“Infinix has fostered the ambition of delivering cutting-edge technology through our vast product portfolio and focusing on exceptional consumer experience. Every Infinix product is built from the ground up with next-level technology & cutting-edge design at its core.

For us, the major challenge is the nature of the market itself – it is highly dynamic and competitive. On the one hand, consumer expectations are changing, backed by the accelerated rate of technological advancements, and on the other, the market is open to everyone, including our competitors”. In Conversation with Divya Mohindroo.

When we look into Infinix’s journey, it seems like an exciting brand that quickly made its way into the Indian markets. So we are very eager to know what “Infinix’s” brand story is and what values it provides to its customers.

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Infinix has always been committed to being at the forefront of innovation and building products that meet the entertainment needs of different strata of consumers. Embracing the latest technology and offering premium specifications cost-effectively has been our hallmark since our inception.

We have been able to build a solid consumer base in a short period of time due to our innovative technology and the constant pursuit of technological inclusion in our product design. All our products, including smartphones, laptops, TVs, and other accessories, offer unparalleled value to Infinix customers.

Since then, we have successfully established ourselves as the category’s leading innovator and value provider with our distinguishably designed products that have become the go-to choice for customers.

Our products are always designed with consumers’ views and feedback in mind. With a manufacturing facility in India, accommodating their suggestions and translating them into our products becomes seamless, which further improves the overall product experience.

We have also developed a robust service center network with 1186 service centers across 1000+ towns in India, which further enhances the positive after-sales customer experience.

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Infinix devices come pre-installed with the Carlcare App that empowers the users to locate their nearest service center and indicate to them the availability of parts at the service centers.

India is a very dense, sensitive and price-conscious market, so being in a sector with such cut-throat competition, please tell us why Infinix stands out in such a crowded segment and how tough it is to maintain your position to grow and flourish.

I totally agree with you. India is indeed a very cost-sensitive market and we see a plethora of smartphones in this segment with low prices being offered by numerous brands. We are distinguished by the quality of our products at reasonable prices.

When consumers purchase a smartphone with advanced RAM, massive storage, heavy-duty battery, and the largest screen in the segment at a budget-friendly price, they find no reason to select another brand. In addition to regular product updates, we keep consumers up-to-date with new technologies and give them an edge over other smartphones.

As a customer-centric brand, we understand consumers’ needs and launch our product line accordingly. With consumers at the heart of every product, we have gained their trust in our brand and products alike.

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In order to offer new and upgraded services, we regularly launch new products, as per consumer demand and market scenario. This way we are giving intense competition to other players in the market.

We have also taken significant steps in building positive brand equity by collaborating with Marvel studios for the Dr Strange movie, Roadies, and organizing national e-sports competitions for the gaming community in India.

These collaborations have helped us successfully position ourselves as a young brand and synchronize well with the young population of the country.

So we would love to know a ‘CEO’s’ point of view regarding the latest trends and public demands.

Over the past two years, the COVID-19 pandemic-led social distance has prioritized brands to focus on driving smartphone and laptop innovations to meet rising consumer demand. With an increase in OTT consumption and remote work & study, people wanted their gadgets to adapt to their preferences.

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We saw a massive surge in demand for affordable premium phones with high-end features like 5G, better cameras, contemporary ergonomics, slimmer designs, etc. As the gaming population is also increasing rapidly, customers are looking for power-packed, big-screen smartphones with high-refresh-rate for a smooth gaming experience.

In terms of the laptop segment, new-age consumers are open to experimenting with the vast options available in the market, without compromising on the premium experience. As the pandemic gained wide exposure to the student community, they are increasingly seeking a personal laptop for school assignments and content consumption beyond traditional web browsing. This led to the exponential growth of the PC market in the last two years.

How is Infinix planning its way in terms of products? We are also interested to know if Infinix will enter a new segment?

The growing need and demand for high-performing smartphones, Smart TVs, and Laptops motivated us to expand our horizons and enhance our expertise to offer best-in-class entertainment units to our customers.

In the past 8 to 9 months, we have unveiled multiple products under each category, giving our consumers a plate full of options as per their requirements. Whether it is our first 5G smartphone with the maximum of 5G brands or our most affordable laptop with a sleek metal body under 25K, we have considered all consumer segments.

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Looking at the overwhelming response received from them, we are certain that we are heading in the right direction.

As we advance, we will continue our momentum of innovating products with premium features and offerings so that Infinix becomes a part of every Indian household. We will soon launch our 55” Smart TV this month that will be packed with premium features.

How has been your market experience so far in India, in terms of high competition, market penetration, and local business conditions?

When we entered the market, it was still booming and consumers were looking for a distinct segment of smartphones. Over a period, with our innovative products and a successful combination of specifications, we have built a strong consumer base in India.

This has helped us stand out in the highly competitive budget smartphone market. Today, Infinix is one of the highest-rated brands with an average of 4.2-star rating on Flipkart and 10lacs+ customer rating.

To cater to the growing demand in the offline segment, we have recently started offline distribution in the state of Rajasthan and we are entering the Jammu & Kashmir and Himachal Pradesh markets.

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Our experience so far has been positive, and we are looking forward to expanding into more regional markets this year.

What is the biggest competition that you face being a new company?

Infinix has fostered the ambition of delivering cutting-edge technology through our vast product portfolio and focusing on exceptional consumer experience. Every Infinix product is built from the ground up with next-level technology & cutting-edge design at its core.

For us, the major challenge is the nature of the market itself – it is highly dynamic and competitive. On the one hand, consumer expectations are changing, backed by the accelerated rate of technological advancements, and on the other, the market is open to everyone, including our competitors.

Hence, creating brand value and tapping more & more consumer segments continues to be a learning curve for us.

As a CEO, how important and valuable you think, customer reviews are, and how do you handle these reviews specially the harsh ones?

Being a consumer first company, we function as per consumers’ demands and the success of any brand or product is directly proportional to customer experience. All our products go through rigorous testing procedures before reaching to our end consumers.

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Being a consumer-first brand, consumer reviews play a pivotal role in product development and evaluation.  Our team takes all the feedback shared by our consumers, whether positive or negative, very seriously and works to ensure that their concerns are met promptly.

Any product’s success depends on how much value a customer derives from it. In addition, one of the most effective ways to establish solid customer relationships is to directly address and incorporate feedback/reviews.

Infinix is empowering the everyday consumer with powerful performance and premium-grade technology in the palm of their hand for the ultimate smartphone experience. The custom UI of XOS allows a wide range of user customization and offers an enhanced experience, is secure and safe

We also do thorough research of our customer pinpoints and expectations from the product under a particular price segment and accordingly design our products to fit their expectations as well as their pockets. This approach has been working really well with us and we will continue to keep our customers at the center of each product.

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We are very eager to know what more can we expect from Infinix this year and what are your plans for next 5 years?

In the past, we have introduced many groundbreaking technologies in the segment like Dar-Link, to boost the performance and gaming experience for users, expanded our product line into the Laptop segment, and strengthened our foothold in the smartphone and Smart TV segment.

All the aggressive launches we did under competitive pricing allowed us to gain more market share both in the e-commerce and in the retail market. The company plans to maintain the winning streak in the next 5 years by launching segment-first products.

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