Make in India campaign gets big push by China’s LeEco - Digital Edge
Sat, Sep 21 2019, 1:02 pm

Make in India campaign gets big push by China’s LeEco

By Digital Edge Bureau, 01.09.2016, 18:02

Inaugurating the LeEco manufacturing facility at Greater Noida

Around eight months back China’s leading handset manufacturer, LeEco, entered the Indian market with a slew of feature phones what it calls Superphones, and in no time the company established its brand in the country—giving cold feet to foreign MNCs including Samsung, HTC, Lenovo, Gionee, and even Apple. The local brands—including Micromax, Karbonn, Intex, and now Oppo—too got perplexed with the meteoric rise of LeEco in the Indian smart phone market. The company, maintaining the right balance of price and performance, took the route of the booming online market platforms—backed by unprecedented branding blitzkriegs—swiftly made inroads into the Indian markets. In many ways, this is a major success story, where any new entrant rode the ‘online vehicle’ for satiating millions of aspiring young Indians living in urban, semi urban and rural ones, who yearn for feature-rich, and reliable mobile phones.
Having won the battle so quickly and decisively in terms of units of handsets shipped in the Indian market, LeEco moved on to establishing its own manufacturing facility at an investment of $5 million at Greater Noida. The importance of LeEco could also be gauged by the fact that the entire team of Ministry of Electronics & Information Technology—consisting of Shri Ravi Shankar Prasad, Union Minister for Electronics & Information Technology and Law & Justice; Shrimati Aruna Sundararajan, Secretary, MeiTY; and Shri Dr. Ajay Kumar, Additional Secretary, MeiTY, was present at the inauguration of the Greater Noida manufacturing plant.
“As the market size for electronics is expected to grow to $400 billion by 2020, it is imperative to promote local manufacturing. LeEco is a name of global repute and it is heartening to see it align with ‘Make in India’ just after entering India eight months earlier. We laud their efforts of training local talents and building a center of R&D excellence in the country”, viewed Shri Ravi Shankar Prasad.
Tin Mok, Vice President of Le Holdings & CEO of LeEco Asia Pacific said, “India is top priority in LeEco’s global expansion roadmap. Our investments here—be it our manufacturing plant or our R&D centre that will train hundreds of local talents—all demonstrate that we’re here for the long haul.  Our ultimate objective is to offer our users more and more locally manufactured products that are customized to Indian consumers’ needs.  We’ve a strong R&D team in India and plan to add over 1,000 engineers to it by the next year, which we intend to leverage for designing and developing products that resonate even better with our users here and also in overseas markets”. Apart from $5 million initial investment, the company plans to pump another $2 million in bring further automation to the manufacturing plant.
The Greater Noida facility is spread over an area of 200,000 square feet, and has a capacity of producing close to 60,000 phones per month. However, by the end of 2016, LeEco plans to rapidly ramp up the production to 200,000 Superphones per month. This facility will now ensure that users get the same quality of products manufactured locally at better price. LeEco has already roped in close to 200 skilled employees at the facility, and plans to scale up significantly in coming months. This initiative will be key to fostering innovation, protecting intellectual property and enhancing skill development.


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