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    Nokia partners Flipkart to launch smart TVs in India

    Synopsis

    Flipkart has entered into a strategic relationship with Nokia that grants it the use of the Nokia brand for smart TVs in India – a global first for the brand in the TV category. Flipkart will leverage its understanding of the needs of Indian consumers to develop, facilitate the manufacturing and distribution of the Nokia branded smart TVs.

    PTI
    After Motorola, Nokia has now partnered e-commerce major Flipkart for launching smart TVs in the Indian market, marking the smartphone maker's foray into consumer durables space.

    Flipkart has entered into a strategic relationship with Nokia that grants it the use of the Nokia brand for smart TVs in India – a global first for the brand in the TV category, a statement said on Wednesday.

    "Flipkart will leverage its understanding of the needs of Indian consumers to develop, facilitate the manufacturing and distribution of the Nokia branded smart TVs, while managing the end-to-end go-to-market strategy," it added.

    The companies, however, didn't give any information about product specifications, pricing and launch date.

    A number of phone companies have now added smart TVs to their product portfolio. These include players such as Samsung, Micromax, Intex, Xiaomi, Motorola and OnePlus.

    In September, Motorola had announced its partnership with Walmart-backed Flipkart to launch its smart TVs in India. Its television sets -- available in display sizes ranging from 32-inches to 65-inches -- are priced Rs 13,999 onwards.

    The Nokia branded smart TVs will feature audio powered by JBL's sound program.

    "Nokia is a globally popular technology brand and enjoys immense brand recall, so we're excited to start this journey with them to extend the brand into a fast-growing product segment," Flipkart Senior Vice President and Head - Private Brands, Electronics and Furniture Adarsh Menon said.

    Notably, Flipkart also offers smart TVs under its private label -- MarQ by Flipkart. It offers smart TVs with screen size of 24-inches to 65-inches UHD, priced between Rs 6,999 to Rs 64,999.

    "Today marks the start of an exciting new chapter for the Nokia brand in a new category...Flipkart's understanding of the needs and behaviors of Indian consumers, and the power of its reach, will help it make Nokia branded smart TVs accessible and affordable to many," Nokia Vice President Brand Partnerships Vipul Mehrotra said.
    (Catch all the Business News, Breaking News Events and Latest News Updates on The Economic Times.)

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    7 Comments on this Story

    ST314 days ago
    It can safely be assumed that the best time for launching almost any major product – incl. smart TVs, in the Indian market, is a few months prior to Diwali. This is because, with bonus in hand, most Indians indulge in ‘binge buying’ during that period. (For purchase of gold, jewellery, cars and homes – the auspicious day is Dhanteras/Dhantrayodashi – the first day that marks the festival of Diwali.)
    So unless Flipkart has a ‘soft launch’ in mind, a few months prior to Diwali 2020 is probably when the Nokia smart TV will hit the Indian market.
    St Mumbai314 days ago
    It can safely be said that the brand name/endorser hasn''t particularly mattered to the Indian consumer.
    Chinese brand Xiaomi was able to firmly entrench itself in the smartphone space. Ditto for OnePlus in the higher priced smartphone segment. But… the signature Android smartphone endorsed by none other than the “Master Blaster” Sachin Tendulkar himself and sold as a ‘Flipkart-exclusive’, sunk without a trace. 😁😁
    St Mumbai314 days ago
    Nokia granting Flipkart the right to use of the Nokia brand for smart TVs in India – a global first for the brand in the TV category, is evidence of their desperation.
    But, when they COULDN''T make a successful re-entry into the Indian smartphone market – a segment where they were market leaders, why does Nokia think that a strategic relationship with Flipkart will make Indian consumers view the Nokia brand any differently???
    The Economic Times