TheCable

Lava, an Indian phone maker, has launched its products in Nigeria saying it is targeting both low and high-income earners.

Speaking at the launch, Sushil Segal, country head for Lava, said the company is targeting emerging markets hence, the reason it launched in Africa two years and now trading in Egypt, Sudan, Ghana and Kenya.

Rohit Singh, the company’s executive director, business and development in West Africa, said the company hopes to make luxury phones available at affordable rates.

“We know we are late but we are not too late. The difference between us and other manufacturers is that Lava has complete control over the entire process of manufacturing a mobile phone,” he said.

“LAVA intends to invade the Nigerian market with the latest devices that carry advanced capabilities to compete with prominent international brands, especially the Chinese ones at affordable prices to the average and medium consumer.

“LAVA focuses on utilizing the software industry and the economical proximity with the Nigerian market to deploy technologically advanced products.

“LAVA will take advantage of the strong relations, the state of economic mobility and trade exchange between the Nigerian and the Indian civilizations and their similarity in many characteristics, qualities, cultures and economic situation and follow the example of major Indian investment companies in the creation of a brand that suits the Nigerian consumer.”

Singh said the company would be open to software from Nigerian developers in the future.