Can the launch of smartphones under its own brand name by Finnish company HMD Global - despite having a licence to use the Nokia brand which it bought from Microsoft - help it regain its once dominant position in the mobile phone sweepstakes in India, where it was once routed? In 2009, Nokia was the country's largest MNC with revenues of $4 billion and a market share touching 80 per cent in 2010. After this, its fortunes fell. Although it had been the first global player to set up an assembly plant, not only to assemble phones for the local market but for exports, it had to shut down operations in 2014.
Nokia Technologies will receive royalty payments from HMD for sales of Nokia-branded mobile products, covering both the brand and the intellectual property rights.
Finnish phone manufacturer Human Mobile Devices (HMD Global), which acquired the Nokia brand name from Microsoft, is planning to make India a key manufacturing hub for its phone exports. The company only began exporting late last year with the Nokia 105 Classic. What started mainly with feature phones will now extend to smartphones - it announced the global launch of models under the HMD brand for the first time a few days ago and these will be available in India too.
Nokia has managed to enter the top-five list in the feature phone market within six months of its comeback
"All the products that we have announced -- Nokia 3310, Nokia 6, Nokia 5 and Nokia 3 -- will be available in the second quarter of this year in India. Average global selling price for Nokia 3310 is 49 euros," HMD Global Oy Chief Marketing Officer Pekka Rantala said.
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With 8.5 per cent market share in the quarter ended September 2017, Nokia makes it to the top four bestselling feature phones in India.
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To beat its rivals, Nokia has done what most Chinese brands did soon after they entered the Indian market. Tied up with a well-known Bollywood actor as endorser, associated with cricket and established fan engagement initiatives, reports T E Narasimhan.
Apart from the growing adoption of the internet in the country, brands are drawn to the agility of the medium, its targeted and data driven approach and the increasing cost of offline channels for sales and distribution.
What is driving the digital-first approach of traditional, legacy brands? Apart from the growing adoption of the internet in the country, brands are drawn to the agility of the medium.
The growth in imports was led by product categories such as diagnostic items, ultra-sonogram machines, MRI and ECG apparatus, syringes with needles, suture needles, digital thermometers, malaria diagnostic kits, and hearing aids.
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