Lava starts operation, distribution in Nigeria

An Indian mobile phone company, Lava, has launched operations in Nigeria to deliver valuable, reliable and affordable technology champion series C1, A1, N1 and smartphone series Z81 AND Iris 51. The brand, which was launched in India in 2009, has established operations in major emerging markets including Middle East (United Arab Emirates, Saudi Arabia and Kuwait), Thailand, Nepal, Pakistan, Egypt, Ghana, Kenya and so on.

Lava has developed centres and manufacturing units, selling over 85 million handsets globally. To further ensure customers’ reach, Lava has partnered with RAYA to take up the distribution of the phones through offline and online channels to penetrate the Nigerian market.

Country Head, Lava, Sushil Segal, said the brand had been building bridges to reach customers, adding, “We try to make the right products; our dream is to empower people to do more with their devices.”

Also, Executive Director, Lava West Africa, Rohit Singh, stressed, “We have a target to reach the smallest markets in Nigeria with our range of products to meet every customer. Nigeria is the biggest market in Africa and that is the potential we saw that made us come.”

For Chief Executive Officer, RAYA, Egypt, Mr. Bassem Megahed, Nigeria presents big business opportunity for the brand to sell despite competition, adding, “We still have some space that we can feel in the market. We have been in Nigeria for 10 years through retailers and this is the first time we are trying distribution.”

Operators of the brand believes that Nigeria also stands to benefit especially her economy, which would receive positive boost from not only a mutually beneficial trade and intellectual exchange, but also employment generation with the onset of operations, which already has about 95 per cent local staff.