FORME Mobiles targeting 10% market share by FY19

FORME Mobiles was launched in India in 2009 and experienced 200% y-o-y growth in FY10 and will close FY18 with more than 30% y-o-y growth. Backed by FORME Technology, FORME Mobiles is an international company specializing in the R&D, manufacturing and marketing of digital electronics and mobile communications products. Based in China, FORME operates in India, the Middle East, Africa, Southeast Asia, Europe and other countries and regions.

“India contributes significantly to FORME’s global sales and FORME internet-enabled feature phones are very well embraced by India,” said Victor Su, Director, FORME Mobiles India. He further added, “We aim to deepen our relation with India in 2018 as we will double our mobile phone production from March onwards. We witnessed a steep rise in demand for our internet-enabled feature phones, especially from Tier-2 and -3 cities, which motivated us to increase our production capacity. We will also offer an extensive portfolio of smartphones in affordable segment in 2018.”

FORME Mobiles has been able to successfully align with various needs and demands of feature phone users in India. Factors such as unique design, built quality, features and a strong after-sales service has led FORME to experience expansion in India so far.

Ajay Solomon, Head – Business Operations, FORME Mobiles, said, “India’s feature phone users are becoming more aware and conscious of the quality, durability of phones, aesthetic appeal, and expects to experience services beyond basic functionality and support.” He further added, “With strong R&D in place, FORME is set to expand its reach in India with refreshed supply chain strategy and partnering with e-commerce players to tap the tech- savvy youth of India. Our after-sales support service will continue to be our sharp focus.”

FORME Mobiles plans to strengthen their presence on e-commerce platforms to reach out to existing, potential consumers and expects to sell 30% of their mobile phones through e-commerce in FY19. With growth in e-shopping in tier-2, -3 cities, where FORME has a stronghold, the company expects to fulfil significant amount of orders from tier-2 and -3 cities. As per various reports, the next leg of growth for e-commerce as well mobile companies is expected to come from tier-2 and -3 cities. Until now the company was majorly focusing on offline channels for sale that contributed to 95% of their revenues.

FORME’s Gurugram-based factory carefully builds each and every mobile unit to be further sold across India. The process also involves domestic value addition to mobiles units. With the aim to double its mobile phone sales in India, FORME is also looking to increase its workforce. Currently, FORME factory employees more than 500 workers and has more than 50% women workers associated with the brand.