Mobiistar Aims to be Among the Top 5 Smartphone Brands in India


Mobiistar is a Vietnamese smartphone brand founded in 2009 provides affordable phones with uncompromised user experience to consumers. Mobiistar, already a leading brand in Vietnam, recently expanded to South East Asia and GCC countries. Based on the philosophy of ‘Enjoy More’, Mobiistar strives to capture hearts in India with the right technology, crisp designs, meaningful user experience, excellent service and their passionate attitude towards consumers.

Hardeep Singh Johar, VP-Sales, Mobiistar India, comments, “Entered as telecom operator, RJio providing cheap handsets has killed the feature phone industry. Jio’s Rs 1500 handset (502) is in fact a mini smart phone, where the consumer gets enough data. But the users cannot feel the comfort or get the experience using that data on Jio feature phone. So they try to upgrade often to entry level smartphones in the Rs 4500 to 5500 range. We are mainly focusing on this segment, where our smart phones at Rs 4500 to 5000 offer fantastic features, better specs and attractive looks features in this price bracket (though we have handsets in higher price-ranges too). The devices of other brands with similar features usually cost Rs 6000 to 7000 or more.”

Taking selfies by the users is one of the strongest trends in the market currently. Mobiistar, by understanding the consumer needs, has incorporated the best camera and features to meet the selfie-demands of the users. Mobiistar has designed the technology to offer the India-specific selfie experience. Providing affordability without any compromises, Mobiistar brings to life the fact that limitless enjoyment can be economical.

Regarding their channel strategy, Hardeep Singh briefs, “We do not go to consumers directly, but only thru our distributors and retailers. We are very cautious and systematic; we put our step forward only after judging accurately and planning well—be it the product design or market strategy. We design our products based on the firsthand feedback from the customers and the channel partners. Our main focus is on offline channel and we sell only a limited number of models online. When we meet our distributors and retailers, they felt that they were very happy with our products, their features and looks. In general, the partners want excellent features and attractive margins so that they can push the products and our products meet both these needs. Our products enjoy good reputation with our channel partners—now our partners are saying Mobiistar is the next star. At all-India level, we have presence at 20,000 retailers. We will be having 600 distributors across in India by the end of 2019. We have a tie-up with a good ODM who have their manufacturing plant in Bawal, Haryana with a capacity to roll out 15 lakh handsets a month. We maintain good balance between our availability and promotion; logistics and availability are not an issue for us. We did a lot of BTL activities in several states in India; they have all been successful yielding encouraging results. We will focus on ATL if and when we feel it is appropriate.”

Since the inception, Mobiistar focused on establishing an integrated approach and built the brand on the pillars of digital and mobile marketing keeping consumer research, product development and core technology at the foundation. At the core of the brand lies its vision to proliferate technology and make its mark in the markets it ventures into. Consumer sentiments are pivotal to the product and brand strategy of Mobiistar. Backed by advanced R&D department and marketing strategy, Mobiistar develops products that give best features at affordable prices.

“We studied and understood the challenges of marketing and availability at the early stages our journey and now we are well prepared and equipped to deal with the market demands and complexities. We will come up with more models of entry level smartphones in the coming year. We are also expanding our channel network, so that we can have pan-India reach. We want to be among the top 5 smartphone brands in India in the coming years,” concludes Hardeep Singh.