How Blackzone Mobile is Driving Innovation in India

Whether it is feature phones, smartphones or smartwatches - India’s Blackzone Mobile is delivering innovative user experience with the help of its commitment on quality and affordability. The company is using its extensive online and offline distribution network and unique value proposition to funnel its innovative products for consumers in India.

Kannav Thukral, Managing Director, Blackzone Mobile speaks with Zia Askari from TelecomDrive.com about the company’s current focus and its future pans.

When did you start the company?

The company was found in 2001 by my father Mr Karanjeet Thukral. Blackzone as a brand was founded in 2016.

Is it a bootstrapped company? Are there any other founders?

We operate as a bootstrapped company, with the initial investment of INR 20 lakhs coming from my father, Mr. Kannav Thukral, who serves as the Chairman of KBR Trading and Blackzone Mobile.

In such a competitive and dynamic market, how do you foresee yourself?

As a dynamic brand deeply entrenched in the Indian market, we have positioned ourselves as a trusted and reliable entity over the span of 8 years. Our focus on affordability and consistent delivery of quality products has resonated well with consumers, leading to a steady increase in the turnover year after year. This upward trajectory underscores the trust customers place in our brand and the value they find in our products and services.

You are launching feature phones in today's times when there is a huge demand for Android phones. What is your thought behind it and how do you perceive it?

Yes, I agree that smartphones dominate the market and most of the players targeting this segment. That exposes the feature phone market to vulnerabilities, creating an opportunity for new players to enter this segment, doesn't it? We recognize the untapped potential within the feature phone segment. Despite the widespread popularity of smartphones, there remains a substantial market for feature phones, as evidenced by recent estimate by CyberMedia Research (CMR) indicating approximately 250 million feature phones are still in use across India.

Our decision to cater to this segment is informed by a deep understanding of evolving consumer preferences and the diverse needs of different demographics. Moreover, our feature phones offer the convenience of QWERTY keypads and basic internet connectivity, making them accessible and inclusive for individuals across various age groups and regions, including those with limited access to affordable broadband.

What is the USP of your phones? What distinguishes your products in terms of design, technology, and pricing?

The uniqueness of our phones lies in their quirky designs, user-friendly interfaces, and affordability. Once users experience the ease of use and presentability of our phones, they often find themselves drawn to them.

Our products stand out through a blend of quality, affordability, and customer-centricity. With interesting designs, robust technology, and competitive pricing, we aim to cater to diverse consumer preferences and budgets. Additionally, our expertise in original equipment manufacturing (OEM) further enhances the quality and design of BlackZone Mobiles.

What are the other products your company manufactures? Where are your products available? Please tell me about your distribution network?

Besides feature phones, we also manufacture smartphones, smartwatches, and mobile accessories.

Our products are available on our website www.blackzone.in , as well as on popular e-commerce platforms such as Flipkart and Amazon. Furthermore, we have established a robust network of over 782 distributors nationwide, ensuring widespread accessibility to our products.

How big is the team at BlackZone?

Currently, our team comprises of 200 people.

Who are your target audience and how are you reaching out to them?

Our target audience primarily consists of customers in Tier 2 and Tier 3 cities. We reach out to them through our extensive network of distributors and online platforms.

How does BlackZone Mobiles ensure quality control and customer satisfaction throughout the entire manufacturing and distribution process?

At BlackZone Mobiles, quality is paramount. Every product undergoes rigorous testing and quality assurance protocols to ensure reliability, durability, and performance, thus ensuring customer satisfaction. We also closely monitor our distribution network to ensure the quality product is available for consumers.

Are you investing in R&D for developing your mobile or are you collaborating with other companies for procuring the technology?

Our primary focus lies on internal research and development efforts, allowing us to introduce innovative products regularly. However, we remain open to collaboration opportunities in the future.

Are you planning to put up a new manufacturing unit? If yes, place?

We already have one manufacturing unit in Kundli, Sonepat, Haryana. Here, we not only manufacture our own brand of mobile phones but also engage in original equipment manufacturing (OEM) for other esteemed brands.

We will be further expanding in near future as things are in pipeline. But it is too early to comment on it.

How do you strategize to compete in this very intensively competitive mobile market, especially against MNCs?

In the fiercely competitive mobile market, our strategy revolves around product quality, customer feedback, and our robust distribution network. We leverage our extensive network to reach even remote areas, ensuring widespread accessibility to our products. Additionally, we prioritize gathering feedback from customers through various channels, enabling us to tailor our products to their needs.

This customer-centric approach, coupled with our continuous innovation and strategic partnerships, has been instrumental in our remarkable growth trajectory. Furthermore, our recent collaboration with Bollywood icon Ms. Mouni Roy as the brand ambassador for our feature phones and smartwatches reflects our commitment to expanding our reach and enhancing brand visibility.