When you chase excellence, success follows. M tech Mobile has a similar story to tell. Ever since its inception, M Tech Mobile has focused on excelling in their product quality and service, which is why it has become a well-known name in many parts of the country. M Tech Mobile has over a period emerged as one of the fastest growing mobile brand in India. It has become synonymous to connectivity at affordable rates, bringing the country together with its high technology phones.
M Tech Mobile is a brand of M Tech Informatics Ltd. which has its headquarters in Delhi. An ISO 9001:2008 company, M Tech informatics Ltd got incorporated in 2010. M Tech Mobile has embarked on the journey of to provide its customers with products which are not only affordable but also have unmatched quality and after sales service. To realize this dream, M Tech Mobile spends a considerable amount on R&D of its product and market surveys.
In an interaction with Mobility magazine, Goutam Kumar Jain, Co-Founder & Executive Director, M Tech Mobile and Mr. Vivek Agarwal, Co-founder & Managing Director, M Tech Mobile, shares their company’s strategy and future plans.
Goutam explains, “So far our main focus has been mainly on feature phones. At present, we sell about 250,000 feature phones and 30,000 smart phones monthly. In other words, feature phones roughly form 80% and the rest 20% smart phones among our sales. We have our own service partners and we manage over 450+ service centres across India thru our 600+ distribution centres. We are giving 1-yr warranty on all our phones.
At present M Tech Mobile is present in 20 states in India. In the coming 6 months they want to reach other areas as well. Right now they have nearly 15 feature phone models and 5 smart phone models. Every month 5-6 new models are introduced by M Tech Mobile. Their focus markets for feature phones are mainly T2 and T3 cities.
Goutam shares, “Our feature phones are low-priced mass products with good quality and all the necessary features, but our products come with more affordable prices and attractive designs. Right now we have good presence in feature phone market and little in smart phone. To give variety to the consumer, different models of our feature phones come with different battery capacities like 1000 mAh, 1800 mAh and 2500 mAh. In the coming months, we want to focus more on smart phones. Our current 5 models of smart phones are priced in the range of Rs 2500 to Rs 8000. Right now all our smart phone models are 3G, but by the end of 2016 we want to launch 4G models.”
A company which wants be successful needs a good market strategy and also there is a confrontation between online and offline channels that the company needs resolve. Unless a company follows a balanced approach in regard to these two channels, there will be a lot of conflicts that can even affect brand’s image and success. In this regard, Mr. Agarwal says, “We have tow-format distribution system: one is super distributor format and the other is micro-distributor format. In some states, we operate thru super distributors and in some states thru micro-distributors. To motivate channel, we sell 100% of our products via white market channel partners and none in grey market. So channel partners have their margins fixed, no undercutting due to grey players. Next, all our models are also available online and offline, but we maintain price parity so that there is no clash between the online and offline channels. We directly control the online distribution whereas our offline distribution is through distributor channel.”
There are so many brands that are making survival difficult for many brands, unless the brands are very competitive. In this context, Mr. Agarwal asserts, “We have two manufacturing plants in Baddi, Himachal Pradesh. Since we are manufacturing in India under Make in India policy, we have cost advantage and no duty payments. Right now, we are manufacturing only feature phones. In a couple of months we will start manufacturing smart phones too in our plants. In fact in the coming years, due to Make in India and BIS, the grey market, which is a great nuisance at present, will gradually die. That is good for everyone.”
Regarding future trends and their company’s plans, Mr. Goutam explains, “Smart phone market is growing but feature phones still have their own market at present. It will take a few more years before smart phones take over completely. In the coming months and years, we will focus more on smart phone promotions, while we will continue to maintain good focus on feature phones. By 2017, we want that our feature phones and smart phones shares 70% and 30% of our total sale. In late 2015, M-Tech has launched a smartphone called ‘Jazbaa’ in association with the film ‘Jazbaa.’ It was a great success. Later this year, we will focus more on providing 4G handsets with better selfie cams, which will be the important future trends. In the coming years, we want to be among top 5 cell phones in India.”