n October 2003, BenQ (known as Acer Communication and Multimedia until 2001 when it changed its brand name) decided to venture into the Indian mobile handset market. The �digital lifestyle devices company�, as it likes to call itself, recently launched its tenth model - M300, a bar phone with an embedded camera. A late entrant in an already cluttered but growing market, BenQ hopes its positioning as "affordable cool" will soon make India one of its top 10 markets for mobile handsets.

The huge potential in India coupled with the shrinking of the grey market, has made India a tempting destination for mobile phone marketers. The Indian mobile handset industry grew by an astounding 568 per cent in value to touch ... more