Britzo, a start-up company formed in 2017, is planning an investment of Rs 100 crore to tap the Indian smartphone market.

Indian smartphone market is dominated by Xiaomi, Samsung, Vivo, OPPO, among others.

The company believes that its quality focus can bring in customers in small towns across the country. It will be tapping the e-commerce market to attract phone users to its new brand.

Britzo’s manufacturing facility is certified with ISO 9001:2015 for quality management and incorporates more than 20 QC methods including automated and manual QCs to ensure quality standards higher than the national average. The company said it has phone making units in India and China.

The company has market research-driven inline QC and individual QC checking in place and has deployed specialized testing teams for software and hardware quality checking. Anritsu and Keysight Technologies are two leading test and measurement companies in India.

The start-up company has also made its processes environment-friendly with e-waste recycle management.

Britzo aims to grab 3 percent of the Indian mobile phone market share. It aims to achieve this goal by launching across 17 states including UP, Uttarakhand, West Bengal, Madhya Pradesh, Chhattisgarh, Odisha, Bihar, Jharkhand, Rajasthan, NESA, and Gujarat during the first phase of its expansion.

The company will then target other mobile phone markets across India after Q1 of FY2018-19 targeting consumers across tier-III, tier-IV, and tier-V markets of the world’s second largest phone market.

Pradipto Ganguly, CEO and co-founder of Britzo, said: “Rural geographies in India, despite housing about two-thirds of the nation’s population, are still largely untouched by the large-scale digitization that’s currently sweeping across the country.”