Pankaj Anand, CEO, JIVI Mobiles

Pankaj Anand is a seasoned telecom industry professional with more than 17 years of entrepreneurial experience in running and managing large distribution networks at both the domestic and international levels. He is currently chief executive officer (CEO) of JIVI Mobiles, the mobile division of Magicon Impex Private Limited, and plays an instrumental role in finalising the company’s product roadmap and overall business strategy.

JIVI was launched in 2011 with the aim of offering “rich on features, value for money” mobile phones to the Indian population. The company’s product portfolio includes feature phones ranging from

Rs 1,249 to Rs 2,999. Anand says that through its affordable product range, the company has taken a step towards catering to the needs of the less-privileged section. “These phones are value for money. JIVI knows and understands the amount of hard work that this section of society puts in. No frills and only the right amount of features make these affordable phones a wise cho­ice for people who want to inv­est their hard-earned mo­n­ey on something worth their sweat. Every feature that is pr­esent in the phone has been made keeping in mind the requirements of the people falling in this category and un­derstanding their mindset. Our brand promises to offer mobility solutions that stand on three firm pillars – on the go, durability and cost effectiveness,” says Anand. He asserts that there has been no compr­omise on innovation while ke­eping the cost factor in check.

In line with the government’s “Make in India” initiative, JIVI Mobiles has set up two manufacturing facilities with an investment of Rs 2 billion. The first facility at Mahipalpur in Delhi caters to the northern and eastern regions of the country and has a manufacturing capacity of

0.7 million phones per month. The second facility, at Lonavla in Maharashtra, caters to the southern and western parts of the country and will be operational in the coming months. “The purpose of setting up these manufacturing facilities is to save on import duties and hence cut manufacturing costs by 10-15 per cent. We would pass on the benefit to our customers,” explains Anand.

He has also been instrumental in creating the home TV vertical of Magicon Im­pex, JIVI Shoppe. He is actively involved in deciding, finalising and executing its business strategy.

A commerce graduate, Anand has won a number of awards and recognitions for his disruptive sourcing and business strategies.