Established in 2009, Lava International Limited is today one of Indias leading and

fastest growing mobile handset companies. Headquartered in New Delhi, India, the
company has offices in Mumbai, Hyderabad, Kolkata, and abroad. It has
demonstrated rapid and robust expansion since its inception, with sustained
profitability and high sales growth since the very first year of operations. Lava and
Xolo are the two product brands that operate under the parent company, Lava
International. WithCreate Possibilities as its guiding principle and corporate tag
line, Lava is on the path of an ambitious journey to becoming Indias first consumer
brand, empowering people around the world with quality innovative products. Lavas
talent pool, including on and off roll employees, comprises more than 7000 people.
Lava achieved revenues of USD 1.2 billion in FY14-15 registering more than 100%
growth over FY 13-14.
Lava has a wide product portfolio encompassing tablets, feature phones and smart
phones with various models in bar and touch form factors at multiple price points to
suit all segments of consumers. Lava has a complete in-house R&D and producttesting set-up in China and India. It is the only Indian mobile handset brand that has
invested in R&D. Lava teams in China and India collaborate seamlessly to exchange
technical and other inputs to create quality products, coupled with testing at several
stages to deliver the ultimate customer experience in its segment.
With a top management comprising of distinguished leaders having an excellent
industry track record and a highly motivated team, the company offers customers a
unique value proposition that in turn creates immense value for its stakeholders. The
company has overseas operations in Thailand, Nepal, Bangladesh, Sri Lanka,
Pakistan, Indonesia, Middle East, Myanmar, Mexico and Russia. In India, Lava
International Limited boasts of a unique and reliable sales and service distribution
(SSD) network comprising 1400+ distributors, 100,000+ retailers and 1400+
service centers. Lava also operates on a single-layer distribution model, uncommon
amongst its competitors as it is more difficult to implement. In this model
distributors are exclusive and directly managed and controlled by the company.
In keeping with the spirit of Make in India, Lava has major plans to commence
manufacturing operations in India in the current FY. Lava has already set up its first
manufacturing plant in Noida and plans to invest INR 26.15 billion in a phased
manner to scale it up.

The company is currently in the process of bringing the component ecosystem here from
various countries. The facility will be gradually ramped up to ultimately have production
capacity of 216 million phones per annum and generate direct employment for 53000 and
indirect employment for 3.6 lakh people respectively.
World Consulting and Research Corporation (WCRC) recently recognized Lava as one of
Indias most promising brands. Lava was also shortlisted amongst top 100 most exciting
brands by Brand Equity. Lava was bestowed with Emerging company of the year 2013
award by Voice & Data in 2014. Lava bagged the SAP ACE Award 2014 for excellence in
Customer Experience and Service. Lava was awarded the National Telecom Award by CMAI

for the Fastest growing Mobile phone Indian Brand and Best mobile handset designing
company in 2011 and 2012 respectively.

VISIONTo empower people to do more, to be more.

CORE VALUES

Integrity

At Lava, we firmly believe in high moral and professional ethics. We lay the basis of our
foundation on truth, loyalty and honesty.

Passion For Excellence

Each step taken, is a leap towards excellence for us. And we make sure that every step of ours is
aimed towards achieving nothing but the best.

Adaptability

Change is the only constant thing. That's why, at Lava we believe in evolving with changing
times and rapidly changing technology trends, to develop the best solutions at all times.

LAVA INTERNATIONAL CHOSEN AS THE INDIAN

POWER BRAND 2013

LAVA International Limited, a fast growing company in the mobile handset industry,has been
chosen by the Indian consumers as one of the Indian PowerBrands 2013. An initiative
undertaken by Planman Media, Indian PowerBrands is a consumer driven research activity of
India's most powerful brands conducted by ICMR (Indian Council of Market Research). The
project was a part of the brand fiesta called PowerBrands Glam aimed at providing an
international platform to a brand in order to establish its brand identity and credibility with a
global audience.
The Indian PowerBrand 2013 has been given to the top 100 brands in India. The marketing
initiatives of these brands were taken into consideration along with brand legacy, recall, and
impact. LAVA as a brand has 'made a cut' and built brand recall by implementing an aggressive
marketing strategy.

History[edit]
Lava International was established in the year 2003 as Pacetel Communications. [1] In 2009, the
company was renamed Lava International.[citation needed] The company launched the worlds first Intel
chip-based smartphone.[1] It was founded by Hari Om Rai, Sunil Bhalla, Shailendra Nath Rai and
Vishal Sehgal.[citation needed]

Products[edit]
In 2012, chip-maker Intel tied up with Lava International to announce the first Intel-powered
smartphone in India under the brand name XOLO.[2] In the same year, Lava entered the tablet
business with E-Tab Z7H.[3] In 2014, Lava launched its flagship smartphone, Iris Pro 30, the first
in the Iris Pro series.[4] Lava Iris X1 was among the earliest smartphones in India to use
the Android Kitkat operating system.[citation needed] In December 2014, the company launched its
first Windows Phone smartphone, Iris Win1.[5]

Marketing campaigns[edit]
Lava joined hands with Interbrand in early 2012, with the TV game show Kaun Banega
Crorepati (KBC) and with the IIFA Awards for its marketing campaigns. For the financial year
2014-2015, the company has planned to invest more than Rs. 220 crores

[6]

on its marketing

activities.

Market share, revenue, and rankings[edit]

According to IDC Asia Pacific Quarterly Mobile Phone Tracker 2014, Lava Mobiles has 8%
market share [7] in the Indian mobile phone market. In 2013, the company reported Rs 30 billion
($500 million) approximately in turnover.[8] As of 2014, the company produced about 1.5 million
units of mobile devices every month.[8]
Lava ranked as Indias 5th most trusted mobile handset brand by The Brand Trust Report 2014.
[9]

In the same year, the company was ranked the 4th largest smartphone brand in India by IDC. [10]

Research and development[edit]

For designing and developing its products, Lava has set up a complete in-house research and
development facility in China.[11] This facility has produced phones such as the Lava Iris Pro 30 as
well as the Fusion App, which on the Google Play store.

Distribution[edit]
Lava has a single-layer distribution model, wherein more than 900 distributors across India are
directly managed and controlled by the company.[12]

Definitions Of ATL, BTL And TTL

Here is a brief description of the terms mentioned above - we'll then go on
to look at a few examples a bit further down this post.
ATL Marketing
'ATL Marketing' stands for 'Above The Line Marketing'. This kind of
marketing is the kind of marketing that has a very broad reach and is
largely untargeted. Think about a national TV campaign, where viewers
across the nation see the same advert aired across the various networks.
This kind of marketing is mostly used for building brand awareness and
goodwill.
BTL Marketing
'BTL Marketing' stands for 'Below The Line Marketing'. This kind of
marketing is the kind of marketing that targets specific groups of people
with focus. For example, a leaflet drop in a specific area, a Google
Adwords campaign targeting a certain group or a direct telemarketing
campaign targeting specific businesses.
This kind of marketing is best for conversions and direct response.
An Example Of An 'Above The Line Marketing' Campaign
An example of Above The Line marketing would be a television campaign
run by a cereal company. The ad would be aired across the nation, with
every viewer seeing the exact same message. As mentioned above, this
kind of marketing would be used to build general brand awareness of the
business and/or it's products over the long term as well as goodwill.
An Example Of A 'Below The Line Marketing' Campaign
The same cereal company could also run a direct marketing campaign in a
large city, targeting commuters on the way to work. They might offer free

cereal samples along with vouchers that could be used in a local store.
This would be a strategy designed to target a specific group of people and
to try and encourage quick purchases, or conversions.
A similar example of this that you might have seen before is the Red Bull
Mini (shown below).

http://www.startupfreak.com/what-is-atl-btl-and-ttl-marketing/