After aluminium-built N2’s success, nubia plans US$100 mn investment in India

The noted Chinese android smartphone manufacturer nubia has announced a US$100 million investment for manufacturing in India over the next few years. The ZTE sub-brand that debuted in Asia’s fastest growing smartphone market last year and have successfully launched seven handsets till now including the latest aerospace-grade aluminium built Nubia N2 hopes to strengthen its presence here in India through this initiative while providing impetus to the ‘Make in India’ drive.

Eric Hu, India Country Manager, nubia, said in a recent interview, "We have established our presence in India as recently as 2016 and are aggressively looking to scale up our operations. A significant part of our $100 million investment will be towards developing a manufacturing facility and brand-building initiatives."

The company is evaluating multiple measures to expand its reach in India. It is planning deeper penetration within its target market by enhancing distribution channels and launching an exclusive brand-owned e-store for showcasing handsets and accessories.

"This Nubia exclusive store is expected to go live in India by the end of 2017," Hu said.

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Nubia recently introduced N2, one of the sleekest smartphones in its range that is crafted out of aerospace-grade aluminium. Before this, it also launched Nubia Z11 mini S, another phone sporting aerospace-grade aluminium body with a unibody design.

Speaking about the growing market potential of India, Hu said, "We believe that the market is upwardly mobile as consumers are increasingly looking to graduate from entry to mid-range and from mid-range to premium category of handsets. This fits in well with our product and business case."

nubia plans to launch another four to five handsets at various price points over the next few quarters, and would work fiercely to expand its reach further into the tier II and tier III cities, Hu added.