“BlackZone becoming a preferred choice for individuals keen on making a style statement”

• 15 Apr 2024
• TM Team
• 0 Comments

BlackZone Mobiles stands as a prominent mobile phone brand in India, marking its inception in 2001 with a mission to introduce technologically superior products to the Indian market, all at affordable prices. Over the years, the company has not only diversified its offerings but has also ventured into the realm of smartphones, smartwatches, and an array of mobile accessories such as TWS, earbuds, Bluetooth speakers, and neckbands. BlackZone Mobiles products are readily available through various channels, including popular online platforms such as Flipkart and Amazon, as well as brick-and-mortar retail stores and the brand's official website. This strategic availability ensures that customers nationwide can easily access and experience the innovative and affordable mobile solutions offered by BlackZone Mobiles. In an interaction with Mr. Kannav Thukral, Managing Director, Blackzone Mobile, about the company's position and  expansion plan.

In the midst of a fiercely competitive and ever-changing market landscape, how do you envision your company's position and trajectory?

We aspire to distinguish ourselves through a fusion of superior quality, affordability, and customer-centricity. Prior to the inception of the BlackZone Mobiles Brand, our company operated as a trading entity in the mobile phone market, amassing over a decade of invaluable experience in understanding the dynamics of demand, supply, and customer preferences. This extensive knowledge has been instrumental in curating the diverse range of mobile phones currently offered under the BlackZone umbrella.

We firmly believe that innovation is the cornerstone of success in our industry. Therefore, each phone we introduce is meticulously crafted to be visually appealing, cost-effective, and feature-rich. Our phones have garnered admiration for their uniqueness, becoming a preferred choice for individuals keen on making a style statement. We are committed to sustaining this approach, confident that it will set us apart from competitors.

Furthermore, our comprehensive understanding of the Indian market, particularly in Tier 2 and Tier 3 cities, provides us with a distinct advantage. This familiarity with the nuances of these markets further strengthens our position and enhances our ability to cater effectively to diverse consumer segments.

Given the prevailing demand for Android smartphones, what drove your decision to introduce feature phones in the current market scenario?

The demand for Android smartphones continues to soar, with projections indicating sustained growth. However, amidst this surge, it's imperative to consider the crucial aspects of diversity and inclusion within the Indian population. Are all individuals’ equally comfortable using smartphones? Can everyone afford to own one? Do privacy concerns hinder widespread smartphone adoption?

Drawing from our extensive experience, we've come to recognize a significant shift in the use case of feature phones over time. These devices are now embraced not only by tech-savvy individuals but also by seniors, children, and residents of remote areas where access to affordable broadband remains limited. Feature phones offer the convenience of QWERTY keypads along with basic internet connectivity, making them inclusive tools for connecting individuals from all walks of life and providing access to the ever-expanding realm of communication.

How does BlackZone Mobiles ensure meticulous quality control and unwavering customer satisfaction throughout the entirety of its manufacturing and distribution operations?

Nestled in Kundali, Sonepat, Haryana, our state-of-the-art manufacturing facility stands as a testament to excellence. Here, we not only produce our own brand of mobile phones but also engage in original equipment manufacturing (OEM) for other esteemed brands. The invaluable insights gained from our OEM endeavors have significantly enriched our product design processes for BlackZone Mobiles.

Furthermore, we place immense emphasis on the training and development of our factory workforce. Every aspect of our production process demands the utmost precision, and thus, our team undergoes rigorous training to ensure seamless execution. Notably, our workforce comprises 70% women, who play integral roles across various departments, particularly in maintaining our stringent quality standards. We believe in Women Power.

In terms of distribution, we have fostered robust relationships with our business partners across remote areas of India. This extensive network enables us to reach even the most far-flung regions, ensuring widespread accessibility to our products. Additionally, we have established a continuous feedback mechanism to stay attuned to evolving market dynamics and customer demands, thereby facilitating agile responses and enhancing customer satisfaction.

Is your focus primarily on internal research and development for mobile technology advancement, or do you seek collaborative ventures with external entities for technological procurement?

Currently, our primary focus lies on internal research and development efforts, driving us to introduce innovative products nearly every quarter. However, we remain receptive to the possibility of collaboration in the future.

Can you provide insights into any plans for expanding manufacturing facilities? If affirmative, what location is being considered for this expansion?

Currently there no immediate plans to expand the manufacturing facility as we have the capability to expand production capacity in the current set up. Though considering the demand scenario, we may consider expanding manufacturing in North and eastern parts of India.

What strategic approaches does your company employ to effectively compete in the highly saturated mobile market, particularly against multinational corporations?

At the core of our strategy lies an unwavering commitment to customer satisfaction and product excellence. Through our extensive network of distributors, we have endeavored to connect with a wide audience, ensuring accessibility to our products in most cities across the country—a feat unmatched by others. As a proud Made in India brand, we consider ourselves the people's phone, prioritizing direct communication with our customers through our trusted partners to truly understand their needs.

Unlike relying on generic surveys, we believe in the value of personal feedback from our customers, allowing us to make tailored adjustments that resonate with their experiences on the ground. By prioritizing real-world insights, we strive to deliver a remarkable customer experience—one that goes beyond expectations and adds genuine value. For instance, we recognize the importance of vernacular languages and have incorporated support for browsing in regional languages in our phones. Additionally, we have plans to include curated playlists specific to each region, enriching the user experience.

These concerted efforts underscore our commitment to seamless operations, propelling us toward continued success.