Mumbai: In a bid to break entry barrier for coloured-display phones, Reliance Communication on October 3 launched ‘Classic 732’ at a price of Rs999, the lowest in Indian market.
Classic is India’s largest operator-driven handset brand introduced by Reliance at a very low entry level pricing, a company official said.
“We have crossed the one crore sales mark in Classic handsets. Now, the Classic 732 will become the entry level handset for new mobile users in the country,” Reliance Communications President, Personal Business S P Shukla told reporters here.
Earlier in May, the company had launched the Classic monochrome phones at a price of Rs777.
“With about 200 million mobile users in India, the penetration still is at a low of 20 per cent. Apart from affordability for new customers, we have to enhance the experience of existing customers,” Shukla said.
He declined to comment on the handset manufacturing cost or the cost at which the company was purchasing it.
“The pricing is through a comparison of acquisition cost of a new customer and the customer life cycle value,” he said.
Reliance Communication has a total customer base of over 38 million including 1.2 million individual overseas retail customers. Its average revenues per users (ARPUs) was Rs375.