B&E: What factors have worked for you in India?
VT: We have been in the Indian market for 14 years now, and believe that our foresight and belief in the country and commitment to the telecom market, along with work with the government have helped grow the telecom industry. Nokia devices today straddle a comprehensive range of products at every price point for all segments. India is not only its second largest market globally, but is also one of the only three countries, where Nokia has an end-to-end presence, including a manufacturing unit, R&D centres and over 10,000 employees.
B&E: What strategy did you adopt in the initial days to help you penetrate the Indian market?
VT: Nokia had a holistic approach towards developing the market and growing its consumer base. Our strategy has hence been focused on investing before time, understanding different consumer needs, building a strong product portfolio that caters to all segments of the market and making our products and services relevant to the Indian market. We were the first to invest in setting up a robust distribution network, to understand the potential of having an effective after sales network. Today, our reach and scale is amongst the best in consumer durable industry, let alone handset industry. Nokia has 1,90,000 outlets and a retail point for every 20 sq. km and 800+ centers across 400+ cities.
B&E: What, according to you, are the biggest strengths for Nokia India ?
VT: One of our greatest strengths has been our power to localise our products and services. In India we have used our understanding of the Indian consumer to create handsets, applications and services that answer the needs of the consumer and deliver value.
VT: We have been in the Indian market for 14 years now, and believe that our foresight and belief in the country and commitment to the telecom market, along with work with the government have helped grow the telecom industry. Nokia devices today straddle a comprehensive range of products at every price point for all segments. India is not only its second largest market globally, but is also one of the only three countries, where Nokia has an end-to-end presence, including a manufacturing unit, R&D centres and over 10,000 employees.
B&E: What strategy did you adopt in the initial days to help you penetrate the Indian market?
VT: Nokia had a holistic approach towards developing the market and growing its consumer base. Our strategy has hence been focused on investing before time, understanding different consumer needs, building a strong product portfolio that caters to all segments of the market and making our products and services relevant to the Indian market. We were the first to invest in setting up a robust distribution network, to understand the potential of having an effective after sales network. Today, our reach and scale is amongst the best in consumer durable industry, let alone handset industry. Nokia has 1,90,000 outlets and a retail point for every 20 sq. km and 800+ centers across 400+ cities.
B&E: What, according to you, are the biggest strengths for Nokia India ?
VT: One of our greatest strengths has been our power to localise our products and services. In India we have used our understanding of the Indian consumer to create handsets, applications and services that answer the needs of the consumer and deliver value.
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
and Arindam Chaudhuri (Renowned Management Guru and Economist).
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