India's small handset brand to provide on-site support

In a first of such initiative in India's mobile sector, Adcom has introduced on-site and online customer service for all its devices within the one-year warranty period. The local handset maker is aiming to attract customers to its otherwise relatively unknown brand with the after-sales offering.

Adcom, which is part of the New Delhi-based Advantage Group, imports IT products, tablets, and mobiles to India. In terms of product specifications and value for money, most Adcom devices beat rival Indian brands Lava and Karbonn, but haven't managed to achieve the popularity of the two other brands. Adcom, though, expects to sell 100,000 handsets in the current fiscal year.

Sanjeev Bhatia, the company's chairman and founder, said: "We put immense emphasis on after-sale service of the product, which has always been a weak point when it comes to mobile industry. Adcom is putting its efforts to give  consumers full satisfaction by bringing after-sales service at the doorstep of its consumer. As a part of our warranty, on-site and online service and support are available for our users throughout the country."

It touts the new offering as a hassle-free service that's available on a "click of mouse or a call" for customers, enabling them to directly interact with the company instead of outsourced service centers. When called upon, an Adcom engineer will visit the customer’s place to provide the service in Delhi NCR. For other regions, Adcom has tied up with logistics agencies like BlueDart, DTDC, and Aramex, to provide pick up-and drop-off service at customers' home.

Most Indian handset brands suffer from lack of trust among consumers in terms of after-sales support and limited touch-points.