Apple Rethinks India: Ropes In Brightstar; Targets 7X growth

Apple has partnered with wireless distribution and services giant Brightstar to sell its devices in India. The move comes on the back of the Cupertino giant’s plan to increase sales in the country from 1 million units in the fiscal year that ended September 30, 2014, to 7 million units by 2018.
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Brightstar recently bought a 51 percent stake in Beetel Teletech, and with Apple’s distribution deal is expected to emerge as one of the most aggressive players in the market. The electronics major currently operates in India through distributors Redington and Ingram, with the former accounting for nearly 70 percent of the company’s sales.
It is claimed that Brightstar has poached Redington’s top officials in charge of Apple’s business unit in India, including Puneet Narang, who will head the company’s in India. Further, with Apple adding a third distributor in the country, the company current two partners will be put under pressure to maintain market share.
The move comes at a time when Apple has planned to open 500 stores across India’s metros and tier 2 & tier 3 cities, as part of its plan to move out of operating in the fringes of the country’s smartphone market. Apart from this, the company will also invest in above-the-line advertising campaigns – something it does only in major markets such as the US and UK.

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