PSAV Global, a key brand partner of the Chinese smartphone manufacturer Honor, has confirmed its plans to commence production of Honor smartphones in India by August 2025. This decision comes as part of the company’s efforts to tap into the growing Indian smartphone market, with an initial target of capturing a 1% market share within the first year of operations. The local production will begin after completing the complete knocked-down (CKD) manufacturing process, which will allow PSAV Global to build smartphones in India.
Plans to Capture 1% Market Share in the First Year
PSAV Global’s Co-founder and CEO, CP Khandelwal, spoke to PTI about the company’s ambitions for the Indian market. The company intends to achieve approximately a 1% market share in the first year, which is expected to generate around Rs 2,500 crore in revenue. The target is set for the period between November 2025 and November 2026, coinciding with the timeline for the company’s production ramp-up.
The company plans to achieve this revenue milestone through the manufacturing and sale of Honor smartphones under the ‘Made in India’ initiative. This strategy aligns with the Indian government’s push for local manufacturing and a reduction in imports. Honor aims to introduce its competitive smartphones to meet the demand of India’s diverse and price-sensitive consumer base.
Summary Table
Category |
Details |
|---|---|
Company |
PSAV Global |
Brand Partner |
Honor |
Production Start Date |
August 2025 (after CKD manufacturing) |
Revenue Target (1st Year) |
Rs 2,500 crore |
Market Share Target (1st Year) |
1% |
Approval for Models |
Honor X9c, Honor X7c, Honor V3, Honor Magic 7 Pro |
Challenges |
BIS clearances, Management changes at Honor |
Global Competitors |
Samsung, Xiaomi, Apple, Motorola |
Official Site |
Challenges and Delays in Manufacturing
While PSAV had initially set a target to begin production in 2024, there were several delays along the way that postponed these plans. According to Khandelwal, these delays stemmed from external factors, particularly issues related to the Bureau of Indian Standards (BIS) clearances. In addition, management changes at Honor’s global headquarters also contributed to the setback in manufacturing timelines.
Despite these challenges, PSAV has now received the necessary approvals for four models of Honor smartphones. The company is now preparing to enter the Indian market with these models, including the Honor X9c and Honor X7c, both of which have already launched in the market. Furthermore, PSAV Global is getting ready to unveil additional global models in India, such as the Honor V3 and Honor Magic 7 Pro.
Global Presence and Growth Prospects
Honor has gained significant momentum in global markets, particularly in regions like Europe and Asia. A recent Counterpoint Research report highlighted Honor as one of the fast-growing brands, putting it in direct competition with established players like Samsung, Xiaomi, and Apple. This expansion in markets outside of China is expected to boost Honor’s prospects in India, which is one of the largest smartphone markets globally.
In the first quarter of 2025, Honor was noted among the brands showing robust growth, particularly in markets outside of China. The company’s aggressive expansion strategy is expected to continue with the local manufacturing operations in India. PSAV aims to closely follow global launches of Honor smartphones and introduce these models to Indian consumers at the same time as their international releases.
Future Launches in India
PSAV has already launched several models in India and intends to further expand the Honor lineup. In addition to the Honor X9c and Honor X7c, the company is set to release more smartphones, including the highly anticipated Honor V3 and Honor Magic 7 Pro. Khandelwal confirmed that once local manufacturing begins, PSAV will synchronize the launch of global models in India to align with the international timelines, ensuring that Indian customers have access to the latest Honor devices.
As PSAV Global ramps up production, the company plans to introduce a range of devices across various price points to cater to different segments of the Indian market. Whether it’s mid-range smartphones or high-end flagship devices, the company aims to offer options that appeal to both budget-conscious and premium consumers.
PSAV’s Role as Honor’s Official Brand Partner in India
PSAV Global’s partnership with Honor has evolved significantly over time. Initially, Honor was part of the Chinese telecom giant Huawei, but following Huawei’s struggles with international trade restrictions, Honor was spun off into a separate brand. PSAV Global took on the role of Honor’s official brand partner in India, handling the marketing, distribution, and, now, the manufacturing of Honor smartphones locally.
The partnership aims to ensure that Honor remains competitive in the rapidly evolving Indian market while complying with the government’s push for “Atmanirbhar Bharat” (self-reliant India). By manufacturing Honor smartphones in India, PSAV hopes to tap into the country’s large pool of skilled labor and reduce manufacturing costs.
FAQ
1. When will PSAV Global begin producing Honor smartphones in India?
A. PSAV Global plans to start production of Honor smartphones in India by August 2025, following the completion of CKD manufacturing.
2. What is the market share target for PSAV Global in the first year of production?
A. The company aims to capture 1% of the Indian smartphone market, generating approximately Rs 2,500 crore in revenue within the first year.
3. Which Honor models will be launched in India?
A. Honor has already launched the Honor X9c and Honor X7c, and is preparing to launch the Honor V3 and Honor Magic 7 Pro in India.
4. Why were there delays in starting the production in India?
A. Delays occurred due to BIS clearance issues and management changes at Honor’s global headquarters, which pushed back the production timeline.
5. Will Honor smartphones be available in India at the same time as global launches?
A. Yes, PSAV Global intends to align the Indian launch of Honor smartphones with global release timelines once local manufacturing begins.
Conclusion
The commencement of local manufacturing in India by PSAV Global marks a significant milestone in the company’s journey in the Indian market. By targeting a 1% market share and generating Rs 2,500 crore in revenue, the company is positioning Honor as a formidable competitor in the Indian smartphone space. Despite some initial delays, the production is set to begin in November 2025, with a wide range of global Honor models slated for release in India. The “Made in India” initiative will not only boost Honor’s presence but also contribute to the country’s manufacturing ecosystem.
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