Wired For Bharat

As 5G penetrates Tier-3 and beyond, a content creation surge is reshaping Bharat's smartphone needs; where high storage, in-built ring lights, and macro cameras are priorities, says Puravansh Maitreya of Lava.

- Team BrandSutra

The Indian smartphone market is a battlefield where global giants dominate with deep pockets, constant innovation and aggressive marketing. In such a high-pressure arena, survival requires more than just good products—it demands cultural insight.

Amidst this intensity, Lava has carved out its space as a rare home-grown player that not only designs and manufactures phones in India, but also champions the aspirations of Bharat. In a conversation with BrandSutra, Puravansh Maitreya, Head of Marketing at Lava International Limited, shares how the brand goes toe-to-toe with global heavyweights while staying rooted with trust and accessibility.

Edited excerpts...

Q. Tell us about Lava's core positioning in the smartphone market and the audience it aims to reach out to.

A. As one of the very few companies that design and manufacture phones entirely in India, Lava stands as a symbol of self-reliance, innovation and national pride. Whether it's offering smartphones that support regional languages, upholding high standards of safety, or creating a customer support model that reaches even the remotest locations, like Kargil, where our team once travelled 200 km through snow to repair a phone, our focus is always on putting the user first.

Q. What shifts have you observed in consumer preferences for smartphones in India?