14-08-2017 My Mobile
American handset brand NUU Mobile has forayed into India with ambitious growth plans. Sarabjeet Singh Saluja as the Director, NUU Mobile India has the onerous task of leading the company’s marketing and sales in this large but highly competitive and cluttered market space. Prior to joining NUU Mobile, Mr Saluja was associated with major telecom brands such as Motorola, Siemens and Haier. In an interaction with My Mobile, Mr Saluja dwells upon company’s marketing and expansion plans. Excerpts…
Please tell us about your company and its journey to Indian market.
NUU mobile was founded in the US in 2010 to develop high-end smart phones. We opened a small R&D team in Minnesota US where we tested our product in the most challenging, competitive and technological advanced environment and there is we realized our potential and gained strength to expand further. In 2012, NUU Mobile began an ambitious International expansion project and steadily expanded across the globe from the US – London to Hong Kong, Miami to Tokyo, Amsterdam to Jakarta and now in India.
How do you see the challenges and opportunities here?
There is a lot of opportunity for a brand in India as it is one of the world’s 2nd largest dynamic and growing smartphone market. If one can successfully overcome and touch the Indian consumer mindset, then sky’s is the limit. We as an American brand have closely done our homework on the taste of Indian consumers and have come up with tailor made designer lean and eye-catching quality Android Smartphone’s. It’s a great culmination of the hardware and design work the company has been perfecting over the past few years with customer oriented products and that’s how we distinguish our self. Our endeavor is to provide “the best service and quality to our customers”
As India is a large and diverse market, what would be your strategy to penetrate and make your niche?
Our strategy will be to be aggressive and have footprint deep inside the Indian market. There are some quite exciting marketing strategies in place. Our focus will be on delivering quality products; combined with quality customer service.
How are you going to position your brand?
Innovative, Premium and Good – Looking Designer Smartphone’s is what we would like to get perceived as. Our phones are Slim, Sleek and light in weight. To compliment the features our key focus would be on Customer Service.
Q: Any plans to set-up R&D and manufacturing unit in India?
We are a US based company and our existing R&D team is working since last 6 months on the designs specifically for the Indian Market. We are keen to open our R&D infrastructure in India in the near future. Our aim is to become the most trusted smartphone manufacturer who provides customers with solutions and technology that meet their needs.
Despite being a large and growing market, Indian market is now quite cluttered and competitive. So how are you going to take on the competition?
The Indian smartphone market is quite diverse. In the past few years there has been drastic changes in technology and ideology in the Indian market which gave us a leverage to step in with advanced phones with cutting edge designs. Within Digital India eco-system, smartphone being a necessity, our core focus would be to sell quality and reliable smartphones which will distinguish us from the rest. We will give quality products with unique services and that would be our key advantage in winning customer loyalty.
What is going to be your distribution and channel strategy?
Our distribution and channel strategy will be focused purely through offline market. Our products will be available in stores from July2017onwards. We want the customers to get the look and feel of the product before making their purchase decision.