Maxx Mobile plans to launch 500 new phones in Indian market

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Indian mobile phone-maker Maxx Mobile plans to launch 500 new phones in the Indian market this financial year - and about 90 of them will hit the shelves by August, said Ajjay R Agarwal, the company's chairman. And that's not even the company's biggest bet in the mobile space: it is also launching a range of portable smart chargers, which can be used as spare batteries for cell phones.

Agarwal said the company aims at being synonymous with smart chargers by the end of this year. Maxx has entered into an exclusive tie-up with Samsung SDI to source batteries for its charging units. "Our policy in case of any complaints on chargers is to replace. No questions asked. Just replace," said Agarwal. Its Korean partner provides the service and product guarantee.

When Eveready launched a competing product recently, Maxx slashed prices. "People said we were mad. I just made two phone calls to take the decision; one to reconfirm the news in Delhi and another to Bangalore." Maxx can assemble chargers 45% cheaper than the imported product, giving it leverage over competitors, he said.

The segment is expected to fetch the company around 200 crore out of its targeted 1,500 crore revenue for this year. Profitability of the company across its products is around 12-13%.


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