Over 60% of our smartphone components are purchased in India

NEW DELHI: Popular Chinese smartphone brand Realme claims that it is working towards strengthening its localisation strategies. Realme India CEO Madhav Sheth said that over 60% of smartphone components are purchased locally.
“We are also encouraging more of our suppliers and partners to open local factories in India and contribute more to our country’s economy. Right now, more than 60% of realme smartphones’ supplies, such as screens, batteries, internal structures, are purchased and made in India,” said Sheth in an interaction with The Times of India– GadgetsNow.
Realme is among the top 5 most popular smartphone brands in India and commands a market share of 14% as per Q1 2020 Counterpoint smartphone shipments market share report.
Realme phones are available both online and offline. However, recent reports highlighted that shopkeepers were unhappy with the limited supply of Realme phones in stores. Admitting that there have been gaps in its supply chain recently, Sheth expects the current situation to normalise by the end of July.
“As the supply chains are disrupted and only limited production capabilities are revamped at the moment, it is challenging for us to meet the full demand in the market. We are expecting to recover our normal manufacturing capacity by the end of July. Once done, we will be able to cater to the demand and supply chain of offline retailers,” he said.
COVID-19 coupled with various other factors has hit the smartphone industry and has affected the consumer demand for smartphones.
“Due to various factors like the on-going pandemic, increased GST and shrinkage in the consumer income, we believe more and more consumers are going to opt for mid-range and budget smartphones,” he said.
Commenting on the impact on the entry-level smartphone market with the return of Indian brands like Lava and Karbonn, Sheth said, “The entry-level smartphone market may see growth, only if the brands ensure that they are providing consumers the right product at the right price with right quality. All the brands in the market should keep in mind that consumers nowadays have a wider variety to choose from, and they will only buy a product that is the best in its class.”

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