An exclusive interview with IT.Voice,Mr. Pradipto Ganguly – CEO & Co-Founder – Britzo reveals his strategies for business in India .
Nisha Harshwal:-What were the key achievements in Year 2017 for your company?
Mr. Pradipto Ganguly:-The biggest achievement was to set up Britzo. It’s a dream come true for me & Dharam. Every Chai break, while we were working had major discussions around how every other handset has become a me too product, how the Chinese are innovating and showing us the way and we always ended up with a question ‘Is it that we Indian’s aren’t capable to lead this change’. This thought gained its strength as we spoke to people. Our key thought was to appease the Real Indian Consumer with innovative features & Britzo came into existence.
Nisha Harshwal:-What are the major products you are offering under Britzo distribution?
Mr. Pradipto Ganguly:-The price range starts at Rs. 700 and would bring a smarter experience to the consumer. Our handsets are the new era Smart Feature Phones – enabled with Customized operating software giving access to relevant apps & download of more than 15k songs & videos, bundled with a peace of mind and service promise of 180 day replacement warranty & amp; 12+3 month product warranty.
Nisha Harshwal:-What are your future plans to grow the business volume for Britzo?
Mr. Pradipto Ganguly:-We are banking on the traditional model of Channel Distribution. We have entrusted our faith in the traditional model of 4 tier model.
Super Distributor -> Distributor -> Retailer -> End Consumer
We are also contemplating on partnering with a major online player who has got high level penetrations in rural audience. Our intent is to bring the Digital Revolution right to the hands of the Real India. Our handsets are the new era Smart Feature Phones – enabled with Customized operating software giving access to relevant apps & download of more than 15k songs and videos, bundled with a peace of mind and service promise of 180day replacement warranty and 12+3 month product warranty.
Nisha Harshwal:-What all marketing services you offer to your clients?
Mr. Pradipto Ganguly:-We offer Smart Feature Phones. Our handsets are Made in India and designed for the Real Indian Consumer & we aim to become the most preferred brand for this segment. Our clear focus is to tap & service the tier 3/ 4/ 5 market which are not yet a part of the superfast digitization happening in India. The price range starts at Rs 700 and would bring a smarter experience to the consumer. Our handsets are the new era Smart Feature Phones – enabled with customized operating software giving access to relevant apps & download of more than 15k songs & videos, bundled with a peace of mind and service promise of 180 day replacement warranty & 12+3 month product warranty.
Nisha Harshwal:-What are your investment and expansion plans?
Mr. Pradipto Ganguly:-We intend to invest Rs. 100 crore on indigenous development of products towards our motto of Make in India initiative. The Launch plan is to register our presence in 17 states – UP, Uttarakhand, West Bengal, Madhya Pradesh, Chhattisgarh, Orissa, Bihar, Jharkhand, Rajasthan, NESA, Gujarat, post which by end of Q1 we intend to establish ourselves PAN India. Q2 /Q3. A similar value would be invested in for R&D to be able to take advantage of the technology advancements for the use of Indian consumers.
We have started working on 4G feature phones affordable smart-phones and by 2019 we intend to get into connected devices. In terms of partnerships we are into talks with operators for better consumer offerings.
Nisha Harshwal:-Any schemes, promotions and incentives that you would want to share with the channel in particular?
Mr. Pradipto Ganguly:-Our Channel strategy is guided by the 5Ps – People, Partnerships, Profitability, and Prosperity & Peace of Mind. With our policies we have put in our best effort to make the Channel Partner’s life simple. Few important offers to mention are:-
We have simplified the incentive process by building an In-Bill Settlement, ensuring the capital is not stuck. This is First in India.
First time in India we are offering a Credit Insurance for covering the credit extended to distributor / partners by the Super Distributor
100% credit limit is offered against security deposit for 7days
We have enabled Single Point Contact for all purposes thus simplifying the communication
We have also launched a ‘Mega Achiever’ contest. The scheme is basis % of target achievements.
All partners achieving the one target shall be eligible for a Extra margin of 1%
The top 3 performers shall be awarded with Mega Motivator Prizes
1st Prize : 1st Prize – Honda V CVT Petrol
2nd Prize Renault Captur Petrol
3rd Prize Nexon 1.2 Revt XZ
Nisha Harshwal:-Can you please elaborate on the journey of Britzo India?
Mr. Pradipto Ganguly:-For Dharam and me, BRITZO is a dream fulfilled in the truest sense. We had been brainstorming on how to reach out to consumers in India’s rural heartland and empower them with the now-ubiquitous digital technology. This idea started condensing into a vision of our own brand. BRITZO came into existence soon after, in December 2017. We recruited the best talent and can proudly say that the cumulative experience of more than 200 man-years in the handset industry is our biggest asset.
Our end-to-end products are targeted at and designed keeping in mind the consumers in tier-III, tier-IV, and tier-V markets. The mission of the company is ‘To provide a Mobile Device to Every Indian at a quality which brings a smile to them’.
The launch plan is to register our presence in 17 states – UP, Uttarakhand, West Bengal,Madhya Pradesh, Chhattisgarh, Orissa, Bihar, Jharkhand, Rajasthan, NESA, Gujarat, post which by end of Q1 we intend to establish ourselves PAN India.
Nisha Harshwal:-Tell us about your new launch ‘iVVO Smart Parivar’?
Mr. Pradipto Ganguly:-With the vision of empowering every Indian with new-age digital tools, we launched our pan-India channel programme, ‘iVVO Smart Parivar’. With the five Ps of People, Partnerships, Profitability, Prosperity, and Peace of Mind guiding its channel strategy, this latest initiative has been designed to assist our partners in accelerating growth by capitalizing on the brand’s differentiated product / service proposition, as well as to deliver the maximum customer value.
Under the ‘iVVO Smart Parivar’ programme, BRITZO will facilitate a single-point solution for all of its partner distributors needs, including on-boarding, training, and tracking. The company will also aim to ensure complete peace of mind for its partners through key initiatives such as enabling claims in bill settlements, credit insurance, and IT automation. The large-scale initiative will be initially rolled out in 17 states, including Uttar Pradesh, Uttarakhand, West Bengal, Madhya Pradesh, Chhattisgarh, Odisha, Bihar, Jharkhand, Rajasthan, and Gujarat, as well as the NESA region, through a service network of more than 900 service centres. We want to help all our partners gain hands-on proficiency with new technologies and systems. By providing them with a one-stop solution for all their business needs, we are enabling and empowering them with the tools they need to come up to speed with the rapidly-transforming market and to deliver the maximum value to our customers.