A couple of years ago, we used to share a joke – “soon every convenience store would have their own brand of cellphones.” It was the time when companies like Micromax were trying to set up base in the market and we were busy dismissing them and other like them as mere fly-by-night operators. Of course, we were proven wrong.



Two years down the line and our joke might be on the verge of coming true. It is only a matter of time before gadget store chains like Chroma, Future Group and Reliance among other would launch cellphones under their own brand. Chroma, for instance, already retails self-branded digital photo frames and even PCs. Future Group, meanwhile, has tied up with Tata DoCoMo to launch T24, a GSM connection that gives users loyalty points either when they shop at Future Group’s outlets or talk using the co-branded connection.



The ease with which one can launch a cellphone brand, I’m actually surprised why it has not happened yet. I have a feeling it won’t be long before we start seeing ‘Big Bazaar’ cellphones in the market.