Time to revisit ‘Make in India’ initiative to strengthen domestic brands

  • Samsung, Intex and Rising Star are the top three Original Equipment Manufacturers in the country.
  • Rising Star is the largest contract manufacturer in India.
  • Leading global OEMs manufacturing handsets for India market are Shenzhen Tecno Technology, Samsung Electronics (Huizhou) and Shenzhen Benavi Electronics Co. Ltd in that order.
  • Focus should also be on Designing and Engineering to complete the acronym of ‘MADE’ in India.

New Delhi / Gurugram, Monday, April 10, 2017: CMR today announced industry’s first report that gives insights on OEMs (Original Equipment Manufacturers) manufacturing handsets for their own brands or supplying to leading handset brands selling in India.

As per the report, 48 OEMs and 3rd party manufacturers made mobile handsets in India during 4Q, 2016.  Remaining 140 OEMs supply to brands selling in India for the same period.

Announcing the report, Faisal Kawoosa, Principal Analyst, Industry Intelligence Practice at CMR said, “The positive thing about ‘Make in India’ of attracting foreign OEMs to assemble/manufacture in India has been progressively achieved. However, at the same time, it has not resulted in strengthening of domestic brands. There is a need to revisit the initiative that focuses on empowering domestic brands within the global trade regime. CMR believes ‘MADE’ for handsets stands for Manufacturing, Assembling, Designing and Engineering, while the Manufacturing and Assembling have been taken care of, now we should gear up for Designing and Engineering to complete the acronym MADE. ”

As per Faisal, “This could be achieved in supporting domestic brands in their transformation from trading to technology companies. The entire ‘Make in India’ programme should have elements that not only attracts manufacturing but also gives impetus, especially for local brands towards building a thriving ecosystem within a time bound manner.  Otherwise, we are seeing non-local brands, especially from China, gaining market at the cost of Indian brand share.”

As per the report, Samsung is the leading OEM for overall mobiles as well as Smartphones in India.  Rising Star is the leading 3rd party manufacturer, while Intex and Vivo are the other two OEMs making to the top 3 lists of overall handsets and Smartphones respectively.  Rising Star manufactures phones for Asus, Gionee, InFocus, Microsoft, Oppo, Xiaomi.

Top global OEMs manufacturing handsets for India market are Shenzhen Tecno Technology (manufactures for Itel), Samsung Electronics (Huizhou) and Shenzhen Benavi Electronics Co Ltd (manufactures for Micromax and Zen).

Krishna Mukherjee, Telecom Analyst with CMR said, Make in India has surely helped to pull the crowd and the numbers are quite encouraging for the country. In fact, the ratio of domestic and import shipments today stands at 66:34. But now the only concern remains to reduce the global imports, which is possible with government’s intervention. Apple’s manufacturing plans would further improve the current scenario.”