AI is going to be a strategic driver of our product roadmap for 2025: itel India

After more than 10 years of development, itel has expanded its presence in more than 70 emerging markets globally. itel has a product portfolio of smartphones, TVs, accessories, electrics, home appliances, laptops, and lifestyle products.

Arijeet Talapatra, CEO, itel India, tells us more. Excerpts from an interview: 

DQ: What key factors have contributed to itel's sustained dominance as India's leading feature phone brand over the years?

Arijeet Talapatra: itel has maintained its leadership in the feature phone market with a whooping 32% share in 2024 by focusing on affordability, reliability, durability, and accessibility. With over 11 crore customers, we have become the No. 1 feature phone brand of India through our strong and expansive distribution network, ensuring a consistent presence across Tier 2, Tier 3, and rural markets. 

We enjoy immense trust amongst our consumer base of 11Cr+, through consistent product quality (highly reliable and durable products), an extensive after-sales service network of 1,000+ centres, and our strong commitment to the ‘Make in India’ initiative. 

Our ability to adapt rapidly based on consumer needs has been instrumental in maintaining our dominant presence. itel has always been at the forefront of innovation -- be it in feature phones, smartphones or smart gadgets – and this has greatly contributed to our sustained brand leadership.

DQ: How does itel ensure its marketing strategy effectively reflects the company’s vision and brand values?

Arijeet Talapatra: Our marketing strategy is rooted in consumer insights, especially in the sub 10K segment. Word-of-mouth recommendations play a crucial role in this segment, and we leverage our strong brand trust to drive organic brand advocacy. Our digital and offline engagement strategies work in tandem, ensuring that customers have an amazing user experience. 

Recently, we collaborated with Pushpa 2 to create amazing co-branded content for the launch of our A80 smartphone. This collaboration integrated the power of cinema with brand storytelling effortlessly, captivating audiences and driving massive consumer engagement. 

By leveraging the film’s pan-Indian appeal and cultural impact, the campaign resonated deeply with fans, making it a standout success. Our brand promise, ‘Enjoy Better Life,’ comes to life with our affordable, value-for-money technology, supported by localized marketing initiatives. We are the first brand in the sub 10K segment to offer a free screen replacement (within 100 days), which speaks volumes about our dedication to customer service and unflinching commitment to product quality. 

DQ: What are itel India's key strategic objectives for growth and innovation in 2025?

Arijeet Talapatra: This year, we have various exciting projects in pipeline – something that is going to change the face of itel significantly. Our focus remains on expanding our leadership in the sub 10K segment by strengthening our smartphone portfolio and accelerating the transition from feature phones to smartphones. 

We will also be expanding our product line up in smart gadgets, catering to modern lifestyles focusing on innovation and functionality without compromising on style. Innovation is going to be our major focus this year as well, be it in mobiles, smart gadgets or home appliances. 

AI is going to be a strategic driver of our product roadmap for 2025, ensuring greater accessibility of AI, particularly in Tier 2 and Tier 3 cities.

DQ: How is itel adapting its product offerings to meet the evolving technology preferences and demands of India’s youth?

Arijeet Talapatra: We recognize that India’s youth demands feature-rich yet affordable smartphones. Our sub-10K smartphone range is designed to balance affordability with advanced technology, offering larger displays, powerful batteries, and AI-powered cameras. 

Additionally, our product portfolio extends beyond phones and smart gadgets, to include home appliances as well – creating an entire itel ecosystem for different tech needs of consumers. This diverse range of portfolio enables us to cater to the growing digital lifestyle needs of the Gen Z audience. AI is a rapidly developing technology and our upcoming products are going to integrate it in a manner that is going to take consumer experience to the next level.

DQ: What initiatives is itel taking to enhance customer engagement and integrate emerging technologies in the Indian market?

Arijeet Talapatra: Innovation is the only constant in this ever-changing industry. The ability to innovate not only determines long-term success, but also defines industry leaders who embrace change as an opportunity rather than a challenge. Customer engagement is often a precursor to customer loyalty. 

We strive to engage with our end customers at multiple touchpoints, through our innovative and creative marketing campaigns. For us, customer engagement is not limited to only the online channels – our recent campaign “Compare Kiya Kya” is a great example of that. 

With 500 strategically placed wall wraps featuring QR codes across key locations nationwide, we successfully sparked curiosity and engagement among consumers.. localized innovations and commitment to ‘Make in India’ allow us to customize technology solutions based on consumer demand. By driving affordability and accessibility, we continue to enable digital inclusion for millions across India, without compromising on reliability, durability and style.