Intex Technologies partners Softlogic Communications to capture major share in Lanka’s mobile market

• Launches five new phones to Sri Lankan market, expects a growth of 10%
• Intex optimistic to enter consumer durables market by the end of the year
• Joint venture intends to sell over 50,000 mobiles per month
• Softlogic says mobile market is huge, records Rs. 1.4 b turnover per month

 By Charumini De Silva

Intex Technologies, India recently announced its strategic partnership with Softlogic Communications Ltd to aggressively tap into 10% market share of Sri Lanka’s four million mobile handset business.

The joint venture launched a series of 4G-Volte Smart Phones and Feature Phones marking Intex’s entry into Sri Lanka’s market, This include Intex’s highest selling feature phone models – Eco 105, Killer+ and Ultra 4000i and its latest smartphone models – Aqua A4 and Aqua Lions 4G.

Commenting on the partnership Intex Technologies Head – International Business Vishwas Agarwal said they were delighted to start a new chapter in Sri Lanka and with a heavyweight partner like Softlogic they are encouraged and thrilled to gain their footprint in the market.

“Intex in its first stint had created its market and become a major player, but this time, we have returned as a force to reckon with. Our main objective is to capture a greater market share Sri Lanka. We are confident that with our diverse and innovative product portfolio and brand presence in India, we are bound to achieve our set targets,” he added. Banking on Intex’s product, quality and price Agarwal expressed his confidence to record an 8% to 10% growth within the first 10 months in its business in Sri Lanka. The phones will be priced in the Rs. 2,000 to Rs. 15,000 range, which commands 80% of the market.

With a production capacity of 2.5 million mobile phones per month, he said their main export focus is SAARC. In addition, the company has also ventured into other markets including Middle East, Africa, Russia, Spain and Vietnam.

He also pointed out that the company focuses on local requirements of every market they are present and cater customised products based on country requirements.  

While Intex mobiles will be the ground for other products to come in Agarwal said by the end of the year they hope to launch a range of LED TVs and air conditions to Sri Lankan market.

Softlogic Holdings PLC Executive Director Ranjan Perera said they were glad to join hands with Intex Technologies on a long-term relationship, a trustworthy handset supplier based in India to expand their brand offerings to its customers.

Noting that Softlogic has a monthly turnover of over Rs.1.4 billion from mobile sales, he asserted that they intend to sell 50,000 Intex handsets per month. “The mobile market in Sri Lanka is huge and growing, but of course you need a proper structure in place to cater as well. I have an army of 1,800 dealers islandwide that contributes a turnover of over Rs.1.4 billion per month,” he added.

Perera said around 85% of their sales are generated from retail business while the balance 15% is from operator business and corporate business.

Stating that Softlogic is regarded undisputed leader in mobile business in Sri Lanka he said they have over 50% market share at present. “Intex is established as one of the most affordable handset brands with the entry level, smart, and feature phones available at affordable prices. This brand will further strengthen Softlogic Communications’ position in the affordable handset market.”

However, with a range of new brands and products flooding into the market Perera admitted that they might need to eat into someone else’s or to one of their own markets as the market is not expanding as fast as they expect it to be.

Intex is an established affordable brand in India, known for democratising smartphones for all, especially the youth with its innovative, competitively priced products and a superlative service experience. As per IDC’s Q4 2016 report, Intex was rated the number one Indian mobile handset player commanding a market share of around 10%.

Eco 105 and Killer+ are 4-inch and 4.5-inch models that have the multiple languages features including Tamil and Sinhalese (in Killer +), a big battery of 800mAh and 1800 mAH, Auto-Call recorder and an expandable memory of up to 32GB. The Ultra 4000i, on the other hand, possesses a very powerful 4000mAh battery that makes the feature phone into a virtual Power Bank and is also powered with 6 LED torch lights that can illuminate a dark area like sunlight. The 2.8-inch display phone has big contact and call log memory.

In the smart phone segment, Aqua A4 and Aqua Lions 4G are the latest 4G-Volte models designed for data savvy youth and are high on power & performance. The Aqua A4 model is the lowest priced Android 7 OS powered smart phone and also has the multiple language feature including Sinhalese and Lions 4G with its stylish looks has a host of innovative VAS APPS for the user such as MiFon Security for protection of device, Tap & Buy for Artificial Intelligence (AI) to make online shopping smarter and easier and the QR Code Scanner allowing users to use QR codes conveniently through a QR code reader/scanner application feature, primarily done through rear or principal camera.