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Tezzbuzz Desk – Once again there is hope for the return of local brands in the Indian smartphone market. Union Minister Ashwini Vaishnav has said that the government has identified three such potential companies, which can create a strong Indian smartphone brand in the coming time. The government estimates that in the next 10 to 14 months any of these companies may launch their brand in the market. If this happens, then the memories of the old era of Indian mobile brands like Micromax, Karbonn and Lava may become fresh once again.

The Central Government is working towards promoting Indian technology brands along with mobile manufacturing in the country through the new Mobile Phone Manufacturing Scheme i.e. MPMS. Three potential companies have been identified under this scheme. However, Ashwini Vaishnav has not made the names of these companies public. They have indicated that they have the potential to create an Indian smartphone brand and by the middle of next year, one of these companies may emerge as a strong brand. India's smartphone market is currently dominated by big foreign companies. According to the latest data of CMR, four Chinese companies are included in the top-5 smartphone brands of the country. The names of Vivo, Oppo, Xiaomi and Realme are among them. Samsung is the only South Korean company included in the top-5. In such a situation, if any new Indian brand enters the market, it will face direct challenge from these established companies.

There was a time when domestic mobile brands like Micromax, Karbonn and Lava had a good hold in India. Especially Micromax had attracted a large number of customers by providing phones with better features at lower prices. These companies had a strong presence in the Indian market which was moving from feature phones to smartphones. But gradually Chinese companies like Xiaomi, Vivo and Oppo gained hold in the Indian market through aggressive prices, better features, marketing and strong distribution network. Now the challenge before the new Indian brands will be bigger than before. It will not be easy to achieve success in the market just by launching cheap smartphones. Along with camera, battery, processor, display and software, the quality and reliability of the phone is also important for the customers. Apart from this, after sales service also plays a big role in the success of a brand.

Chinese companies have set up service centers and distribution networks on a large scale in India over the last several years. New Indian brands will also have to provide strong customer support across the country. Also, it will have to increase its presence in both online and offline markets. At present, domestic brands like Lava are present in India and new names like AI+ are also visible in the market. In such a situation, the coming 10 to 14 months can be very important for the Indian smartphone industry. If the government's plan is successful and a new Indian brand is successful in winning the trust of customers, then 'Made in India' and 'Indian brand' can once again become a strong identity in the country's mobile market.