Reliance Jio said on Monday it would launch a 4G feature phone priced at 999 rupees ($12.19), the latest attempt by billionaire Mukesh Ambani's telecom arm to grab market share in India's massive and under-penetrated hinterlands.
Following the tariff disruption in 2016, Jio had in 2021 launched the 4G JioPhone smartphone at 6,499 rupees, which after an initial sales surge is finding limited takers even after a price cut, a market study by IIFL Securities showed in May.
"Feature phone to smartphone transition has slowed down due to high learning curve for a lot of rural Indian users and Jio Bharat aims to bridge that gap," said Tarun Pathak, analyst at Counterpoint Research.
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