A brand always sustain in the market for long run by only bringing quality products, affordable price range and offering best service support. These aspects are key to hold customer’s faith and have long term relations with them. Lemon Electronics Ltd is one of the brands who are serving in this industry with their wide range of IT products. DT interviewed Mr. Kapil Chugh, Chairman & Managing Director, Lemon Electronics Limited. He shared his opinion about the market scenario and also about their overall journey in India. Find below his insights:
DT: As you started your operations in year 2008, so how has been your journey so far? What were your key achievements during the journey?
Mr. Kapil: We are continuously delivering our commitments in the market from last 10 years. Lemon Mobiles has always focused on customer satisfaction and quality of the products. Therefore, we have revamped the brand in the lineup with our next growth strategy in the Indian market. Our latest achievement would be increasing our production capacity in India along with a new R&D facility in China.
DT: Please brief us about your overall product line-up. How do you manufacture these products under affordable price point?
Mr. Kapil: Currently, its product portfolio includes the finest quality feature phones, smartphones, and LED TVs at a budget-friendly price. Aiming to capture a bigger pie of Indian smartphone market, the brand is planning to launch 6-7 new smartphones in 4K - 8K price range in the coming months.
The newly launched production facility will offer cutting-edge innovation to enhance the customer experience with ‘feature-led budget smartphones’. With an estimated investment of Rs 150 Cr, the proposed facility will be equipped to produce 1 million mobile handsets per month. Spread over 1.30 lacs sq/ft. area, the proposed facility will also have the capacity of producing 60K LED TVs per month.
DT: How do you see the competition in Indian Smartphone Market?
Mr. Kapil: India smartphone market, being the second largest smartphone markets of the world is growing rapidly. The competition acts as a boon to us as it pushes the brands to deliver the best for the consumers. The new brand identity and production unit bring a significant potential for the brand to bounce back and continue its commitment of delivering what market demands. We have planned to come up with robust strategies to fulfill the long-term needs of our consumers and tackle the growing competition ahead.
DT: Describe your brand identity ‘Companionship & Trust’ & “Bharose Ka Saath”.
Mr. Kapil: The new brand tagline “bharose ke saath” stands on two pillars - ‘trust and companionship’ will be amplified further through various marketing initiatives. The main agenda and vision is to be a seamless organization adopting innovative technologies and ‘empowering lives’. It aims to create an ownership and performance driven work culture by empowering people, keeping product innovation and customer satisfaction at the forefront. Recently, the brand has completely revamped its business operations to make quality and commitment the benchmarks of its brand name.
DT: What is your vision by year 2020? How are you preparing to have a seamless journey from now?
Mr. Kapil: After the plant comes into operations in 2020, company aims to hit Rs 1000 Cr top line in next 3 years. The company also plans to set up an R&D and Testing Lab facility in Shenzhen, China to design the next-generation mobile handsets. With these new facilities, the brand aims at offering cutting-edge innovation to enhance the customer experience with ‘feature-led budget smartphones’. Our new expansion plans are centered on adopting new technologies, empowering customers and delivering what market demands. We are going to implement aggressive 360-degree marketing strategy across all mediums – ATL, BTL and Digital, which will drastically establish a strong brand recall in the market. Furthermore, aiming to capture a bigger pie of Indian smartphone market, we are planning to launch 6-7 new smartphones in 4K - 8K price range in the coming months.
DT: How do you support “Make in India”? Please brief us about your manufacturing facilities in India.
Mr. Kapil: The Lemon Electronics Limited has an operational successful manufacturing unit situated in Noida and the company has also announced their further plans to expand the manufacturing base with advanced technologies. This upcoming manufacturing unit will hopefully prompt further economic growth contributing to the “Make in India” campaign and providing several job opportunities in different domains by conducting placement drives in different cities.
Having almost 1000 openings Lemon mobiles look further to get on board skilled professionals who can be excellent technician, operators and engineers from their placement drives. Furthermore, the Brand will also start to recruit from hub of universities like Delhi NCR, Noida, Greater Noida and Ghaziabad.
