Another handset brand ‘Britzo’ entering the market this month operating mainly in the ‘smart feature phone’ category. The company will be investing Rs 100 crore this year for the development of its products and setting up its facility and expects revenue of Rs 600 crore to Rs 800 crore in the current financial year.

In an interaction with ET, Pradipto Ganguly, CEO & Co-Founder, Britzo told that “Our idea behind Britzo was to come up with a product which offers more to the consumers without being expensive. We have also developed an operating system ‘iVVO’ based on Java targeting the rural India. The OS allows users to have relevant apps like Facebook among other weather and agriculture-related apps while providing a repository of 15000-20000 songs and videos which users can download to their memory cards”.

The company has tied up with the OEM Optiemus Electronics for manufacturing which takes care of the assembly of phones for Bistro as the components are imported from China and Taiwan.

The company has plans of setting up its own manufacturing unit in Greater Noida and is targeting a market share of 2.5-3% in the feature phones segment.

The smart feature phones developed by Britzo run on 2G while providing the functionality to download content. Having 10 smart feature phones in the portfolio, the company has only one sub-Rs 4000 smartphone which runs Android Nougat and one 4G feature phone.

The Noida-based company will be launching its products on April 17 where it is also expected to announce its brand ambassador. The company’s products are going to be available only offline while following the traditional distribution model as the handset-maker is targeting Tier 3 cities and below. Also, Britzo is working with two major telcos to provide free data to the consumers or the first year of usage.

Britzo started by two partners is a complete Indian venture without any collaboration, funding from foreign companies.