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29 March 2024

'Spice' smartphone @Dh1,200 to heat up price war in UAE

SPice smartphone

Published
By VM Sathish

Spice Global, a diversified conglomerate with interest in mobile phone manufacturing and distribution, is introducing eight models of its Spice mobile phones and smartphones in the GCC market, through UAE distributor Fathima Group.

Spice Global plans to foray into the handset market in the Middle East and North Africa region with the same group and other franchises.

Announcing the launch of its smartphones and mobile phone range in the UAE market, Anand Krishnan, Chief Executive Officer, Spice Middle East said Spice will introduce its latest smartphones in the UAE market.

He claimed the Telecom Regulatory Authority (TRA) has approved the first consignment of mobile phones that is compatible to the UAE specifications. 

The price range of Spice mobile phones in the UAE will be from Dh79 for the basic models to Dh1,200 for the smartphones. 

Spice Global's Indian entity Spice Mobility recently launched the 5-inch Smart Flo Pace 2 Mi-502 in India. This dual-SIM smartphone which runs on Android 4.0 Ice Cream Sandwich is available in India for Rs6,999.

The Bombay Stock Exchange (BSE)-listed S Mobility is coming to the UAE market after establishing its presence in India, Nepal, Bangladesh, Uganda, Tanzania, Zimbabwe and Sri Lanka.

“Spice will launch the latest S Coopland smartphone in the UAE soon as our recent product S Coolpad M515 received tremendous traction after its launch in India. UAE will witness an exquisite range of phones from Spices stable,” said Anand Krishnan. 

“We currently have 35 to 40 models of mobile phones in the Indian market, and about 5 per cent of the mobile device market there.

“We are adapting some of these handsets to suit the UAE market. The basic models, middle range models and premium smart phones will be introduced here in the first phase and our smartphones with most of the features of leading brands will be available at half the price in the local market,” he said.

According to one report, 250 million mobile devices are sold in Indian market every year.

Unlike India which is a cost-conscious market, the UAE customers are more quality conscious, Anand Krishnan said.

Spice claims a 5 per cent share in the Indian mobile devices market.

The group is also planning a distribution model and in the UAE, it has tied up with the Fathima Group to distribute their phones in all the seven emirates.

Spice has three factories, one in India and two in China, through joint ventures, according to the CEO.

“We have studied the UAE market and will be adapting our smartphones for the premium end of the market and our smartphones will be priced half the price of leading markets currently available in the market. 

“We are not competing with the big brands but can offer smart phones with similar or more features at half the price,” Ananda Krishnan said.

Sameer Sulaiman, Chief Executive Officer, Fathima Group of Companies said the addition of Spice to the groups brand portfolio will greatly enhance the groups sales volume and channel reach.

Spice Global is a diversified mult-national firm founded by Dr B K Modi, a well-known Indian entrepreneur.