Lava to Launch "Made in India" Smartphone on January 7, 2021

Indian phone company Lava Mobiles sent invitations to a virtual event on January 7 on Monday. The company is likely to introduce a new "Made in India" smartphone. It has also started to build buzz around the announcement on social media. "The day the smartphone industry will never be the same again," reads one of Lava Mobiles' tweets.

In his personalized invitation to the virtual event, Lava Mobiles president and commercial Sunil Raina said the announcement would offer something "that has never happened before in the smartphone industry."

"Never before smartphone engineering has been so evolved and dynamic. Thanks to our talented engineers. Tune in to the live webcast of history in the making. I promise what follows will make you feel proudly Indian," he said in the video invitation.

Lava will reportedly launch up to four new Made in India smartphones. The devices will be priced between ₹ 5,000 and ₹ 20,000, 91Mobiles reported.

Lava's new efforts to push Made in India phones come at a time when Chinese phone companies continue to dominate the space. Even when the government has called for an "Atmanirbhar Bharat", Indian phone companies like Micromax are looking to come back.

Lava will also make devices for other brands like Nokia (HMD Global) and Motorola, according to an Economic Times report. The mobile phone company is also among those that have obtained approval from the government of India under the PLI (Production Linked

Scheme) scheme and all local players have "proposed a production of ₹ 1.25 lakh crore for the next five years".

This year in June Rain, in an interview had hinted that he would bring more quality products to market in a bid to take on Chinese rivals.

"I think the next decade belongs to India because in the next "I believe the next decade belongs to India because in the next decade things are going to change dramatically. The skilling is going to happen. See till now what was the case? 10 years back, the case was that customer's expectation of quality and experience was way below what it is today. You cannot go back and say, Okay, I am going to use the same quality and same experience. And just because I am Indian, people will buy my products, that is not going to work anymore. If people have to buy an Indian brand, they will buy it on merit. And we must work harder now to make sure that we attain that merit. So, then consumers choose us. It is not that some sentiment is going against somebody and therefore you will gain. We have to gain on our merit and not at someone's else disadvantage," he had said.