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Company Profile

“Get the Power in Your Hand”.


With this motto as its guiding principle, LAVA has embarked on an ambitious journey of empowering every
human with quality innovative products at an affordable price.

With a distinguished management having an excellent industry track record and a highly motivated team,
Lava plans to enter the mobile handset ecosystem. The company aspires to be a leading player in the mobile
handsets ecosystem by offering customers with a unique value proposition and in turn create immense value
for its stakeholders

The company aims to carve a unique niche for itself by focusing on Innovation in every field namely
Product, After-Sales Service and Distribution. The company aspires to become one of the strongest brands
in the Telecom sector by offering the customer with a unique proposition unmatched by any other player in
the industry.

Management
The management at Lava comprises of highly qualified professionals with years of experience in the
telecom sector. The driving force of the group is TQM and innovation in every aspect of this trade,
products, after sales service and sales.
The management is ably supported by a highly motivated and passionate team that shares Lava's vision of
empowering people to do more and be more.

Hari Om Rai
Co-founder and Director
Hari Om Rai is the driving force behind the operations and business development activities of Lava. His
vast knowledge emanating from decades of experience in the industry is unparalleled. He enjoys an enviable
position because of his strong industry relationships.

He has also co-promoted Pacetel Communications, a company which is recognized as an epitome of success
in Service of GSM/CDMA Handsets, Terminals & Other Electronics Products. He has also co-founded
Amexpress Worldwide Logistics, a premier logistics based firm.

Sunil Bhalla

Co-founder and Director

Sunil Bhalla has over two decades of industry experience in varied fields such as Marketing & Sales,
Strategic Planning, HR, After-Sales Service, MIS, ERP and Vendor Development. He has earlier been
associated with companies like Metal Box, Maruti Udyog (a SUZUKI venture in India). He has a B.E.
Degree in Mechanical Engineering and is an MBA.

He is a director on the board of Luminous Power Technologies, the No. 1 Inverter brand name in the
country and has been an instrumental force behind the success of the company.
Co-founder and Director

A business professional with over 24 years of varied business experience, Shailendra Nath Rai, or 'SNR' as
he is popularly known, is a Mechanical Engineer, Six Sigma Green Belt, and is considered one of the
leading professionals in Supply Chain Management in India today. SNR has been a part of a sponsored
Press
research project of "Perpetual Supply-Demand Balancing" with the Indian School of Business (ISB) which
is a partner of the Kellogg Institute of Management.
SNR is recipient of various awards which include "Best Supply Chain Manager" by IIM Bangalore and
Price Waterhouse Cooper UK, in 2003. And "Top 6 Supply Chain Process Company in India" by SP Jain
institute of management and IIM.
Daily Thanthi The Hindu
Edition : Chennai Edition : Chennai
SNR has also co-promoted
Date
Pacetel, a leading OEM supplier to Bharti, Reliance,
: 29-Jan-2010
Tata, Hutch,
Date
ZTE and
: 29-Jan-2010
other telecom majors.
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Vishal Sehgal
The New Indian Express Thinaboomi
Edition : Chennai Edition : Chennai
Co-founder and Director
Date : 29-Jan-2010 Date : 29-Jan-2010

Day : - Day : -

Vishal Sehgal has more than 18yrs of business management experience in the Telecom & FMCG
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space. A Mechanical Engineer from PEC Chandigarh & an MBA - Marketing/ Finance from
FMS Delhi , he
Click hasthumbnail
on the earliertobeen associated
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Clickmultinational
on the thumbnail tobusiness houses
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like Marico, Coca-Cola, Pepsi and Bharti Airtel. In his last role, he was a CEO in Bharti Airtel,
heading their Rajasthan circle which is among of Airtel's largest business in terms of share,
Dainik Awantika Dainik Bhaskar
revenue and profits.
Edition : Indore Edition : Indore

Vishal has also been


Datepart of: Strategic Leadership Programs at Pepsico Franchise
29-Jan-2010 Date University at
: 29-Jan-2010
Purchase (New York,
Day USA), : INSEAD
- (Singapore) & Singtel's International
Day Game: for
- Global
Growth (Singapore)..
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National Herlad Navbharat


Edition : Indore Edition : Indore

Date : 29-Jan-2010 Date : 29-Jan-2010

Day : - Day : -

Page no. : 2 Page no. : 2


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Peoples Samachar

Peoples Samachar Raj Express


Edition : Indore Edition : Indore

Date : 29-Jan-2010 Date : 29-Jan-2010

Day : - Day : -

Page no. : 13 Page no. : 13


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Daily News Power of Voice


Edition : Pune Edition : Pune

Date : 11-Aug-2009 Date : 09-Aug-2009

Day : - Day : -

Page no. : 4 Page no. : 1


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Jagruk Times Dainik Jalte Deep


Edition : Udaipur Edition : Udaipur

Date : 09-Aug-2009 Date : 07-Aug-2009

Day : - Day : -

Page no. : 2 Page no. : 7


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Rashtriya Swaroop Swatantra Bharat


Edition : Gorakhpur Edition : Gorakhpur

Date : 11-Aug-2009 Date : 11-Aug-2009

Day : - Day : -

Page no. : 4 Page no. : 3

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United Bharat FW Burdau


Edition : Gorakhpur Edition : Patiala

Date : 11-Aug-2009 Date : 10-Aug-2009

Day : - Day : -

Page no. : 4 Page no. : 4


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National Herald
Edition : Bhopal

Date : 10-Sep-2009
New Ispat Mail
Day : -
Edition : Ranchi

Date : 10-Aug-2009 Page no. : 7


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Day : -

Page no. : 7

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Daily News Indian Express


Edition : Jaipur Edition : Chandigarh

Date : 13-Jun-2009 Date : 12-Jun-2009

Day : - Day : Friday

Page no. : 9 Page no. : -

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Hindustan Times Rashtriya Sahara


Edition : Lucknow Edition : Luckhnow

Date : 11-Jun-2009 Date : 11-Jun-2009

Day : Thursday Day : Thursday

Page no. : - Page no. : -

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Samachar Jagat Financial Express


Edition : Jaipur Edition : Delhi

Date : 13-Jun-2009 Date : 13-Jun-2009

Day : - Day : Saturday

Page no. : 9 Page no. : -

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Central Chronicle Free Press Journal
Edition : Bhopal Edition : Bhopal

Date : 09-sep-2009 Date : 09-sep-2009

Day : Wednesday Day : Wednesday

Page no. : - Page no. : -

FW Burdau
Edition : Shimla

Date : 13-Aug-2009

Day : Thursday

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LAVA PRODUCTS:
http://www.lavamobiles.com/products

NEWS RELATED TO LAVA:


1) LAVA Mobiles Reveals India Expansion Plans

Rate this news: (4 Votes)


Thursday, April 22, 2010: LAVA International Ltd, a company reckoning in the mobile
industry, is all set to herald a new era in mobile market as the company is expanding its
business horizon by launching its latest innovations with its new age technologically
advanced mobile phones. Whether it’s GPRS, CDMA or 3G, Lava intends to strengthen its
footprints and planning to go parallel with the market’s trends.

In the initial ten months since its launch in April 2009, it has embarked its presence
everywhere in huge Indian market for mobile phones if compared with the market leaders
or other rivals but the unique features itself has ruled the minds of millions of satisfied
customers using lava mobile handsets named as LAVA brand ambassadors.
With increased focus on R & D, Lava is planning to increase its market share by next year
with a premium range. The company intends to expand its portfolio not only to serve its
current customers but also to reach out its potential customers as there has been a sea
change in the mobile technology.

Ranging from a wireless FM handset to multimedia enabled mobiles LAVA has all the
functionality rich handsets. In this lucrative multimedia segment, LAVA captured good
market share in rural market for mobile phones. Now with ample scope of ruling on the
hearts of loquacious Indians, LAVA hopes to capture the veins of urban market. With this
vision LAVA International has recently unveiled its new handset A9, loaded with advanced
multimedia features and latest technologies.

LAVA has entered the arena of mobile phones with handsets which have ability to stand out
of the crowd. This mobile is designed for style conscious consumers who are active on social
networks. LAVA A9 is a small mobile computer with silver cues featuring a 2.4 inches TFT
display, Java embedded games, 3.2 mega pixel camera and advanced connectivity options
with utility applications like nimbuzz and opera mini. This product promised the user a truly
personal internet experience in a compact handset. With many other different applications
and services available in LAVA A9 like high speed web access facility, media player, games,
has created a buzz in the market with its astonishing features that took the company to
newer heights.

Commenting on this lucrative launch Mr. Praveen Srivastava, Head Sales and Marketing,
said that, “LAVA has ratcheted up over a million consumers. This might be small in the
Indian market for mobile phones which is estimated at 100 million per annum, but is not
insignificant. When we looked forward to enter the smart phone segment, the segment
which is gearing up and becoming a trend more than a need, we decided to tap the vein of
our target instincts. And the key route to our success is not just emphasizing on R & D but
also offering a product that gives – ‘Power in our Customers’ Hands’.”

Mobile telephony today is no longer thought to be as just simple communication and an avid
mobile user expects more features from these smart marvels; LAVA will very soon unveil a
slew of handsets which would be power packed with the latest technology whether it’s a
touch screen, QWERTY or 3G. “These ranges of sophisticated handsets have become a
strong craze among the youth as it adds a style statement and ensure smooth connectivity
without any interruption.” said Mr. Srivastava.

Further he revealed that, “Our 3G range of mobile phones will allow the users to do voice
calling, video calling, and wireless data calling along with speedy browsing without any
hurdle. As one of the ways to attract consumer attention has been milking the technological
aspect of these models. The subtle differences between different technologies, the 3G and
WIFI ranges and so on not withstanding, technology has been leveraged as an effective tool
for enhancing product portfolio and marketing communications. “

Indian mobile phone handset market is estimated at around 8 million per month and
growing rapidly which makes it a big opportunity for new serious player like LAVA to enter.
Providing affordable handsets with excellent features to mass market, reflects LAVA’s long
term commitment towards the common man.

So far rural market was the main concern that’s why LAVA tried to tap the needs of this
group. Rural markets have their own unique needs that vary from region to region. Knowing
the rural consumers’ touchiness with value for their hard earned money, LAVA tried to
deliver value, and experience at affordable prices, with features like DUAL SIM, Torch,
Battery backup and introduction of local language capabilities.

Lava mobile phone is on a mission to be a one stop solution for the entire mobile phone
users. It offers a diversified range of products to suit every one, whether its 16-year-old
teen who loves to play games or college students who always wanted to stay connected
with his / her friends or an average user who is looking a simple operating devise with rich
features.

The existing range of lava mobile phones comprises hot selling models, KKT 11, KKT 22,
KKT 24, ARC – 02, KKT – 25, KKT - 30 and A9. And, being aware of the fact that modern
consumers desire more features within a pocket friendly range, Lava provide quality
features within the price range of Rs. 1699/- to 5999/-. Such lavishing and lucrative
features distinct itself from global leaders, where consumer is actually getting - “Value for
Money.”

Elaborating their expansion plans Mr.Srivastava said, “After making our leadership position
in rural market our focus is now to go urban & sub urban in a big way. Currently we have 7
handsets in our portfolio and further planning to launch 2 handsets every month. We have a
strong marketing network of ….. distributors and …… dealers which we intend to increase to
over ….. distributors and …… dealers by next year. Seeing the rising demand of mobiles in
the market we target to sell approx ……….handsets of LAVA by the end of the this year.”

LAVA’s strategy is to have a national presence with a special emphasis on India’s tier II and
even smaller towns. The plan is to upgrade current low-end basic mobile handset users to a
feature-loaded alternative. The LAVA mobile phones are power-packed with a combination
of great features and capabilities. The phones are powered with a dual SIM feature, long
lasting battery, dual LED powerful torch, camera, games, Bluetooth, support up to 8 GB
memory, FM radio & recording, one touch music player, dual stereo speakers, dual charging
point, GPRS and speakerphone.

Strategically LAVA is spreading its wings nationally with a special emphasis on the tier II &
tier III cities. This will help the brand in making our presence felt in different markets in a
more focused manner.

2).IN A significant announcement, Lava International, one of the fastest growing


mobile handset companies has announced a 3-year association with
Singapore based TV Channel National Geographic.

In this business alliance, All Lava handsets will come preloaded withNational
Geographic Channel content and applications. This move is a gift for the channel
fans as they will be able to access wallpapers and ringtones ofNational Geographic
Channel in Lava handsets. The Lava users will be able to access their favorite
NGC Content, Technology and breathtaking action of Wild Life using a mobile
Phone.

This is another example of Lava’s endeavor to provide relevant and


innovative offering to its customers. This association will enable Lava to
attract new customers and the NGC content would be accessible to
customers, anytime anywhere on their Lava Mobile.

NGC is known for its endeavour to sensitize people to care about the planet
through its info rich articles, videos, across the globe .Lava, are known for
its connectivity with the masses and widespread reach.

These compatible competencies of both the companies have brought them


together to move ahead and forge a partnership so as to fulfill the Indian
consumer requirements. This association would enable Lava users to capture
high quality picture and video content of National Geographic Channel on their
mobile phones.

Commenting on this move Sunil Raina – product marketing Head, LAVA


Internationalsaid, “Getting associated with one of the most respectable media
house is our one more move towards bringing more value to Lava users.
Making NAT GEO knowledge rich content available on the go perfectly fits in
our Endeavour to empowering the people of India through consumer insight
driven innovations.

Sharing the mutual vision both have stepped forwarded in the same
direction and have entered into an exclusive association so as to utilize each
other's strengths this move would definitely interest nature lovers who are
always on the go to experience something new and intriguing.

This new platform through LAVA mobiles will not only push nature keenness
across the countries but will also expand the infotainment and brand loyal
category of LAVA further.

3)

Lava Mobile becomes the first handset brand to incorporate Rupee Symbol in
mobile phones. India is the fifth nation having a currency symbol of its own. Lava B5, the
latest model from Lava bears the rupee symbol in its keypad. Incidentally B5 is also the
first phone with world’s first Alpha keypad with keys arranged in ABCD order.

“We took this as challenge to ensure that Indians can type symbol long before than the
anticipated time. Around the occasion of Independence day announcing the incorporation of
symbol in the mobile keypad will be a tribute from Lava family to the entire nation. The
currency symbol on the keypad of their mobiles will make millions of Indian proud. We are
happy to be the catalysts of spreading this spirit.” said Mr. S.N Rai- Co Founder and
Director, Lava Mobile.

4)

LAVA Mobiles, one of the leading brand in Indian mobile industry, has been
awarded “Corporate Excellence Award” for being the fastest growing Telecommunication Company
in India by Amity University.. Amity “Corporate Excellence Awards” is the Asia’s largest three day
international Business Summit and Research Conference where 13 most coveted Corporate are
awarded the Excellence Awards.

LAVA started its operation only 20 months back and is rapidly growing its market share “Get the
power in your hand”- with this motto as the guiding principle, Lava embarked on an ambitious
journey to empower people with innovative products. Today the brand is proud of having a wide
range of handsets in its portfolio. The company has already expanded its operation in all the states
of India. Today LAVA boasts of a network of 1,000distributors and presence in 50,000 retail
counters.

With a focus on “Leadership Challenges in Creating and Leading New Generation Innovative
Organizations” Amity International Business School instituted INBUSH (International Business
Horizon) 2011 to honor those Indian companies who have exceptionally done well and served the
society at its best.

On behalf of the company, Mr. S N Rai LAVA Internationalreceived the


award. Speaking on the occasion Mr. S N Rai, LAVA International, said, “we
are thankful to Amity for giving us the honor. This award is the result of our
commitment to come up with consumer insight driven innovation and adding
value to consumer.”

5)Lava mobiles hit City mart


Bangalore, DHNS:
Lava International Private Limited, on Wednesday, announced its entry in to the Karnataka
market, with four mid-range mobile phones –– the KKT1, KKT11, KKT22, and KKT12.

While KKT1 costs Rs 2,599, KKT11 & 12 comes at Rs 2,799, KKT22 is priced at
Rs 3,850.

Targetting the entry level segment the new range comes with a host of features
including the much hyped dual SIM technology. All four boast of features like
dual band of 900-1800 Mhz, 1.8 inch 65 K Colour TFT screen, voice changer,
conversation recording facility, FM radio with recording options, one-touch music
player, one-touch dual LED torch. The KTT22 has additional features like digital camera, video recorder &
player, bluetooth.

The phones are also equipped with lithium-ion batteries and promise a standby of 30 days and talktime of
12 hours. GPRS, dual charger points, 64 poliphonic ringtones and pre-loaded phones are other benefits.
While conceding that the phones are imported from China, the firm revealed that it has a research and
development team of six in Noida, which prepares product specifications that are in turn manufactured in
China by suppliers.

“We are confident we will be able to achieve the share and breakeven, as our products are attractive both
in terms of price and features,” Lava International Ltd Chief Executive Officer, BalaKrishna Rao said.

6)12 June : LAVA International Limited, a company promoted by 3 Indian professionals Mr. Hari Om Rai, Mr. Sunil
Bhalla & Mr. Shailendra Nath Rai announced its entry into the huge and growing Indian mobile handset industry.
LAVA launches an impressive array of mid range priced mobile handsets with best in class features.

To start with, LAVA will introduce 3 models KKT 1, KKT 11, KKT 22. The models KKT 11 & KKT 22 comes with a
dual SIM feature and the latter also has a digital camera. The models have a 1.8 inch screen and 1800 mAh Li-Ion
battery which gives a talk time of 12 hours and a standby time of 30 days. The price range of these handsets starts
from Rs. 2,599/-.

LAVA’s strategy is to have a national presence with a special emphasis on India’s tier II and even smaller towns. The
plan is to upgrade current low-end basic mobile handset users to a feature-loaded alternative. The LAVA mobile
phones are power-packed with a combination of great features and capabilities. The phones are powered with a dual
SIM feature, long lasting battery, dual LED powerful torch, camera, games, Bluetooth, support up to 8 GB memory,
FM radio & recording, one touch music player, dual stereo speakers, dual charging point, GPRS and speakerphone.

While addressing the media in Chandigarh, Mr. Sunil Bhalla, Co-Founder & Director, LAVA International Ltd. said,
“LAVA’s vision is to empower people with affordable, high-quality, innovative handsets, catering specifically to their
different needs. The company is driven by the principles of Total Quality Management and innovation at every level of
the business – from people, products, marketing & sales to after-sales-service.”
Indian mobile phone handset market is estimated at around 8 million per month and growing rapidly which makes it a
big opportunity for new serious player like LAVA to enter.. Providing affordable handsets with excellent features to
mass market, reflects LAVA’s long term commitment towards the common man.

“Our research has shown that smaller cities are growing rapidly and we have decided to tap the growing demand in
these markets along with the major metros. We plan to establish LAVA as a brand, which would be recognized in
every nook & corner of the country.”, Mr. Bhalla further added.

One of the objectives of the company is to abolish the cheap & inferior quality handsets by providing reliable, superior
quality & branded handsets, which would be further supported by a strong after sales service network. The
management team of LAVA comprises of highly qualified professionals with proven record in the Industry.

Discussing about the distribution network Mr. Praveen Srivastava, Sales & Marketing Head, LAVA International Ltd.
highlighted, “Strategically LAVA is spreading its wings nationally with a special emphasis on the tier II & tier III cities.
This will help us in making our presence felt in different markets in a more focused manner.”

With regard to Chandigarh and other Northern region Markets, Mr Srivastava elaborated, “Chandigarh in particular
has always been one of the most lucrative markets for mobile phones. LAVA is looking at capturing a major market
share in Punjab, Himachal Pradesh and Jammu & Kashmir mobile handset market. To cater to this part of the country
LAVA is in the process of setting up a strong distribution network for the easy availability of LAVA mobile phones.

7)LAVA Mobiles connects with Alliance Advertising for


its Media Duties. Account pegged at 20 Cr.

LAVA Mobiles connects with Alliance Advertising for its Media Duties.

A new entrant in the Mobile Handset Business, LAVA Mobile Phones have recently launched various
models in the price range of Rs. 2500 to Rs. 5000. This segment is fiercely competitive with brands like
Samsung, Nokia, Spice, Micromax and others.

The agency has been roped in to handle entire 360 degree media solutions. The account is pegged at
20 Cr. annually.

"We are very excited to work for this category and will put our best skill and clout with broadcasters
and publishing house to deliver brilliant ideas and strategy for LAVA Mobile Phones.” Arshad Nizam -
Director Alliance Marketing.