Return of Indian Tech Brands: Is it really this time?

Copyright © HT Digital Streams Limit all rights reserved. Operate Shouvik Das 3 min Read 29 Apr 2025, 05:30 Hours IST in smartphones, Lava has a 1% market share, which grows at a double-digit rate at a year-on-year. Summary Today, most smartphones are put together locally, which means that the quality and cost of scale gaps are much lower. Lava, which accounts for 1% of all smartphones sold in India, aims to win 10% of the market within five years. Lava is not alone: ​​of late, Indian brands Micromax, BPL and Onida all see a sluggish uptick in sales and recognition. What leads to their return? Read also | Why Pakistan’s trade ban is more healthy than anger, is this return a sudden relationship? The return to the favor of homemade technology and electronic brands has been on the maps for more than five years. Micromax, which led the overall cellphone sales in India in June 2014 only at the beginning of a boom in smartphone sales, is, according to an operating manager, a return with various electronic categories. Lava also talked about the stir of its market presence last month. In TVs, BPL survived by its brand name to an Indian manufacturer – Noida’s Videotex. Favorable government policies help the brands with incentives, giving them an onus to return to the market. Read also | IMF says the US will avoid a recession. How? How long can the return last? This is just the beginning. In 2014, Indian technical brands still had a significant market share. Now India plays a role in global manufacturing. At the time, most phones and other devices were compiled abroad and imported here. Indian brands, which are unable to keep up with the low cost of Chinese manufacturing and innovation, have disappeared by 2017. Today, most smartphones are put together locally, which means that the quality and cost of scale gaps are much lower. It gives Indian brands a more level playing field with global peers. Making technical components locally can help their case further. Read also | Can a rejike help when the chips are off? How big is the difference at the moment? In smartphones, Lava has a 1% market share, which grows at a double-digit rate year-on-year. In TVs, Indian brands such as BPL and Onida make up less than 5% of the market, while more than half of the market is covered by Chinese, Korean and Japanese brands even today. It is only in smart watches that homemade brands have an edge over global competitors. Can Indian brands really compete? The biggest distinctive factor is that foreign brands usually spend far more than Indians in research, design and patents, giving them freedom of industry, higher margins, and the ability to address users with different experiences. Indian brands started spending more on R&D and focusing on design and patents, but according to their own key managers, they are still far from global peers. Local brands should also get rid of a preconceived notion that everything they build should be ‘cheap’. Will the export be on the cards as they grow? It is not impossible. Portable brands such as boat and noise sold in some foreign markets. But both are still based on low-margin manufacturing, without a leading patent such as Apple and other work. For smartphones, this can be an even more difficult task in a crowded market. To be sure, Micromax and Lava have their own production lines through subsidiaries, giving them flexibility of costs. Exports will not be out of the question, but to expand in the local market will be the key before it goes worldwide. Catch all the industry news, bank news and updates on live currency. Download the Mint News app to get daily market updates. More topics #android -slimpphone #android -telefone #technology #news #india #primer coin specials