India is a heterogeneous market and is very dynamic and changing, says Sumit Sehgal of Comio India

Comio, the Chinese smartphone brand, has made its debut in the Indian market by launching three smartphones. Manufactured by Topwise Communications, the main aim behind introducing the new smartphones is to cater to the mid-level segment, one of the fastest growing in India today, and to connect with the youth.

Apart from launching its flagship handsets, S1 and P1 and C1, which are priced at Rs 8,999, Rs 9,999 and Rs 5,999, respectively, the brand has also come up with its after-sales service where it will be offering 30 days to its customers to upgrade the old smartphone and will also be providing 40% return on old Comio phone.

Apart from that, the brand would be launching its first campaign soon, ‘Don’t listen kar daal’. The campaign is based and inspired by today’s youth as they are willing to go on risks and to think beyond the ordinary. The campaign will be reaching out to the youth through social media channels and on-ground activations.

Sanjay Kumar Kalirona

Speaking about the launch, Sanjay Kumar Kalirona, CEO and Director, Comio India, said, “Entering as a new player in the smartphone market, consumer satisfaction and delivering premium quality products are our main strategies to fuel the establishment of Comio in India. Our clear vision is to be the leader in the mid-segment smartphone category in India and create a strong offline brand. Over the course of the first year, we will build a strong foundation for the brand based on the three strategic pillars- innovation, partnership and great people. We are in India for the long run and will contribute to the nations ‘Make in India’ initiative.”

Sumit Sehgal

Speaking about the brand, Sumit Sehgal, Chief Marketing Officer, Comio India, added, “We are a brand that wants to work very closely with the youth, we want to lead their lives, culturally be with them and understand their sentiment. There are tons of examples in the country today of people that have gone with their heart, taken the risk and today are a big success stories. Through our very first campaign, we will build a relationship with the youth and connect with them one-on-one.”

Why Indian market?

The company has plans to reach their target market in a focused manner. Till the brand reaches the national level, it will focus on communication mix. The marketing mix of the brand will talk about Comio in the community and also regarding the bonding with the youth. Not just BTL activities, it will also be doing a lot of one-to-one interactions with the youth, the company said.

Comio was launched in China in 2015 and India is the second market they have entered. The main idea behind entering India is that there is huge potential and it’s a growing market and replacements happen every year for Rs 6,000- Rs 10,000 category phones.

“Comio was only in China till now, and now we have entered India as it is a heterogeneous market and is very dynamic and changing. Here we can analyse the consumer culture, youth behaviour, youth habits, customisation and relationship building,” added Sehgal.

Mid-segment smartphones

Coming up with the mid-segment smartphone range, Comio has plans to be the top player in the particular category in the next two years. The company is targeting 17-25 year old males and females living in tier 2 and tier 3 cities. Sehgal said, “We want to be leader in Rs 6000- Rs 10,000 range and aim to gain a preferable brand status for the consumers in that particular market. Around 40% of the market is still in that category and is growing continuously.”

Comio has no plans yet to come up with its premium range of phones as they are just focusing to fortify their position in this segment first. In the next coming years, the brand aspires to become one of the market leaders in the mid-segment range.

Marketing strategy

Usually smartphones brands prefer aggressive marketing. Would they go the same way in marketing your brand?

Sehgal said, “We are a smartphone brand so we will do smart marketing. We don’t want to be aggressive, we will be focused and deep. We will be really aggressive regarding targeting the right guy and building an ecosystem for the customers.”

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