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Company Overview: Established in 2009, BERG Global Ltd. has evolved into one of the fastest growing mobile handset companies in India. With a mission of becoming the 1st global consumer brand from India, BERG Global Ltd. has shown profitability and growing sales since the first year of operations. The bedrocks of the company’s culture are the core values of Integrity, Adaptability and Passion for Excellence. The Brand operates in the realm of ‘Create Possibilities’. With a wide product portfolio encompassing tablets, feature phones and smart phones, BERG Global Ltd. offers unique value propositions at multiple price points to suit diverse consumer categories. BERG Global Ltd. is the only Indian mobile handset brand in the country to have an in-house R&D set-up in India and China. It boasts of a robust sales and service network with over 1000 distributors, 90000 retailers and 1400 service centres spread across the country. Background: With special emphasis on budget and mid-range devices, Indian handset players have captured significant market share.

Though the figures look promising and lead to promising projections, the after sales service often puts a question mark on sustainability. To an extent, Indian players have successfully been able to replicate the product features of international players, but the same can’t be said for the after sales service model. LIVE Business Challenge: In the district of Aurangabad, BERG started its operations about 12 months back and has a warranty customer base of 300,000 (monthly sale of 25000 units). In general, BERG gets around 4800 service calls per month. By service calls, we mean those customers who visit the service centres to get their handsets repaired. By service centre, we mean the service franchisee given to an independent agency as BERG is not providing

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