Currently, the Chinese handset maker's 50% sales come from products manfactured in India.
Come Diwali, Chinese handset maker Gionee would start full domestic sourcing of its phones stopping imports, and within the next five years it might go for own manufacturing when an elaborate ecosystem of suppliers would be in place.
"Currently, 50% of sales are of products manufactured in India. That happens through third-party manufacturing by Foxconn And by Diwali we plan to make all our sourcing within the country," Arvind Vohra, country chief executive and managing director Gionee India told dna.
Set up in 2002, Gionee now sells over 23 million handsets a year worldwide, ranking Number 10 globally.
In India, it started domestic manufacturing in 2015 out of Foxconn's facility at Sri City at Andhra Pradesh.
Vohra sees a typical eco-system needing an investment of Rs 300 crore for a manufacturer, a necessary investment to have a sustainable brand.
"The government is smart enough to understand that in order to have Make in India, we should have the last leg of manufacturing within the country. That eco-system can't be built in a short time, you need at least three to five years. By that time there would be a robust system in place. We are already a year into it and may be, within the next three to four years we will have the eco-system ready," Vohra, who brought the Chinese brand to India three years back through his joint venture, said.
Apart from the manufacturing side, Gionee in India also plans to put in about Rs 250 crore in promoting its new brand identity which was unveiled globally in February in Barcelona.
Of this Rs 175 crore would be put into developments of associations and retail assets including putting the new logo on the jersey of top IPL team Kolkata Knight Riders. The balance 75 crore would be spent on media.
"Brand and consumer experience wouldn't be there unless one has reasonable amount of R&D and control over supply chain and also understanding of consumer insights," he said.
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