WHAT'S IN ANAME
Business Today India|May 14, 2023
MANY LEADING CHINESE SMARTPHONE MAKERS IN THE INDIAN MARKET HAVE LAUNCHED SUB-BRANDS OR SECOND BRANDS TO APPEAL TO NEWER DEMOGRAPHICS. WHAT LIES AHEAD?
NIDHI SINGAL & ABHIK SEN
WHAT'S IN ANAME

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.

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.

FLERE HISTORIER FRA BUSINESS TODAY INDIASe alt
Pension Scheme - Safety Net
Business Today India

Pension Scheme - Safety Net

The move to introduce the UPS has evoked mixed reactions. Analysts believe its funding will have limited impact on the fiscal math

time-read
4 mins  |
September 29, 2024
The Reit Choice?
Business Today India

The Reit Choice?

Real Estate Investment Trusts (Reits) Are Gaining Traction As Interest Rates Stabilise. But Returns Could Be Affected By Adverse Economic Conditions And Market Volatility

time-read
7 mins  |
September 29, 2024
CORPORATE - Calling to Account
Business Today India

CORPORATE - Calling to Account

The sudden exit of Byju's auditor BDO marks the latest in a long series of setbacks for the edtech firm

time-read
1 min  |
September 29, 2024
EMPLOYMENT: Skills Push
Business Today India

EMPLOYMENT: Skills Push

The skill development ministry plans to partner with the UGC to improve the employability of undergraduates

time-read
1 min  |
September 29, 2024
Building on a Vision
Business Today India

Building on a Vision

L&T'S CHAIRMAN EMERITUS A. M. NAIK HAS BUILT A MAMMOTH ENTERPRISE THAT IS BUILDING A NEW INDIA, FROM ITS METRO RAIL SYSTEMS TO THE RAM TEMPLE

time-read
2 mins  |
September 29, 2024
"KYS more important than KYC"
Business Today India

"KYS more important than KYC"

Vijay Kedia is a renowned equity investor; the value of his listed portfolio stands at around ₹1,750 crore

time-read
1 min  |
September 29, 2024
ROXX STAR
Business Today India

ROXX STAR

THE THAR ROXX COMBINES LUXURY WITH PERFORMANCE TO MAKE A STRONG STATEMENT IN THE MID-SIZE SUV SEGMENT

time-read
2 mins  |
September 29, 2024
HIT THE GROUND RUNNING
Business Today India

HIT THE GROUND RUNNING

Smartwatches have become indispensable tools for runners, offering real-time insights into pace, distance, heart rate, and more. Here are a few you can consider

time-read
2 mins  |
September 29, 2024
TURNING THE TABLES
Business Today India

TURNING THE TABLES

INDIA'S FURNITURE MARKET IS POISED FOR A GLOBAL TAKE-OFF. ALREADY, A HOST OF GLOBAL BRANDS HAVE MADE THE COUNTRY THEIR HOME, BUT INDIAN COMPANIES ARE NOT TOO FAR BEHIND

time-read
7 mins  |
September 29, 2024
THE EVOLUTION OF ATHERA
Business Today India

THE EVOLUTION OF ATHERA

IDENTIFYING OPPORTUNITIES IN ADVANCE HAS STOOD THIS BENGALURU-BASED VC FUND IN GOOD STEAD. NOW, WITH A HEIGHTENED FOCUS ON TECHNOLOGY, IT WANTS TO SUSTAIN THE SUCCESS

time-read
7 mins  |
September 29, 2024