started manufacturing mobiles in India and entered the wearable segment with smart watches. The Intex Smart World retail chain followed, and so far, we have around 130 outlets around in India. We were selling 25 lakh handsets per month. This year, we introduced split and window A/Cs. Today our turnover is Rs 6,213 cr.”

The officials of the company believe south India, especially Tamil Nadu is one of its biggest markets, as far as consumer durables is concerned. The company is keen on ramping up the number of experience centres in the state and push its growth agenda. Currently, there are close to 135 plus stores Pan India, including two in Chennai, one in Puducherry and one in Coimbatore. The company had also recently partnered with Airtel as well, to release a 4G smartphone in the under Rs 2,000 category.