Lava mobiles ropes in Mahendra Singh Dhoni as brand ambassador

According to a recent report by Counterpoint Research, the company was the fastest growing Indian smartphone brand globally in 2015

BestMediaInfo Bureau | Mumbai | April 11, 2016

MS Dhoni in upcoming Lava ad. Picture tweeted by @meajay

Lava International Limited, a leading player in the mobile handset industry, has roped in India's national cricket team captain, Mahendra Singh Dhoni, as its brand ambassador.

The partnership comes at a time when Lava is at a cusp of a next level of growth, with an increasing market share in the Indian mobile handset industry. A recent report by Counterpoint Research, based on the Quarter Four 2015 (October – December) performance of the handset manufacturer, mentions Lava International Limited as the fastest growing Indian smartphone brand globally in 2015.

Dhoni will be the new face of Lava's multi-channel marketing campaign, as well as brand engagement activities. Lava International aims to strengthen its brand identity through the association, as the most trusted and reliable mobile handset brand in the Indian mobile handset industry. The company feels that the association would enhance the industry recognition it has received for its product quality and after-sales service.

Solomon Wheeler, Vice President and Head - Marketing and Communication, Lava International Limited, said, “This announcement is a milestone in Lava's growth story. We are very proud and privileged to be associated with M. S. Dhoni. Lava stands for reliability which stems from integrity, passion for excellence and innovation/adaptability, core values of the organization.   M. S. Dhoni epitomizes reliability and Lava Values both as a person and a sportsman. Hence, there was a natural connect between both the great brands which resulted in this association. Bringing him on board, strengthens our resolve to offer trusted and reliable products and services to all our consumers at all times.”

Speaking of the association, Dhoni, said, “Lava embodies the values, the ideas and the direction that every Indian brand must take in the 21st century. In a highly competitive mobile handset market, Lava stems out as a brand that differentiates itself through a compelling story, a commitment to stay relevant and high quality products and services. I am very happy to associate with Lava and look forward to working with them closely.”

Founded in 2009, Lava International Limited has become one of the fastest growing mobile handset companies in India. It earned a revenue of US $ 1.2 billion in 2014-15, which was more than 100 per cent growth over the previous financial year.

Aligning itself with the Indian government's 'Make in India' initiative, Lava has already set up its first manufacturing plant in Noida and plans to invest Rs 2,615 crore in a phased manner to scale it up to an annual production capacity of 216 million phones. Recently, Lava was declared the most trusted smartphone brand in product quality and after-sales service among all Indian mobile handset brands by Silicon India. The brand also bagged the 'Best customer experience team of the year award' in the consumer goods category in the 9th Loyalty and Customer Experience Awards conducted by Kamikaze B2B Media.

With its robust network of more than 1,115 distributors and over 1 lakh retailers, Lava has a strong foothold in the offline channel - as it is the only company with a single layer distribution model, wherein all distributors are directly managed and controlled by Lava. Most of the other mobile handset players who have a multi-layer super distribution model which leads to lesser control and poses higher risk.

The company has overseas operations in Thailand, Nepal, Bangladesh, Sri Lanka, Pakistan, Indonesia, Mexico, West Asia and Russia and is the top most smartphone brand in Thailand. Lava is the only company in the emerging ecosystem outside of China, to have an end-to-end control on product design, development, testing and manufacturing.

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