How has Vivo built its 15 per cent market share in India?

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Vivo Established a Significant Market Presence in India Through Product Specialisation and Extensive Brand Marketing

Vivo has successfully captured a substantial 15 per cent share of India's highly competitive smartphone market by focusing on budget-friendly devices and leveraging large-scale, multi-year sponsorships of prominent sporting events. Since its entry into the Indian market in 2012, the company has diligently worked to establish its brand as a familiar name across Indian households. This strategy has been further supported by significant local manufacturing operations, producing 50 million devices annually and employing 10,000 Indian workers at a facility located near New Delhi.
Focus on Budget Handsets

Vivo has strategically positioned itself within the Indian market by specialising in budget handsets. This approach targets a broad segment of Indian consumers who are particularly price-sensitive, allowing the company to achieve significant sales volumes. By offering affordable yet functional devices, Vivo has appealed to a large user base, contributing to its substantial market penetration.
Extensive Brand Sponsorships

A key element of Vivo's market-building strategy has been its commitment to multi-year sponsorships of popular sporting events. Notably, its association with the Indian Premier League (IPL) T20 cricket tournament has played a crucial role in elevating brand visibility. These high-profile sponsorships have enabled Vivo to become a household name, fostering brand recognition and consumer trust across India since its market debut in 2012.
Local Manufacturing and Employment

Beyond marketing and product strategy, Vivo has invested in local manufacturing capabilities within India. The company operates a factory near New Delhi, which produces approximately 50 million devices annually. This significant manufacturing presence not only supports its market supply chain but also provides employment for 10,000 Indian individuals, underscoring a commitment to local economic contribution.

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How has Vivo built its 15 per cent market share in India?

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