Alcatel re-enters India, bets big on high-growth sub-₹30,000 segment
French brand Alcatel has re-entered the Indian smartphone market through a partnership with
Nxtcell India
, aiming at the high-growth Rs 12,000 – Rs 30,000 price segment.
To stand out in the crowded mid-range market, the company is betting on its proprietary
NxtPaper display technology
, designed to offer a paper-like visual experience and reduce eye strain—positioning it as ideal for reading and long screen time.
Alcatel recently launched three
5G smartphones
: the V3 Classic 5G starting at ₹12,999, V3 Pro at ₹17,999, and the top-end V3 Ultra at ₹19,999. The V3 Ultra also includes a stylus and features the NxtPaper display, reinforcing its appeal for users who want to turn their smartphones into a more comfortable reading and productivity device.
'We want to make Alcatel as one of the first brands from India to go global. To start with, we will serve nearby markets and then later on, we will go to select international markets as well,' NxtCell India Chief Business Officer Atul Vivek told ETTelecom.
Padget Electronics
, a subsidiary of
Dixon Technologies
, will manufacture the devices. NxtCell holds brand authorisation for Alcatel in the Indian market.
When asked about shipment targets, he mentioned it's difficult to precisely quantify shipment volumes. "However, we have already established a manufacturing capacity of 2 million units, which is scalable up to 3 to 4 million, depending on the market response and demand. From a capacity and investment standpoint, we're well-prepared and fully geared for a successful launch," Vivek said.
He said India remains one of the world's largest and most dynamic smartphone markets, with a massive base of users ready to upgrade from older devices. 'There's a strong appetite for fresh designs, new innovations, better cleaner software experiences where many current players fall short. We see that as a clear opportunity.'
"We are not just launching phones, we are building a brand that respects local preferences, partners with local ecosystems and delivers lasting value to Indian consumers," he said.
Elaborating on the NxtPaper technology, he said, it's a four-in-one hardware-based display solution, not just software-driven. The screen can switch to an e-ink-like mode, significantly reducing blue light exposure, which is much easier on the eyes. This is where we saw a clear market gap and chose to differentiate ourselves with this innovative, patented technology.
NxtCell has partnered with TCL, one of the global leaders in display technology, and signed a technology transfer pact for
Alcatel smartphones
.
'We are here in India for the long haul. We have already established a local manufacturing setup and are in the process of building robust distribution networks across the country. Our clear vision is to become one of the top three smartphone players in India within the next three years and everything we are doing is aligned toward achieving that goal,' Vivek adds.
'Our goal is to give existing users a compelling reason to upgrade their current devices and to appeal to young, first-time buyers looking for an international design experience combined with patented, cutting-edge technology. Alcatel is poised to be a viable and aspirational choice for both. And we believe Alcatel will offer a refreshing alternative in the market,' he said.
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