Building Influence by ‘Rising Step by Step’? Chinese Capital’s Permeation of India’s Electronics Industry

Abstract

This paper investigates the growth and expansion of Chinese companies in India’s electronics industry, specifically those manufacturing smartphones. It analyses their ability to embed themselves in the consciousness of Indian consumers and skilfully negotiate turbulences in the India–China bilateral relationship. A closer examination of their sales and marketing, alongside brand building and advertisement strategies, will aid in this endeavour. The paper also explores their relationship with governments in India, whose support is critical for successful and sustained operations. In decoding how the Chinese smartphone companies have been able to carve a niche for themselves in the Indian market (the second largest in the world for smartphones), the paper asks how Chinese smartphone companies negotiate the increased scrutiny and regulatory controls of the Indian government post the developments in Eastern Ladakh in 2020? The longevity of these companies in India can be explained by their ability to adapt and evolve even while retaining the confidence of consumers, thereby keeping their sights firmly fixed on the sheer size of the Indian market.