Chinese firm bets big on rural India, to launch AC, fridge in 2019

New Delhi: After disrupting India’s mobile phone market with brands such as itel, TECNO and Infinix, Transsion Holdings is all set to launch in 2019 its entire range of consumer durables, including televisions, air conditioners, refrigerators and washing machines, under the Syinix brand, the China-based company’s India CEO has said.

The company is currently doing “market testing” in Rajasthan and Uttar Pradesh with the launch of a 32-inch LED TV for Rs 13,999 and a 40-inch Smart TV at Rs 24,999.

“The initial results of market testing in Rajasthan and eastern Uttar Pradesh have been very good. Generally in consumer durables, companies offer one-year warranty, but Syinix offers 24 + 1 months warranty.

“We will also soon launch 49-inch and 55-inch smart 4K UHD (ultra-high-definition) TV,” Arijeet Talapatra, CEO of Transsion India, told IANS in an interview.

“We will keep the pricing extremely competitive. Unlike other brands that tend to focus only on key cities, our main focus is tier 2,3,4,5 and 6 markets,” Talapatra said, adding that the company was also planning to set up a research and development (R&D) centre in India next year.

Transsion entered the India market in April 2016 with the itel brand which quickly struck the right chord with the consumers in the county’s small towns and cities who were looking for feature-rich, low-cost mobile phones. The itel brand registered over 200 per cent growth that year.

“By bringing smart devices at affordable price, we are democratising technology. As a brand we are trying to build consumer confidence and goodwill. We want our products to go to the masses,” Talapatra added.

Established in 2006, Transsion has made its presence felt in some of the biggest emerging market economies across the world. In 2017, the company sold approximately 130 million devices and achieved revenue of around 20 billion Yuan (Rs 21,000 crore) globally.

“India is our key focus area and we are committed to the ‘Make in India’ programme,” Talapatra said, while referring to its manufacturing unit in Noida.(IANS)