DURING A RECENT visit to Delhi, 17-year-old Sunny Vohra from Punjab’s Guru Har Sahai in Ferozepur district, was fascinated by the smartphones his cousins were gaming on. Once back home, he couldn’t find the brand in any store; calling up stores in Chandigarh—nearly 230 km away—didn’t help. Finally, he called up his Delhi-based cousin to find out where to buy the phone. His cousin shared a few links; Vohra went online, and a slew of brands on e-commerce platforms—some of which he had never heard of—serenaded him with options. While he had been searching for a POCO phone, he bought one from iQOO, a brand he hadn’t heard of earlier, based on the positive reviews on the platform. The phone arrived, he unboxed it and found a charger with the vivo branding. That’s when he realised iQOO was from the familiar Chinese company’s stable. And many of his friends use vivo phones, which have responsive after-sales service.
Chinese smartphone firms have been wooing the Indian consumer for quite some time. Now, they have upped their game by launching phones packed with features like never before, but with separate branding, and at prices lesser than the bigger brands. You want a camera phone? I got one. You want one for gaming? I got one. You want long battery life? I got one. And customers are lapping them up. According to data from Counterpoint Research, second brands have steadily grown their market share in the past few years. In fact, realme—a brand from the OPPO stable—has surpassed the market share of the mother brand.
WOOING CUSTOMERS
Denne historien er fra May 14, 2023-utgaven av Business Today India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra May 14, 2023-utgaven av Business Today India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
The EV Craze
The country’s growing luxury car market is seeing a shift with environmentally-conscious consumers betting on electric vehicles as a sustainable travel option. Though just 6%, the share of EVs in the luxury segment is rising rapidly
The Storage Boom
Data centres are being built at a frenetic pace in india as companies scramble to meet the ballooning demand from mobile phone users and firms adopting al. Can the country’s energy infrastructure keep up?
India Beckons
Owing to rising incomes in India and overall wealth expansion, luxury brands are wooing the country like never before
The Pearls of The Sea
Caviar, that rare food, is considered the epitome of fine dining. Here is everything that you need to know about it
66.Brand persona should define the core"
I’d say this was a strategic pivot. We had an iconic brand, but had, over time, evolved into diversified lines of businesses that could no longer be represented within the confines of our ‘name’.
Unwind in Style
Here is acomprehensive list of top tech picks that help you unwind by blending perfection in performance with luxury
A Lifelong Affair with Inspiration
In my art journey, the diversity of my acquisitions mirrored the expanding horizons of my understanding of art
Make it Bubbly
Champagne is much more than just a symbol of celebration and success. Know about its nuances beyond the bubbles
Palatial Splendour
Buoyed by renewed demand, sales of the glitzy mansions of the ultra-rich are surging like never before. Real estate majors are looking to capitalise on this by launching luxury offerings in record numbers
Of Beaches and Cream
GianChand Single Malt Whisky