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Tata Cellular launches 'instant kit'

"It is an easy-to-buy off-the-shelf product costing only Rs 9,855," said Ajay Pandey, vice-president (marketing and customer services) at a press conference in Hyderabad.

T O D A Y

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Describing the product, claimed to be the first of its kind in Asia, Pandey said the customer would be saving substantially over the regular cellular phone and service charges.

Apart from the competitive price - the cost of the Nokia 1610 alone costs over Rs 10,000 - the customer can just pick up the cell phone with the service activation off the shelf from their dealer network as well as from about 40 outlets selling consumer electronic goods.

Paul W Newman, assistant vice-president (marketing and customer service), said that keeping in view their market leadership in telecom circles, the product will offer more value for money. It has been designed by Tata Cellular in consultation with Sistas Saatchi and Saatchi, he said.

The kit is a snazzy packet containing the handset and the other attachments and is targeted at the segment of young customers and personal and corporate clients who "seek easy purchase procedures in a short time". Newman said they hoped to sell about 1,000 pieces a month.

Tata Cellular, a joint venture with Bell Canada International, is one of the two mobile companies licensed to operate in Andhra Pradesh. Claiming a subscriber strength of 15,000, Tata Cellular hopes to position the instant cellular kit as a unique corporate and personal gift item on occasions like festivals and as an incentive to executives.

- Compiled from the Indian media

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