Lava International Limited, India, revealed its vigorous plan to start driving major investments in the Egyptian mobile market through transferring lines of production and manufacturing of Indian phones to Cairo, as well as its ambitious plan to occupy leading place in the Egyptian market mobile industry by 2020 in its segment.
The philosophy of the company is based on a set of basic principles of integrity and the desire for success and change, said Hari Om Rai, Chairman and Managing Director, Lava International Limited. Rai ensured that Lava is aggressively seeking to provide mobile phones that compete in the price range of less than $250 USD and occupying an advanced position in the mobile market locally and globally. Through transferring mobile manufacturing technology from India to Egypt, Lava aims to enable consumers to access the latest mobile technology at a reasonable price.
On the other hand, Vikram Singh Parmar, CEO, Lava Africa, revealed that the company will inject new investments in Egypt within 2018 worth $10 million USD, bringing the company’s total investment in the Egyptian market to $15 million USD. According to Parmar, Lava owns 11% of the handset market share in India and second place as a domestic brand, as such, the company plans to occupy leading place in the Egyptian market mobile industry by 2020, seeking to achieve $100 million USD revenues annually through the sale of 3 million devices. Lava seeks to acquire 20% of the mobile sales in Egypt by 2020, said Parmar, with 15% for smart phones and 25% for ordinary phones. We also intend to launch 9 phones in Egypt by January 2018, ranging from smart phone and traditional phones.
Parmar pointed out that the market value of the global company, currently estimated at $1.2 billion USD, and its operations in 16 countries including Russia, Nepal and Thailand, supports the company’s marketing strategy of becoming one of the most trusted international brands out of India and the brand of choice among the community. The Indian market is very large like the Egyptian market, where about 50 companies, including 20 local brands compete for a share of the consumers, whose 80% of the components of its phones are manufactured in India and 20% in China.
Parmar shed light at Lava’s approach to the Indian mobile market by April 2018, noting that the company already has two factories in India, one of which was opened in April 2015 and another in September 2016 with and has 4 production lines. Each factory produces one million units per month, which the company aims to increase to 2 million units in March, and has also introduced a tracking system to verify the quality of finished products. The company also intends to penetrate the African market by 2020 in several markets such as Sudan, Kenya, Tanzania, Uganda and Algeria.
Sanjeev Agarwal, Head of Manufacturing sector at Lava International Limited said Production of phones within Lava’s factories goes through 40 stages, from the processing of the motherboards to packaging for shipping worldwide. Agarwal also pointed out that the Lava has obtained three ISO certificates since its inception in 2009; ISO 9001 for applying quality improvement system known as kaizen, ISO 14001 as a environment friendly technology company and ISO 18001 for applying general safety standards for employees