Spice Mobile is now focusing on targeting the metros and tier I cities and has also set aside Rs.120 crore towards marketing the handsets in these region, reports the PTI.

The company plans to launch 2 to 3 models every month.

"We have focused on tier II and III towns so far, now the focus is on strengthening the brand in the metros and tier I cities as well," Spice Mobile Vice-President Marketing Naveen Paul told PTI.

"We will roll out new handsets for the urban markets... the marketing budget for this fiscal is Rs 120 crore," he added.

"From a cycle of 2-3 years, the youth is now changing his/her handset every 6-9 months. This is the market that we want to tap," he said.