NxtCell India Commits USD 30 Million to Relaunch Alcatel Brand in Indian Market

NxtCell India is investing USD 30 million, around Rs 260 crore, to bring back the Alcatel brand to India's mobile phone market after a seven-year hiatus. The focus will be on creating smartphones with distinct features for both Indian and global consumers. The Alcatel brand is managed by TCL Communication from China under a trademark licence with Nokia.

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Atul Vivek, NxtCell India's Chief Business Officer, stated that the company has secured authorisation for the Alcatel brand in India and will oversee all related operations and production. "As of now, we are setting up the manufacturing plants, maintaining our supply chain etc. We have an initial investment plan of USD 30 million but the rest of the plans will purely depend on the kind of responses we get, the kind of models that we decide to launch," Vivek said.

Focus on Indian Market

The company sees significant potential in the Rs 20,000-Rs 25,000 price range and plans to introduce smartphones with styluses, typically found in devices costing over Rs 80,000. Alcatel has teamed up with Flipkart to sell these smartphones online. "We will sell our smartphones on both Flipkart's main platform and its quick commerce arm FK Minutes as well," Vivek mentioned.

NxtCell India aims to expand into other consumer technology sectors and export from India based on market feedback. Vivek expressed confidence in succeeding in India, stating, "We honestly believe that if you are able to crack India, which is one of the toughest consumer segments in the world, then there is no power in the world that can stop you."

Manufacturing and Partnerships

The company has partnered with a major electronics manufacturing services firm in India to produce these smartphones locally. Although the firm's name remains undisclosed due to its listed status, Vivek assured that they have a robust supply chain team working closely with them to make new technology accessible and manufactured within India.

Alcatel plans to launch its made-in-India smartphone by late May or early June. The company is committed to investing heavily in manufacturing, supply chains, marketing, and distribution channels within India. "We are not here to play a very short inning. We are geared up in terms of our investments and infrastructure to play a very long innings and become a formidable player in the Indian market," Vivek added.

Digital Strategy for Young Consumers

Alcatel's strategy targets young Indian consumers through digital-first approaches and innovative marketing campaigns. "We will appeal to the new young consumers of India and therefore our strategy will be digital first," Vivek explained. The company aims to establish itself as a strong player in India's competitive market by leveraging these strategies.

Vivek highlighted their global ambitions for Alcatel starting from India: "Also for Alcatel, India is the one where we are starting. We have global ambitions to make Alcatel one of the brand manufacturers in India for the world philosophy." This initiative marks a significant step towards achieving their vision for Alcatel's growth globally.