MAM
Jivi Mobiles marketing budget 5 per cent
NEW DELHI: Jivi Mobiles, a division of Magicon Impex Pvt Ltd, proposes to spend five per cent of its total investment into marketing of its mobiles.
Jivi Head Marketing Harsh Vardhan told indiantelevision.com that the company is only advertising on FM and in newspapers at present in view of its target to reach rural audiences as the mobiles launched by it are not smart phones. However, it will ultimately go 360 degrees in its campaign at a later date. At present, Jivi already has the Jivi Shoppe channel on Dish TV (209) and Reliance (313).
Jivi Mobiles CEO Pankaj Anand said that seventy to seventy-five per cent of the parts of its mobiles are still imported from China, but was quick to add that the country had the potential to produce all the parts if the government gave the right incentive, including increasing the duties on imported parts.
Earlier, Jivi announced the launch of seven feature mobiles ranging between Rs 699 and Rs 1199. Anand said this had become possible because of the encouragement given under the Make in India scheme.
Demonstrating style combined with advanced technology, the devices aspire to be the ideal companion for people who are looking for offering seamless and enhanced user experience at an affordable price.
Anand said “We are one of the very few companies in the country to offer such a wide range of feature phones at these price points. All our devices and chargers are Bureau of Indian Standards (BIS) approved. The products would be ‘Made in India’, in our newly opened facility in Delhi. ”
JIVI Mobiles is setting up two new facilities with an investment of Rs 200 crores. JIVI Mobile first factory is in Mahipalpur, New Delhi, built up on an area of 15000 sq. ft. which would cater to the north and east India demand of JIVI Mobile phones. The facility in Mahipalpur will have a capacity to roll out 700,000 phones per month and it employs some 350 employees in the first phase.
The second facility of JIVI Mobiles is located in Lonavla, Maharashtra, to cater to the south and western parts of the country and would be operational in the coming months.
“This investment of Rs 200 crore in our manufacturing units would be made in phases and would have a capacity to generate employment for nearly 1000 skilled workers over a period of time. The purpose of setting up these manufacturing facilities is to save on the imports duties and hence cut on the manufacturing cost by 10 to 15 per cent. We would pass on the benefit to our customers.” He said there were over 550 service centres all over the country with eighty per cent of them being in rural areas.
The company proposes to tap the huge potential for feature phones in the country and manufacture all its devices in India in the days to come. Jivi Mobiles would be manufacturing battery, chargers and handsfree in India to cut the cost of duty which is 29.5 per cent currently. The benefits would be passed on to the customers.
Answering a question, he said the phones at present only had the option of Hindi and English but would soon have other languages as well. Every feature phones comes with a scheme of ‘Dugni Bachat Dugna Fayada’ – free LED bulb – 9W.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
