Vivo looks to tap pent-up demand; focus on entry into premium segment

Smartphone maker Vivo is looking to tap pent-up consumer demand as India opts for a staggered exit from the lockdown. Among its plans for the year are new business models across its offline retail partners — which include SMS/Facebook generated orders — while focussing on mid-premium and premium phone launches.

The second largest handset-maker in India (after Xiaomi) does not have a presence in the premium handset segment priced above ₹30,000. Vivo’s offerings range between ₹7,000 and ₹30,000.

According to Nipun Marya, Director, Brand Strategy, Vivo India, entering the premium segment remains its focus this year even as it consolidates its position in the entry, mid and mid-premium segments with new launches.