Spice Mobility has formed a joint venture with Chinese handset maker Transsion Holdings to launch smartphones, targeting customers at a price range of less than Rs 10000 that is currently dominated by local players such as Micromax and Lava.
Spice is looking at selling these feature and smartphones, currently to be made in China, through its stores across India. The offline strategy would also help it penetrate smaller town markets, where consumers are price sensitive.
Lin Qin, VP, Transsion Holdings, said, "Our new brand (Spice) is targeted towards a young and stylish consumer with a new tagline 'Make sharing better' for Spice."
While the five feature phones in the new range will cost between Rs 850 to Rs 2000, the smart phones will cost up to Rs 9500. The brand expects a pan-India presence within 18 months.
Transsion says that it is looking to strengthen its brands through aggressive marketing offline and online and building products for India.
Qin said, "Our engineers are keen on getting consumer feedback to improve our offerings and we will look at offering the best service in the industry."
He said that they are keen on 'making for India' and graduate to 'make in India' after that.
He further added, "For us, India is one of the top priority markets. We will focus on delivering high quality products to customers. We don’t see our other brands being impacted by the addition of ‘Spice’."