Sanjeev Agarwal, chief manufacturing officer, Lava International Limited
The Indian mobile device market is on the cusp of a revolution, driven by the launch of 5G networks, rising digital adoption, and enabling government initiatives such as Make in India. Indigenous smartphone manufacturers will play a key role in positioning the country as a global leader in the device ecosystem. In an interview with tele.net, Sanjeev Agarwal, chief manufacturing officer, Lava International Limited, talks about the industry’s growth, challenges, opportunities and future outlook…
How has the Indian mobile handset ecosystem evolved over the past few years?
The Indian mobile handset ecosystem has undergone significant transformation in recent years. One prominent aspect is the innovation by brands, which have introduced competitive products across various price segments, intensifying market competition. Simultaneously, domestic brands have also risen to prominence, offering localised features and competitive pricing to cater to diverse consumer needs.
Technological advancements have been a driving force behind this evolution, with smartphones becoming more affordable and feature-rich. The shift towards 5G technology has prompted manufacturers to introduce 5G-enabled devices, preparing the ecosystem for future connectivity demands. Moreover, the rise of e-commerce platforms has played a pivotal role in the distribution and sales of mobile handsets, providing consumers with convenient access to a wide range of options.
Overall, the Indian mobile handset ecosystem has witnessed a dynamic shift marked by increased competition, technological innovation, and a focus on meeting localised consumer preferences. This evolution is poised to continue, driven by ongoing advancements in technology and changing consumer demands.
How has 5G impacted the smartphone industry? What is Lava’s strategy to leverage the growing demand for 5G handsets?
The introduction of 5G technology has had a profound impact on the smartphone industry, driving significant changes in both consumer expectations and industry dynamics. With its promise of ultra-fast internet speeds, low latency, and enhanced connectivity, 5G has ushered in a new wave of innovation in smartphone design and functionality. Manufacturers are increasingly focused on launching 5G-enabled handsets to capitalise on this growing demand and remain competitive in the market.
Lava, as an Indian smartphone brand, has outlined a strategic approach to leverage the rising demand for 5G handsets. A key aspect of our strategy is to prioritise research and development (R&D) to ensure the timely introduction of 5G-compatible devices that align with consumer preferences and market trends. Additionally, Lava aims to differentiate its 5G offerings by focusing on affordability without compromising on quality and performance. By catering to the needs of price-conscious consumers, Lava seeks to carve out a niche in the 5G handset segment and strengthen its market position.
Moreover, Lava endeavours to leverage partnerships and collaborations with telecom operators and ecosystem players to enhance the adoption of 5G technology among its target audience. By forging strategic alliances and exploring innovative distribution channels, Lava has expanded its reach and effectively marketed its 5G smartphones to a broader customer base.
What initiatives is Lava taking to leverage the government’s Make in India initiative? What are the industry issues that remain unaddressed?
Lava has been proactive in aligning with the government’s Make in India initiative by focusing on domestic manufacturing and fostering local production ecosystems. One of the key initiatives undertaken by Lava is establishing manufacturing facilities within India, thereby contributing to job creation and economic growth in the country. By manufacturing smartphones locally, the company not only complies with government regulations but also benefits from incentives and subsidies offered to promote indigenous production.
Additionally, Lava has been investing in R&D to enhance its manufacturing capabilities and technological expertise within India. The company aims to reduce dependence on imports and leverage local talent for product innovation and development. Furthermore, Lava has been actively engaging with suppliers and partners to build a robust supply chain ecosystem, supporting the domestic manufacturing of components and raw materials.
However, despite these initiatives, several industry issues remain unaddressed. One significant challenge is the availability of skilled labour and infrastructure constraints, which can impact the scalability and efficiency of local manufacturing operations.
Addressing these issues requires concerted efforts from both the government and private sector stakeholders. Streamlining regulatory processes, incentivising investment in manufacturing infrastructure, and fostering skill development initiatives can help overcome these challenges and further bolster the Make in India initiative. Additionally, fostering collaboration between industry players and government agencies can facilitate knowledge sharing and resource optimisation, driving sustainable growth and competitiveness in the Indian smartphone manufacturing sector.
What are the challenges and opportunities presented by the semiconductor market for India’s electronics manufacturing?
One major challenge is the heavy dependency on imports, leaving the industry vulnerable to supply chain disruptions and price fluctuations. Additionally, there exists a technological gap, requiring substantial investments and expertise to develop indigenous semiconductor fabrication capabilities.
However, there are significant opportunities for India in this market. With the growing demand for electronics across various sectors, domestic semiconductor production can cater to this demand and reduce import reliance. Government initiatives such as the production-linked incentive (PLI) scheme will attract investment and bolster indigenous production. Moreover, collaborations among industry players, research institutions and the government can drive innovation and technology transfer, positioning India strategically in the global semiconductor landscape.
How is BharOS expected to disrupt the smartphone industry? How is Lava adopting the operating system?
BharOS is anticipated to disrupt the smartphone industry by offering a tailored operating system specifically designed to address the needs and preferences of Indian consumers. Unlike mainstream operating systems like Android or iOS, BharOS aims to provide localised features, content, and services that resonate with the Indian user base. This localisation can lead to enhanced user experiences, increased engagement, and improved brand loyalty among Indian smartphone users. However, it is important to note that whether it works out to its capability lies in the testing, as currently it is in the pilot phase.
Lava, as an Indian smartphone brand, will strategically adopt BharOS to differentiate its product offerings in the market, provided it passes all the tests for a fully functioning smartphone. By integrating BharOS into its smartphones, Lava can offer a unique value proposition to consumers, showcasing its commitment to catering to the specific requirements of the Indian market.
“The roll-out of 5G technology is poised to reshape the Indian smartphone landscape, presenting opportunities for manufacturers to introduce 5G-enabled devices and capitalise on the demand for high-speed connectivity.”
What is your outlook for the Indian smartphone landscape?
My outlook for the Indian smartphone landscape is optimistic yet dynamic. India remains one of the world’s largest and fastest-growing smartphone markets, fuelled by a combination of factors such as the large population, increasing internet penetration, and rising disposable incomes. As such, the demand for smartphones is expected to continue growing, driven by factors such as technological advancements, affordability, and the expansion of digital services and connectivity.
Additionally, the Indian smartphone landscape is characterised by intense competition among domestic and international brands, leading to innovation, price wars, and aggressive marketing strategies. The roll-out of 5G technology is poised to reshape the Indian smartphone landscape, presenting opportunities for manufacturers to introduce 5G-enabled devices and capitalise on the demand for high-speed connectivity. This transition may also drive upgrades and replacements, stimulating further growth in the smartphone market.
What are your growth plans and strategies for the next few years?
Lava, as a prominent Indian smartphone brand, will position itself for growth over the next few years by implementing a multifaceted approach. Central to its strategy is a strong emphasis on innovation and customer-centricity. Lava aims to distinguish itself within the competitive smartphone market by investing significantly in R&D. This commitment to innovation extends across product design, features and technologies.
In addition to innovation, Lava plans to expand its product portfolio to cater to a broader spectrum of consumers. This involves launching smartphones across various price segments, ranging from budget-friendly options to premium devices. By offering a diverse range of products, Lava aims to capture market share across different consumer segments and strengthen its foothold in the industry.
Moreover, Lava places a strong emphasis on delivering exceptional customer experiences. This involves investing in customer service infrastructure, implementing robust feedback mechanisms, and ensuring prompt resolution of customer issues. We have already launched industry first “free service at home” and “free replacement at home” services. By prioritising customer satisfaction and loyalty, Lava aims to foster long-term relationships with its consumers and strengthen its brand reputation in the highly competitive smartphone market.
