By Alisha Fatima

The mobile handset sector has been severly impacted during the Covid-19 pandemic with device makers and importers collapsing but 2021 is expected to be better as industry's recovery is propotional to a successful vaccination against contagious disease. In an interaction with The PageOneAsia's Alisha Fatima, The Mobile Association President Bhawna Kumari talks on industry's current health, recovery prospects in 2021, India's dependence on Chinese companies, and Atmanirbhar Bharat or self-reliant India campaign. Edited excerpts:

What has been the impact on sales and supplies amid the Coronavirus outbreak and subsequent lockdown?

The impact has been tremendous for our fragile industry. We have seen small device manufacturers and importers collapse, some have seen their investments vanish, some have exited the industry altogether after being in it for decades. Some of the diehards are still keeping the light burning by borrowing funds. It has been a global challenge this year for every industry and it has been a very difficult and tested time for our industry as well. However, we have started seeing the comeback slowly and we believe that by Q3 2021, we will be in a better and stronger place.

What are your views on industry's recovery?

Our Industry’s recovery is directly proportionated to our country’s confidence in the covid vaccine. How well the gaps will be filled in the immunization system in reaching the last mile of billion plus citizens is going to be a dip stick measure.  We certainly hope that with Government’s strong collaboration, distribution, coordination and proper implementation order of vaccine, will rebuild the consumer’s confidence in spending which is of the utmost to our industry.

Are you optimistic that industry's losses during  2020 will be recovered in 2021?

We are projecting that 2021 will bring about a dramatic shopping storm for smart devices which will help propel our industry and wipe out any losses which are incurred by this tragic pandemic.

Do you think it’s time to cut dependence on Chinese device makers in a way to make India Atmanirbhar?

A. What 2020 with Covid pandemic has taught us that being completely dependent on other countries is inviting a self-inflicted disaster. A short circuit in the supply chain relationships and meeting the demand goes haywire, which is not healthy for the citizens, nor for the economy, especially in difficult times. It is very difficult to cut the dependence on the Chinese device makers by abrupt cessation at this time, which is going to result in unpleasant experience with telecom ecosystem and consumers as opposed to gradually easing the dependency through reduction over time in a proper phased manner. It will be difficult cause the Government would have to step up and supporting, training, subsidizing and enhancing the local manufacturing capabilities. It is not going to be an easy picking unless taken very seriously. If done right it could very easily overturn the deficit that we are facing today.

How Indian brands should use the current challenges to turn them into opportunity?

This is a phenomenal time for the Indian brands, if they can only re-position themselves to cater the need in today’s covid times. The consumers are evaluating value for money more than they did before. The only way to regain the market footing again is for the Indian brands to do is to launch innovative products backed with exhaustive research & development and thorough testing. They should focus on re-marketing their brands or even creating new brands if necessary to satisfy the ever-hungry appetite of the youths of India.

The form factor is changing and consumers are demanding richer experience today. What is your piece of advice for handset makers?

As the nation is grappling with remote learning as a result of Covid pandemic, the smartphones which are predominately used for remote communication applications is seen as a must have in today’s times. It has gained many fold momentum over feature phones. Today’s youth is turning to smart devices more than ever before as they have grown up in this digital age. As per recent stats close to one third of the India’s youth population compromise of “Generation Y and Z”. This youth category of generation is more patriotic and are the major contributor or influencer for the purchases for the mobile devices. This generation should be targetted by selling them experiences rather than the device with videos in the marketing campaigns. Further, the major influencers of the social media should be roped in to promote smart devices. Brands should engage them online with rapid turnaround, on their feedbacks as touch points, showing them that your brand cares, while getting them hooked for the next product launch.

What are your views on Atmanirbhar Bharat (self-reliant India)?

The Indian brands can capitalise on silver lining extended to them by way of Atmanirbhar Bharat. It will be extremely important and wise to cash in this once in a lifetime opportunity which can excel them beyond their expectations.