itel has announced the completion of 10 years of operations in the Indian market. Concurrently, the company reported reaching a customer base of 15 crores (150 million) within the country.
Positioned around the core metrics of affordability, durability, and reliability, the brand has established a substantial footprint in the Indian electronics and telecommunications sector over the past decade.
New Replacement Initiative for Feature Phones
In conjunction with this operational milestone, itel has introduced a new consumer initiative: a one-year counter replacement policy for its feature phones. Under this policy, customers who encounter a manufacturing defect within the first year of purchase are eligible for a direct replacement at the counter.
This initiative is designed to address after-sales service requirements and provide practical support for feature phone users across India.
Market Impact and Digital Access
Over the last ten years, itel’s market strategy has focused on expanding digital access, particularly for Indian consumers who previously had limited exposure to smart technology.
Key aspects of the brand’s market impact include:
- Accessibility: Facilitating technology adoption by maintaining lower price points.
- First-Time Buyers: Providing entry-level devices for users transitioning to smart technology.
- Household Electronics: Offering accessible home appliances for families.
This approach aligns with broader digital inclusion efforts, addressing the everyday technology needs of consumers and supporting the growing digital aspirations of rural and semi-urban markets across the country.
Global Presence and Diversified Portfolio
Beyond its operations in India, itel has steadily expanded its international footprint. The brand currently operates in over 80 countries worldwide. Alongside its geographic expansion, itel has diversified its product lineup beyond traditional mobile communication devices.
Today, the brand’s extensive portfolio includes feature phones, smartphones, televisions, solar products, personal grooming devices, and home appliances.
As itel marks a decade of operations in India, its approach remains centered on affordability and utility, continuing to support widespread consumer connectivity and everyday digital needs.
Speaking about the completion of 10 years and launch of Counter Replacement, Arijeet Talapatra, CEO of itel India, said:
Completing 10 years in India and reaching 15 crore customers is an incredibly proud moment for all of us at itel. This would not have been possible without the unwavering dedication and support from our partners, team and customers. Today, this milestone reflects the trust we have earned over time. We are proud to introduce Counter Replacement for Feature Phones – an initiative born directly from the voices of our consumers. Every insight, every interaction shapes how we innovate. When we began this journey, our goal was to make technology available to people who are taking their first step into the digital world. We are committed to continuously building products that are durable, reliable, and affordable – qualities that itel is renowned for across Bharat.