At a recent media interaction ahead of Wobble’s debut smartphone launch, I had the opportunity to interview Anand Dubey, CEO of Indkal Technologies, to discuss the company’s brand philosophy and market vision of launching a new phone brand in India.

Wobble, a new consumer electronics brand under Indkal Technologies, has already gained attention for its “Made in India” approach and ambitious entry into the smartphone market. With its first phone launching on November 19, the company aims to bring locally designed, performance-focused smartphones to young Indian consumers.

To help you understand Wobble’s philosophy and roadmap, the conversation has been divided into several clear sections.

Brand identity and philosophy

According to Anand, the name ‘Wobble’ itself represents the dynamic, fast-moving spirit of India’s youth. “When we were envisioning a phone for this young, ambitious India, we wanted a name that captures action, movement, and optimism,” he explained.

He elaborated, “Wobble is that smallest, controlled or uncontrolled movement between ambition and achievement. It reflects the energy, the restlessness, and the constant motion that define our generation. That spirit is what we wanted our devices to embody.”

This philosophy influences everything from the brand’s design to its user experience, creating smartphones that are not just functional but reflect a certain Indian energy and identity.

Market differentiation

When asked how Wobble plans to stand out among established and emerging brands in India, such as Aiwa, Acer, and Alcatel, Anand was clear about the brand’s priorities.

“Our focus is on doing justice to our philosophy,” he said. “Our devices are going to be nifty, responsive, and strong in multitasking. We’re bringing a best-in-class camera module while being mindful of the spending power of today’s consumers.”

He added that Wobble’s user interface and responsiveness will be its key differentiators. “The design and craftsmanship are on par with or better than most international brands. And because it’s designed and built in India, we can ensure better quality control and local relevance.”

“Made in India” value chain

Wobble positions itself as “India designed and India manufactured,” but Anand was quick to clarify what that truly means.

“For some components like the chipset, we still rely on external manufacturing,” he said. “However, for displays, batteries, chargers, speaker modules, and even parts of the PCB, we’ve already achieved local production.”

He added that this high level of value creation sets Wobble apart from most brands. “This is not just assembly; it’s engineering and designing in India. That’s where real innovation and long-term value come from.”

Product roadmap and pricing

Wobble’s first smartphone is set to launch on November 19, and Anand was keen to highlight its performance and camera capabilities.

He teased, “The camera is the standout feature, supported by AI enablement and efficient CPU utilisation. The device runs on the MediaTek Dimensity 7400 chipset and features a completely bloatware-free experience, making it extremely responsive.”

While he didn’t reveal the entire spec sheet, Anand promised a smooth, clean Android experience and said users can expect a product that “balances performance with simplicity.”

Discussing Wobble’s near-term roadmap, Anand confirmed, “In the first 12 months, we’ll launch three devices across different segments, starting with a mid-segment model and then expanding both upwards and downwards in the lineup.”

While pricing details were not confirmed, Anand indicated that Wobble aims to stay competitive while delivering premium user experiences.

Software strategy

Wobble plans to offer a near-stock Android experience, something increasingly rare in today’s market. “Our UI is as close to stock Android as you can get,” Anand said. “We want users to feel in control, not overwhelmed by unnecessary software.”

He also confirmed that the brand is committing to a minimum of three years of software updates. “It’s a part of the promise we make to customers. Regular updates are a hygiene now for any serious smartphone brand,” he added.

Distribution and after-sales service

Anand made it clear that Wobble will not limit itself to online sales. “We are an omnichannel company, with presence across e-commerce, modern trade, and general retail distribution,” he explained.

He emphasised that after-sales support will be one of Wobble’s strong suits: “We already have 500+ service centres for Indkal devices and service coverage across 18,500 pin codes in India. We’ll expand aggressively and ensure the full list of service centres is public before sales begin.”

Business strategy and longevity

Entering a crowded smartphone market like India’s can be daunting, but Anand remains confident. “Our long-term goal is to reach a mid to high single-digit market share within 36 to 48 months,” he said.

On sustaining consumer trust, he added, “We’re already operating at scale in India through Indkal. For us, the challenge isn’t sustainability; it is maintaining consistency. If we keep delivering on quality and performance, the risk of fading away doesn’t exist.

Ecosystem and future plans

Wobble’s expansion plans go well beyond smartphones. Anand revealed that the brand will showcase a full product lineup at the launch event, including televisions and new consumer electronics.

“We’re creating an ecosystem of connected devices,” he said. “After establishing ourselves in India, we’ll begin exploring international markets, possibly by the end of this financial year.”

Reflecting on the brand’s journey, Anand shared a personal note: “After two years of development, the most rewarding moment was when we held our first completed prototype and felt proud, as consumers ourselves, that this is a device we’d genuinely want to use.”

He concluded, “With Wobble, we’re building something truly ‘Made in India, made for India,’ products that represent innovation, local insight, and the confidence to compete globally.”

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The post Interview: Indkal CEO Anand Dubey on How India’s New Brand Plans to Disrupt the Smartphone Market appeared first on Gizmochina.

I recently had the opportunity to speak with Arijeet Talapatra, the dynamic CEO of itel India, a brand that has built an unshakable reputation in India’s budget smartphone and feature phone segments. With a mission to make “technology for all” a reality, itel has become a trusted name in Indian households, connecting more than 110 million (11 crore) consumers through its range of feature phones, smartphones, smart gadgets, and televisions.

Under Talapatra’s leadership, the brand has achieved remarkable success, from maintaining its No. 1 position in India’s feature phone market with over 31% market share, to becoming one of the leading players in the sub-Rs 10,000 smartphone category with 22% market share (as per Counterpoint 2025). itel’s strength lies in combining affordability, reliability, and durability with localized innovation that caters to the real needs of Bharat.

Our discussion spanned several themes, from itel’s guiding philosophy and product durability to its AI initiatives, large-scale manufacturing, and plans to create a connected ecosystem of smart products.

Below is the complete interview, divided into thematic sections for clarity.

itel’s vision of “technology for all” in India’s digital decade

Arijeet began by reiterating the brand’s founding belief: “We strongly believe that affordable technology is the backbone of India’s digital decade. It is not just about devices, it is about empowerment.”

He explained how this belief drives itel’s product strategy. “As India accelerates its digital growth through initiatives like Digital India and 5G networks, our focus remains on delivering high-quality, feature-rich products at accessible price points. This ensures that no one is left behind in the journey toward a truly connected and inclusive Digital India.”

For Talapatra, “technology for all” is not a slogan, but a social commitment. “Whether it’s a farmer who needs a simple, long-lasting feature phone, or a fisherman who depends on signal strength in remote seas, or a young student buying their first smartphone, we want to provide them with a device that is durable, reliable, and affordable,” he said.

He added that itel’s product philosophy has expanded over time: “That’s why today you’ll find itel across various categories including feature phones, smartphones, smart gadgets, televisions, and many more upcoming product lines. This approach has helped us connect with more than 110 million customers in India.”

Standing apart through practical innovation

When asked how itel differentiates itself from a crowded market of budget smartphone players, Talapatra was clear: “We stand out because we focus on practical innovation, something that affects the daily lives of people.”

He cited this consumer-first approach as a reason behind itel’s consistent dominance. “This focus has made us the leading player in the sub-Rs 10,000 category with a 22% market share, and among the top brands in the sub-Rs 8,000 segment,” he said.

itel’s upcoming launch, the itel A95 5G, marks a major step toward “massifying AI for Bharat.” “We want to make AI accessible for everyone. Our futuristic AI-powered 5G smartphone, starting at Rs 9,299, brings an AI voice assistant and several advanced AI features that were earlier limited to premium smartphones,” he explained.

He backed these claims with data: “According to a Counterpoint report of 2024, itel leads in conversion rates from awareness to trial (61%) and from trial to current usage (86%) among feature phone brands. We also score the highest in overall satisfaction (94%) and brand loyalty (94%).”

Arijeet credited this success to itel’s extensive retail and service footprint. “We have over 1,000 distributors, 130,000 retailers — one of the highest in India — and more than 1,000 service centers. This ensures that itel products, service, and support are always within easy reach of consumers.”

Durability as a defining trend in Indian smartphones

Durability, according to Arijeet, has already become a new battleground in India’s smartphone market. “Yes, it already is. In many households, a phone is not replaced every year, it’s expected to last for years. The average replacement cycle of smartphones is increasing, and consumers want phones that last long,” he said.

He added, “If a phone breaks easily, it becomes a financial burden. That’s why we are focusing so strongly on durability, because for our customers, it directly translates into peace of mind and value for money.”

itel A90 Limited Edition: Merging durability and design

itel’s focus on durability is best reflected in the itel A90 Limited Edition, which combines military-grade toughness with a modern, stylish design. “The A90 Limited Edition is where tough durability and trendy design meet to create a perfect balance of performance and style, starting from just Rs 6,399,” said Talapatra. For those unfamiliar, the limited-edition phone was announced in September in India.

He continued, “It exemplifies our belief that strong and durable build quality should be available even at entry price points. We continue to dominate the sub-Rs 7,000 segment by offering military-grade toughness alongside our industry-first free screen replacement guarantee within 100 days.”

Arijeet pointed out that itel is currently the only brand offering military-grade durability in the sub-Rs 7,000 category. “Durability is part of our DNA,” he said. “It’s not limited to smartphones. Our smartwatches, like the Alpha Edge and Alpha Style, come with IP68 water and dust resistance. These are India’s first smartwatches with an integrated protective case, blending ruggedness with modern design.”

He believes that durability will soon become a major defining factor in the budget segment. “Consumers now want products that don’t give up on them easily, and that’s where itel has a clear edge,” he said.

India’s first AI-enabled feature phones

itel, recently became India’s first brand to launch AI-enabled feature phones, starting with the Super Guru 4G Max.

“Our inbuilt AI Assistant responds naturally to voice commands in both Hindi and English, helping people make calls, set alarms, send or read messages, open the camera, play music or videos, and even turn on the FM radio, all without navigating complicated menus,” Talapatra explained.

He added, “When we added AI to feature phones, our goal was to make usage easier for everyone. Until now, AI was largely limited to premium smartphones. We wanted to ensure that access to AI is not restricted to any price range, truly democratizing technology for India.”

Keeping feature phones relevant while promoting smartphone adoption

Despite India’s growing smartphone base, feature phones still hold a sizable market share, especially in rural and semi-urban areas.

“Our mission has always been to democratize technology, and we see ourselves playing a crucial role in this transformation,” Arijeet said. “Feature phones are still the starting point for millions of Indians, so we keep upgrading them with stronger signal strength, 4G connectivity, UPI support, and now, AI.”

At the same time, he emphasized the brand’s role in smooth digital progression. “Many of our feature phone users who move to smartphones prefer itel because they already trust our brand,” he said.

Strengthening localization and manufacturing under Make in India

itel’s strong presence is supported by its robust manufacturing base in India. “We have always been strong believers in the Government’s Make in India initiative,” Arijeet said.

He detailed, “With three manufacturing facilities in Noida spread across 350,000 square feet and boasting an annual capacity of 24 million handsets, we are perfectly positioned to meet the growing demand of Bharat.”

He cited the itel King Signal Feature Phone as an example. “It offers 62% stronger network connectivity and 510% longer call duration in low-network areas and can operate in extreme temperatures from -40°C to 70°C,” he shared.

He believes localization gives itel a strategic advantage. “By responding faster to market demand, customizing products for Indian consumers, and maintaining cost-efficiency, we are able to deliver innovative products at unbeatable prices,” he added.

Expanding scale and sustaining leadership across Bharat

itel’s success story is deeply rooted in scale and customer trust. With over 130,000 retailers, 1,000+ distributors, and 1,000 service centers, the brand has created one of the strongest distribution and after-sales networks in India.

“Sustainable scale comes from delivering consistent value,” Talapatra said. “Exceptional customer service is the cornerstone of customer trust, turning every interaction into an opportunity to build lasting relationships.”

He also emphasized the importance of after-sales support. “itel has established a robust service network with more than 1,000 service centers across India, ensuring unrestricted access to after-sales support for our customers. We are very confident about our product quality, which is why we provide an industry-first free screen replacement offer within 100 days,” he said.

“This no-questions-asked guarantee provides peace of mind and strengthens customer confidence in our brand. Strong customer service is the cornerstone of loyalty, and the high brand trust itel enjoys today is proof of that,” he added.

The road ahead: Building an ecosystem of smart products for Bharat

itel is now preparing for the next phase of its evolution, creating a connected ecosystem brand for Bharat.

“We want to become an ecosystem brand for Bharat, for the people living in Tier 3, 4 and 5 cities,” said Arijeet. “Our vision is to create a one-stop destination where a wide range of categories including mobiles, smart gadgets, home appliances, and other essential products are available under one roof, tailored to the unique demands of modern youth.”

He added, “Our goal is to offer a meaningful experience across a diverse range of durable, reliable, and affordable devices, ensuring that technology not only fits effortlessly into daily lives but also adds lasting value.”

He hinted at an ambitious product roadmap. “We have several important initiatives planned in this area that will be rolled out in the coming months. In the next few quarters, we will launch an exciting range of innovative products, with a strong focus on smart gadgets.”

Final thoughts

itel’s journey exemplifies how technology can be inclusive, durable, and accessible. From being the undisputed leader in the feature phone market to becoming a force in affordable smartphones and AI innovation, the company continues to bridge the digital divide in India.

As Arijeet Talapatra concluded, “Durability, reliability, and affordability, these are not just promises, they’re the foundation of everything we do at itel. Our mission remains simple, to create meaningful technology that every Indian can trust and afford.”

The post How itel India is Democratizing Technology for 11 Crore Users: A Conversation with CEO Arijeet Talapatra appeared first on Gizmochina.