Transsion Holdings, a global conglomerate with a strong presence through itel and TECNO, today announced a joint venture (JV) agreement with Spice Mobility, an Indian Business major across mobility space, to strengthen its foothold in the world’s fastest growing mobile market. The JV was inked today in the presence of Mr. Lin Qin, Vice-President, Transsion Holdings and Mr. Dilip Modi, Executive Chairman, Spice Mobility. In line with Transsion’s multi-brand strategy, the company marks the entry of its new brand in India, reinforcing its commitment to the India market, with an enhanced portfolio. This partnership aims to revitalize the ‘Spice brand’ by cross leveraging both organisations’ strengths to offer a simple, yet, an all-new powerful and rich digital experience to the young generation of India, which is a reflection of their individuality and keeps the collectivistic sentiment intact. The new Spice brand portfolio will offer stylishly designed devices catering to the needs of the Indian youth. Mr. Lin Qin, Vice-President, Transsion Holdings said, “We are excited to announce our partnership with the Spice Group and it is a matter of great pride for us to actively contribute to the growing mobile phone ecosystem in the country. With Transsion’s success in India over the past year, this JV is a win-win situation for both the groups. We will be exploring various strategic opportunities by building on each other’s strengths such as wide distribution strength, understanding of the Indian consumer and a comprehensive portfolio of quality products. Our aim is to translate the company’s global success by designing easy to use products that cater to the local consumer preferences and social milieu.” He further adds, “For us, India is one of the top priority markets and with this partnership, we have now enhanced the New Spice product portfolio to offer a stylish designed range to the Indian consumers. After massive acceptance of the brand, itel and successful launch of TECNO in India, we are embarking on a new journey with the launch of the new ‘Spice’ brand. We are confident that this brand will deliver on its promise of a youthful portfolio of high quality products that will not only surpass consumer aspirations but also enable them to retain their individuality without compromising on their traditional values and societal expectations.” Mr. Dilip Modi, Executive Chairman, Spice Mobility said, “We are absolutely delighted to partner with Transsion Holdings. As a strategic partner, we believe this combines Spice’s legacy strength and Transsion’s global leadership to bring a whole new mobility experience to our consumers. This JV is a commitment towards furthering digital inclusion in India, assuring high quality products and services to one and all, thus democratizing innovation and technology. We are sure that by leveraging each other’s strengths, we will make a significant contribution to the emerging Indian technology market.” Spice Brand identity: “Make Sharing Better” with Spice Spice Brand unveiled its new brand identity and philosophy – “Make Sharing Better” with Spice. In line with the new brand identity, Spice Brand will enable the users’ to create and nurture the social connections by sharing content that is enjoyable for them. The philosophy “Make Sharing Better” with Spice embodies collectivism and promotes social cohesion & interdependence in the Indian society. Following these principles and such interdependence amongst families in India, ‘Sharing’ has become a cultural norm. The new Spice is all about enhancing the experience of joyful, carefree, energetic youth population who believe in sharing moments and individuality. In this connected world, Spice further will fuel the culture of ‘sharing’ to help build a rich social connect for the Indian youth. The product portfolio comes equipped with easy to use features that is designed especially to promote a superior digital exepreince, thereby making ‘sharing’ fun. The new logo The new distinctive logo denotes a youthful, vibrant, energetic and carefree brand. The identity is designed around the core values of the target audience – The ‘Youth’. The Purple is a very unique and vibrant colour, which signifies the stability of Blue and the energy of Red. The colour is also in line with our range of colourful and uniquely designed products. The font reflects the directness and at the same time, resonates with the old brand logo with the aim of being true and direct with the consumers. The uniqueness of color also talks about the unique offerings for the consumers. The rhythmic wave in the logo symbolizes dynamic relationship that the brand aims to establish with the carefree and joyful youth.