Lemon Mobiles plans to invest Rs 150 crore in the new manufacturing plant

Home-grown mobile brand, Lemon Electronics Limited on Wednesday said it will set up a new manufacturing unit for mobile phones and LED televisions in Noida with an investment of around ₹150 crore.

The proposed facility will be equipped to produce 1 million mobile handsets per month.

Kapil Chugh, Chairman & Managing Director, Lemon Electronics Limited said, "The revamped brand approach is in line with Lemon Mobiles' next growth strategy in the Indian market. The new manufacturing unit and R&D facility bring a significant potential for the brand to bounce back and continue its commitment towards product innovation and customer satisfaction. We have planned to come back with robust strategies to fulfill the long-term needs of our consumers."

The company also aims to hit Rs 1000 crore top line in next 3 years and planning to set up an R&D and Testing Lab facility in Shenzhen, China to design the next-generation mobile handsets. With these new facilities, the brand wants to offer cutting-edge innovation to enhance the customer experience with 'feature-led budget smartphones'.

Praveen Srivastava, CEO - Lemon Electronics Limited said, "With new brand identity, we are determined to become a quality and performance driven entity in the market. Our new expansion plans are centered on our commitment to adopting new technologies, empowering customers and delivering what market demands. We are going to implement aggressive 360-degree marketing strategy across all mediums - ATL, BTL and Digital, which will drastically establish a strong brand recall in the market."

Furthermore, for its newly proposed R&D and testing center in China, Lemon Mobiles plans to hire over 100 engineers who will help the brand in driving the innovation targeted for Indian consumers. As part of its international expansion, the company also intends to set up a manufacturing unit in China as well.

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The brand has recently changed its logo to start its fresh inning with a new identity and investment plans. Currently, its product portfolio includes the finest quality feature phones, smartphones, and LED TVs at a budget-friendly price. Aiming to capture a bigger pie of Indian smartphone market, the brand is planning to launch 6-7 new smartphones in 4K - an 8K category in the coming months.