Ravi Kunwar on how HMD is winning the regional game with Maha Kumbh activations

Human Mobile Devices (HMD Global), the Finnish mobile manufacturer, has been redefining the mobile landscape by offering durable, stylish, and repairable phones that cater to the evolving needs of consumers. Since its inception in 2016, HMD has carried forward the Nokia legacy while introducing its own range of HMD-branded devices, embracing a multi-brand vision to meet diverse consumer demands.

At the helm of HMD’s operations in India and the APAC region is Ravi Kunwar. With over 25 years of experience in the mobile and consumer electronics industries, Kunwar has played a pivotal role in shaping HMD’s footprint across key markets. His leadership has been instrumental in expanding the brand’s presence, driving strategic partnerships, and ensuring HMD’s growth in an increasingly competitive landscape.

As HMD continues to strengthen its connection with Indian consumers, it has launched the HMD Mobile Care Camp at the ongoing Maha Kumbh 2025, a unique initiative aimed at ensuring uninterrupted connectivity for millions of pilgrims. Through on-site mobile repair services, replacement units, and a loaner phone program, HMD is providing essential support at one of the world’s largest gatherings. The brand has also partnered with Radioline to enhance accessibility, offering real-time event updates, local travel information, and spiritual guides through HMD and Nokia devices.

In conversation with Adgully, Ravi Kunwar, Vice President & CEO – India & APAC, HMD, shares insights into the company’s evolving brand strategy, the balance between heritage and innovation, and the company’s commitment to delivering meaningful experiences for Indian consumers, and more.

HMD has had a rich history with Nokia. Could you share more about the company’s evolution and your role in its transformation?

HMD has had a remarkable journey, shaping the future of mobile technology while staying true to its legacy of Nokia devices. Over the years, we have crafted durable, sustainable smartphones and feature phones that reflect our commitment to quality, longevity, and user experience. Our focus has always been on creating technology that not only meets expectations but anticipates user needs, ensuring seamless and intuitive experiences.

As HMD evolves, we are embracing a bigger vision – one that goes beyond tradition and continuously pushes the boundaries of innovation. While Nokia feature phones remain an integral part of our story, we have also introduced an exciting HMD-branded portfolio, along with new collaborations that bring fresh, sustainable, and user-centric technologies to the market.

India, with its rich and diverse consumer base, is a key focus for us. We understand that different users have different needs, and our approach ensures we are not just competing but redefining choices. As we move ahead, our transformation will always be rooted in meaningful innovation, customer experience, sustainability, and a deep understanding of what consumers truly value.

As the largest European manufacturer of smartphones, how does HMD balance heritage with innovation in today's competitive market?

HMD balances heritage with innovation by staying true to its core values of durability, reliability, and user-centric design and experience, while continuously evolving to meet modern demands. Our legacy is built on trust, and we honour it by ensuring that every device we create upholds the same quality and longevity that consumers expect.

At the same time, we recognize that innovation is key to staying relevant in today’s competitive market. We are expanding our portfolio with cutting-edge technology, sustainable materials, and repairable designs that align with the growing consumer demand for long-lasting devices. Our focus extends beyond hardware – we are also enhancing the overall user experience with improved software, security, and seamless connectivity.

HMD’s approach is about evolution, not replacement. While we continue with Nokia Feature phones, we are also introducing an exciting range of HMD-branded devices and collaborations that bring fresh perspectives to the industry. By blending our strong heritage with a forward-thinking vision, we are ensuring that HMD remains a trusted and innovative player in this super competitive and ever evolving market.

What marketing strategies are planned for the HMD mobile phones, especially in a diverse and price-sensitive market like India?

In a diverse and price-sensitive market like India, HMD’s marketing strategy is centered around a comprehensive 360-degree approach that blends traditional and digital marketing methods to ensure broad outreach and meaningful engagement. A key focus will be on leveraging public relations and innovative marketing ideas. One of the major highlights of this strategy is our collaboration with journalists to organize a media-friendly match during the launch of the HMD Fusion, amplifying the event through our global strategic partnership with FC Barcelona. This exciting initiative will not only engage sports enthusiasts but also generate significant media coverage.

To reach every nook and corner of India, we are ensuring a balance between ATL (Above the Line) and BTL (Below the Line) efforts. This means venturing into TV campaigns and out-of-home (OOH) branding to enhance visibility through traditional mediums while also using social media promotions and direct consumer engagement for a more personalized approach. By tapping into multiple touchpoints, we can connect with audiences across regions and demographics effectively. Our campaigns will be regionally tailored, understanding local cultural nuances and language preferences to resonate deeply with diverse Indian consumers.

Additionally, we recognize the importance of digital engagement in today’s fast-paced world. Social media promotions, influencer partnerships, and interactive online campaigns will be essential in amplifying HMD’s presence, particularly with younger audiences like millennials and Gen Z. With this strategy, HMD aims to establish a stronger foothold in the Indian market, drive awareness, and foster customer loyalty, all while remaining attuned to the needs of this price-conscious and tech-savvy audience.

HMD’s Mobile Care Camp at the Maha Kumbh 2025 is a unique initiative. Could you elaborate on the services being offered and their significance?

HMD’s Mobile Care Camp at the ongoig Maha Kumbh is a testament to our commitment to customer service and accessibility. This initiative ensures that pilgrims and visitors stay connected without disruptions, offering essential mobile care services right at the heart of the event.

At the camp, we provide diagnosis and repair services for HMD smartphones, feature phones, and Nokia feature phones. Understanding the importance of seamless communication, we are also offering a replacement unit for customers whose feature phones fall under the 1-year replacement guarantee, ensuring they don’t face inconvenience.

As an added service, we have introduced a unique loaner phone program, where customers can borrow a temporary device while theirs is being repaired. This ensures uninterrupted connectivity, particularly in an event as large and significant as the Maha Kumbh.

With this initiative, HMD is not just offering technical support, but also reinforcing its dedication to customer satisfaction and reliability. By being present where our consumers need us the most, we continue to strengthen our relationship with them while ensuring their devices remain functional and dependable.

How did the collaboration with Radioline come about? What role does it play in connecting with the Maha Kumbh attendees?

Our collaboration with Radioline for the Maha Kumbh was driven by a shared vision of enhancing connectivity and accessibility for millions of attendees. Given the scale of the event, we recognized the need for a reliable source of information, ensuring that pilgrims have seamless access to essential updates and resources.

Through this partnership, HMD provides real-time access to key Maha Kumbh details, including significant dates, rituals, and schedules. A crucial aspect of this initiative is the local travel information feature, which helps attendees reach the vast gathering with ease. Additionally, pilgrims can access extensive guides in and around Prayagraj, ensuring they are wellinformed and can make the most of their spiritual journey.

By integrating Radioline’s capabilities into our ecosystem, we are not only strengthening the role of mobile technology in major cultural events but also reaffirming our commitment to delivering meaningful and practical solutions. This initiative ensures that attendees stay informed, connected, and prepared throughout the Maha Kumbh experience.

What are HMD’s strategies for engaging with the millions of attendees at the Maha Kumbh? How does an initiative like the Maha Kumbh align with HMD’s overall business and expansion goals in India?

HMD’s engagement strategy for the Maha Kumbh is built on accessibility, reliability, and meaningful consumer interactions. Millions of attendees are gathering for this significant event not only from every place in India but also across the globe. Our initiatives are designed to provide assistance, seamless connectivity, and a strong on-ground presence, reinforcing our commitment to serving consumers where they need us the most. Even our entry-level Feature phones like HMD 105 is equipped with UPI feature, which makes the digital transactions super convenient and seamless for people and it also brings lot of people into the digital economy for which our Government is working tirelessly.

To maximize our outreach, we are driving public relations amplification through strategic media engagement, ensuring our initiatives reach a wider audience. Additionally, we are leveraging out-of-home (OOH) advertising, retail outreach at key locations across Prayagraj to enhance visibility and connect with attendees in high-footfall areas.

Maha Kumbh aligns perfectly with HMD’s broader business and expansion goals in India. By actively engaging with millions of attendees, we are strengthening our presence in regional markets, enhancing brand trust, and demonstrating our commitment to long-lasting, reliable technology. This initiative is not just about offering services—it’s about building lasting relationships with consumers and reaffirming HMD as a brand that truly understands and supports their needs.

What are your expectations from the Indian market in 2025, and how does HMD plan to strengthen its position?

India remains a key focus for HMD in 2025, with immense growth potential across both feature phone and smartphone segments. The market continues to evolve rapidly, driven by increasing digital adoption, expanding 5G penetration, and the rising demand for reliable, long-lasting devices. As consumer preferences shift towards affordability, sustainability, and repairability, HMD is well-positioned to cater to these evolving needs.

To strengthen our position, we are deepening our presence in the D2C sector through HMD.com, ensuring direct access to our latest portfolio while providing a seamless shopping experience. Alongside this, our extensive retail footprint of over 1 lakh+ stores ensures strong offline availability, reinforcing our accessibility across urban and rural markets.

E-commerce is playing a bigger role than ever, with all markets becoming key markets due to the reach of digital platforms. We are expanding our engagement with leading e-commerce players to maximize online availability and ensure that HMD devices reach every consumer, regardless of location.

Our focus remains on Gen Z and millennials, a demographic that values innovation, affordability, and sustainability. We are tailoring our portfolio to their needs, introducing devices that blend modern design, strong performance, and long-term reliability.

By strengthening our omnichannel presence, deepening consumer engagement, and expanding our product lineup, HMD is poised for significant growth in India. Our goal is to not just compete but to carve out a unique space by offering high-quality, durable, and repairable devices that truly align with the needs of today’s consumers.