Acer Smartphones Return to India: Target Prices and Competitors
Bengaluru – Indkal Technologies, a Bengaluru-based startup, announced on Thursday that it has signed a licensing agreement to reintroduce Acer-branded smartphones into the Indian market. The Taiwanese giant Acer, renowned for its consumer electronics, is making a comeback in the smartphone sector years after it had previously shut operations. This move comes hot on the heels of Indkal securing significant financial backing of $36 million (approximately Rs. 300 crore) in a Series A funding round, led by the Aries Opportunities Fund based in Mauritius.
Target Price Range
Under this new deal, Indkal will oversee the design, manufacturing, and distribution of Acer-branded smartphones throughout India. The companies aim to launch “a wide range of smartphones” within the price range of Rs. 15,000 to Rs. 50,000. This means Acer’s new offerings will focus on the mid-range segment of the smartphone market, avoiding the highly competitive budget category.
The Mid-Range Smartphone Market
The mid-range smartphone market in India is already highly competitive. Acer’s return brings it face-to-face with established brands like Oppo, Vivo, Tecno, and OnePlus. Additionally, giants such as Xiaomi and Samsung have a strong foothold with diverse offerings in this segment. Thus, Acer’s strategy aims to carve out a niche in an already saturated market by focusing on quality and innovation.
Jade Zhou, Vice-President of Global Strategic Alliances at Acer Inc. expressed his enthusiasm for the partnership: “We are excited that Indkal Technologies will further this mission in India by providing a wide range of smartphones under the Acer brand that expands end-user choices and enrich their experience in the Indian market.”
Manufactured in India
Aligning with the ‘Make in India’ initiative, Acer-branded smartphones will be manufactured locally. Indkal has ambitious production targets, aiming to manufacture one million devices per year and is also applying for the smartphone production-linked incentive (PLI) scheme to bolster this effort.
According to Indkal Technologies’ CEO, Anand Dubey: “These well-designed devices will offer exceptional value with cutting-edge hardware and software. We are confident that consumers will appreciate the quality and innovation synonymous with the Acer brand.”
Sales Channels
Consumers can expect to find Acer smartphones both on popular e-commerce platforms and in offline retail stores across the country. This dual-channel approach will help Acer to reach a broad audience, from tech-savvy shoppers to those preferring the traditional in-store purchase experience.
Previous Collaborations
This isn’t the first time that Acer and Indkal Technologies have joined forces. In 2021, the duo launched Acer-branded smart TVs in India. This successful partnership laid the groundwork for the current smartphone venture, further expanding the presence of the Acer brand in Indian households.
What’s Next?
As Acer gears up to re-enter the Indian smartphone market, it will face stiff competition. With a planned price range that caters to mid-range consumers and a focus on innovation and local manufacturing, Acer aims to make waves and reclaim its position in the industry. Only time will tell how successfully it will navigate the challenges and opportunities in the bustling Indian market.