On the brand’s return to India marked with the launch of the Honor 90, Madhav Sheth, CEO of HTech, talks strategy, consumer focus, and filling market gaps.
“Honor wants to ensure there isn’t a repeat of the fiasco like last time,” Madhav Sheth said in an interview with indianexpress.com, discussing Honor’s resurgence in the country after a three-year hiatus.
Honor, once known for its high-quality yet budget-friendly hardware — and, of course, its highly-efficient Kirin chipsets — temporarily withdrew from the Indian market in 2020 by discontinuing phone sales. Initially, it was speculated that geopolitical tensions between India and China which had placed Chinese brands under increased scrutiny prompted this exit. However, Sheth, tasked with leading Honor’s return to India, has revealed additional factors.
According to Sheth, past shortcomings in India were rooted in unstable management, flawed decision-making, and hierarchical challenges, not to mention the Google ban during Honor’s close association with Huawei. However, this time, they are determined to learn from their past mistakes.
“In the Indian market, I would say there are about three or four brands. The rest are surrogate brands with similar designs and products. There’s a need for change and technological advancements, not only in the entry-level segment but also in the mid-premium and premium segments. The Android ecosystem needs a stronger player, not just in the premium segments, but also in the sub-$300 segment. That’s where the opportunity lies, in my opinion,” Sheth emphasised while highlighting the gaps they aim to fill.
“Our strategy is straightforward: address consumer pain points.” (Image: Honor)
When asked about the changes in the market prompting Honor’s return, Sheth candidly admitted, “I don’t precisely know what has changed, but I can sense the unease among other brands. Perhaps we are doing something right, and that’s why they’re concerned. I cannot pinpoint the change in them, but I’m seeking an opportunity with consumers. I observe that consumers are yearning for more choices in a market packed with surrogate brands offering similar products.”
Regarding their strategies, Honor adopts a loose yet direct approach: “Our strategy is straightforward: address consumer pain points. When Honor exited India in 2019, consumers grappled with issues like the absence of Google on their phones. Besides providing Google software, we commit to delivering three years of updates, covering both software patches and Android updates.”
Promise of extensive service
But it’s not solely about software. “Right from day one, we’re launching with 400 service centers for a single product line, ensuring complete peace of mind for consumers. We’re also introducing a 30-day replacement policy, a groundbreaking move in the mobile industry.”
The Honor 90, while promising two years of Android updates and three years of security updates, falls short in a market where extended software support is becoming increasingly vital, with companies like Samsung and OnePlus extending support to over four years. Sheth believes that Indian consumers typically change phones every 24 to 36 months, aligning with the duration of support provided.
“It’s more about delivering on promises to consumers rather than making promises and not fulfilling them. So, remember, not everything that brands promise in their marketing campaigns holds true.”
“On the Honor 90, you will get security patch updates on a regular basis for three years for sure. And two Android updates. I have always been a pro-consumer approach and I will ensure that me and my team will always continue to follow the same approach.”
Claiming new segments
The Honor 90, primarily a mid-range device, enters a market where Chinese brands have struggled to penetrate the Rs 50,000+ segment. When asked about Honor’s plans for flagship devices in the future, Sheth remained optimistic. “I can confidently say that in segments above Rs 70,000 in India and Rs 50,000 or Rs 60,000 in India, there is a notable void. There is a clear need for this, and Honor will certainly fill that void.”
Honor’s ambitions extend beyond smartphones. “Yes, Honor plans to expand into other product segments and build an ecosystem. We are working on differentiated, disruptive products that offer consumers a unique experience. Consumers can expect more options in every price segment over the next year.”
Before the Huawei ban in 2019, the company was seen as a potential rival to Apple, boasting a growing device ecosystem in China and exceptional hardware. When questioned about Honor’s aspirations to match Huawei and potentially compete with Apple someday, Sheth acknowledged, “Globally, we aim to compete with Apple, but we acknowledge that it’s a journey. It’s not something that can be achieved overnight. We have the capability to be a strong contender, but overthrowing the entire ecosystem is a different challenge.”
Honor’s return to India seems promising, and with a consumer-centric approach and a focus on addressing past issues, they are determined to carve out a significant presence in a market known for its fierce competition. Only time will tell if they can truly challenge the status quo and become a force to be reckoned with in the Indian tech landscape.
Source:indianexpress.com