Sony has been struggling for the past quite some time in India as far as the smartphones are concerned. The global strategy of the manufacturer doesn’t seem to be working too well in the country as its devices come across as over-priced at times. The company seems to have realised this fact and re-evaluating its strategy for the Indian market these days.
Sony has started working on budget handsets specifically for India and these devices will be launched in the country in the next few months. Sony India MD, Kenichiro Hibi, is of the opinion that the Indian market is growing at a rapid face and requires a separate strategy. The company plans to launch models in the Rs 8,000-10,000 range to survive where it has a whole bunch of OEMs battling it out for the consumer’s attention.
Any details about these handsets weren’t shared but Sony will launch these in the coming months. The sub Rs 10,000 smartphone segment is the most crowded one in India as it contributes the maximum to the smartphone sales. As a result, every OEM wants a part of this pie and are working tirelessly to get the same.
Even though it may be moving out of the budget segments globally, it would re-align its strategy for India-specific operations. It may even consider manufacturing smartphones in the country to keep a tab on the costs. Let us wait and watch how Sony’s strategy pans out in future.