Contents:

1. Introduction

2. key models of Spice Mobile

3. Market share of Spice Mobile

4. Current status of Employees of

Company

5. current status of subscribers

6. Financial status of Spice Mobile

7. Comparison of Spice Mobile & Other

Mobiles
INTRODUCTION
Spice Mobiles Ltd. is a part of Spice Group, a
multi-faceted group with an exclusive telecom
eco-system in India. With "Innovation" as the
company’s mantra, Spice began the process of
revolutionizing the Communication &
Entertainment sector, with its new age
technologically advanced state of the art mobile
phones.
Debuting with handsets targeted at the entry-
level segment, today, the brand is growing rapidly
and has a bouquet of offerings targeting entry,
mid & premium segments. Spice Mobiles Ltd has
heralded a new chapter in the history of Indian
mobile telephony by launching the first ever DUAL
MODE PHONES. Continuing with the same trend
of delivering breakthrough products, Spice
Mobiles launched the new Spice D-1100, India’s
first Dual SIM PDA (GSM/GSM).
Spice Mobiles is the proud winner of the Golden
Peacock Award for innovative product / service
for the year 2007. Spice Mobiles added more
firsts to its credit by announcing the Global
premier of the World’s First Movie Phone and
Peoples’ phone at the World Mobile Congress,
Barcelona in February 2008.
Riding on the success of its venture, Spice Mobiles
Ltd. has strengthened its footprint, built a strong
value proposition with the customers and
established itself as a competitive brand amongst
the host of International players. Moving forward,
the company aims to achieve further brand
acceptability among all target segments through a
broader offering of cutting-edge handsets that
combine mobile phone functionality with enriched
content and smart device capabilities for greater
high-speed voice and data capacity.

SPICEMOBILEPHONES is the Indian Mobile

Community that allows cell phone users to
publish, convert, and share with friends all kinds
of user generated content. With
SPICEMOBILEPHONES, you have immediate
access to thousands of personal files provided by
SPICEMOBILEPHONES users, across the World via
our Forum. You can publish, convert, and share
Personal Content of all types for your cell phone -
Videos, Photos, Ringtones, Software, Games.
We aim to become the largest Mobile Web
Community in the India

Spice Mobile is the brand name of Spice Communications

Limited, a mobile phone service provider in India. Spice
Mobile is currently operating in the states of Punjab (India)
and Karnataka i.e., in 2 circles of 23 Telecom Circles of
India. Spice Communications Limited is now a subsidiary of
Mumbai based Idea Cellular Ltd. (an Aditya Birla group
company). Idea Cellular owns more than 80% equity in Spice
Communiations.
Idea Cellular acquired the company from Modi Wellvest and
Telekom Malaysia (TMI, now Axiata) in July 2008.

(TMI).[2]
Launched over ten years ago, Spice’s cellular services have a
customer base of over 4 million as on December 2008 in
Punjab and Karnataka.

Recently Aditya Birla Group owned Idea Cellular took

over the ownership of Spice Telecom for over Rs.270 million.
They plan to improve the coverage, customer friendliness and
good service
The market share of Spice had fallen down in Karnataka, after
their competitors weaned away many of its customers with
good service. In spite of lower tariffs Spice could not regain the
market share. Another problem was that being restricted inonly
two circles the prepaid users(which form majority of mobile
phone users in India) had problems getting their phones
recharged with prepaid balance when in roaming. The problem
was significance in case of states with small areas like Punjab.
Now it is hoped that under Idea cellular things at least this
problem is sorted.
Spice Telecom now has a customer base of 4.46 Million
subscribers in both circles.

Spice Mobiles Ltd. is a part of Spice Televentures, the Telecom

vertical of the diversified US$ 1.3 Billion Spice Global group.
Spice Televentures is the pioneer of a services driven mobile
ecosystem in India. With "Unconventional Wisdom" as the
company's core brand essence, Spice has revolutionized the
Mobile Devices business, with its innovative technology and
advanced, feature rich mobile phones. The brand is growing
rapidly and has a bouquet bouquet

a structure resembling a cluster of flowers. of offerings

targeting entry, mid & premium segments.
 Spice Mobiles Ltd has heralded a new chapter in the history of
Indian mobile telephony by launching the first ever DUAL
MODE PHONES. Continuing with the same trend of
delivering breakthrough products, Spice Mobiles launched the
new Spice D-1100, India's first Dual SIM PDA
(GSM/GSM).In his speech Mr. Mehboob Chowdhury,
Chairman of South Asian Mobile Forum said, "A greater
cooperation is needed among the mobile phone manufacturers
and the operators of the South Asia This article is about the
geopolitical region in Asia. For geophysical treatments, see
Indian subcontinent.
South Asia, also known as Southern Asia region. I
congratulate SPICE, a major brand from the South Asia, for
focusing their attention in Bangladesh and hope that they
proactively work for the benefit of the South Asian nations."

Mr. Ghalib Ahmed Ansari, CEO of True Distributions Ltd,

said, "Mobile is the fastest growing market in the world.
Increasing benefits to the subscriber can be delivered if
appropriate contents and applications are embedded in the
handset. Based on True's feedback on the market of
Bangladesh, we can hope that Spice will bring greater value for
money for the subscribers of Bangladesh."

Mr. Kunal Ahooja, CEO, Spice Mobiles said, "We chose to

enter the International market with Bangladesh as the country
offers great opportunities for mobile handset companies with
huge untapped penetration."
Company History – Spice Mobile Ltd.
The Company was originally incorporated as a
private limited company
on
March 28, 1995 under the name of Modicom Network
Private Limited.
The
Company subsequently became a deemed public
company under section
43(1A) of the Companies Act, 1956 w.e.f. April 1,
1999 and the name
of
the Company was changed to Modicom Network
Limited. The name of the
Company was further changed to Spice
Communications Limited vide
fresh
Certificate of Incorporation dated December 3,
1999. With addition
of
the word ‘Private’ in the name of the Company
under Section 43A (2A)
of
the Companies Amendment Act, 2000, the name was
again changed to
Spice
Communications Private Limited w.e.f. October 28,
2003. On December
28,
2006 the Company was converted into a Public
Company and the name
changed to Spice Communications Limited. The
Registered office of
the
Company was changed from 13th Floor Hemkunt Tower,
98, Nehru Place,
New
Delhi 110019 to 60-D Sainik Farms, New Delhi
110062 w.e.f. April 13,
2004.

The Company bid for six circles in year 1995-96,

out of which it got
H-1 position in three circles, i.e. it was the
highest bidder for
getting the license in Karnataka, Punjab and
Rajasthan telecom
circles.
The Company opted for only two telecom circles of
Karnataka and
Punjab.
 Accordingly the Company entered into license
agreement with
Department
of Telecommunication (DoT) for operation of
Cellular Mobile
Telephone
Services in the aforesaid telecom circles in the
year 1996.

In the year 1996, Modi Wellvest Private Limited

(MWPL), a group
company
incorporated in India held 51% equity in the
Company and Motorola
Inc.,
Chicago, U.S.A. and Distacom Communications
Limited, Hongkong, a
Hong
Kong based telecom service provider held 10% of
the equity and 39%
of
the equity through their wholly owned subsidiaries
in Republic of
Mauritius in the names of MINL, Mauritius and DCIL
respectively.
MINL
exited as shareholder of Spice in September 1999
and DCIL, purchased
 the 10% equity held by MINL and thus became a
shareholder with 49%
of
the equity.

In November 1999, a Shareholders Agreement known

as the Spice.com
Agreement’ was entered into between our Company,
Modinet Private
Limited, MWPL, Super Infosys Private Limited,
Distacom India
Holdings
Limited, Distacom Communications (India) Limited,
Asian
Infrastructure
(Mauritius) Inc., PAII (Mauritius) Company Limited
and Lazard Asia
Investments B.V. to regulate (i) in the case of
MWPL and DCIL, the
shareholding arrangement in respect of our
Company, and (ii) in the
case of all parties, the appointment of directors,
the management of
our Company and the conduct of our Company’s
business.

In March 2006, TM through its wholly owned

subsidiary TMI Mauritius
 purchased the entire share capital of DCIL,
Subsequently the name of
DCIL was changed to TMI India. TM is a listed
company listed on
Bursa
Malaysia Stock Exchanges. TM is a leading regional
information and
communications group, which offers a comprehensive
range of
communication services and solutions in fixed
line, mobile, data and
broad band. TM currently has interests in eleven
other countries
including Malaysia, Sri Lanka, Bangladesh,
Indonesia, Cambodia,
Thailand, Malawi, Singapore with cellular service
serving as the
cornerstone of its investments.

Consequently a new shareholders agreement was

executed on March 10,
2006 to record the respective rights and
obligations of TM
International and other parties in relation to
shareholding and
management of Spice.

For details of the Shareholders agreement please

refer to page 98 of
this DRHP.

During fiscal 1996-97, the Company had obtained an

equipment finance
facility from Motorola Inc., a supplier of
telecommunications
equipment, and Standard Chartered Bank (Rupee
portion guaranteed by
Motorola India Limited) for equipment financing
and related customs
duty payments amounting to US million and Rs. 900
million,
respectively. The Company defaulted on the loan
facilities when they
became due and thereafter Motorola Inc. filed
litigation against the
Company in the High Court of Justice, United
Kingdom and Delhi High Court.

In fiscal 2006, the Company entered into an out of

court settlement
with Motorola Inc. whereby the Company paid US
million, as
settlement of all outstanding dues.

During fiscal 1996-97 we had also entered into an

equipment finance
 facility of US.3 million from Chase Manhatten Bank
(which was
subsequently paid and replaced by INR facility of
Rs. 1130 million
from
Bank of America, New Delhi in the year 2000) and
Rs.1500 million
from
Bank of America, New Delhi (which later increased
to Rs.1725
million).
These facilities were guaranteed by Siemens AG to
Bayerische
Landesbank
Girozentrale which in turn issued guarantees to
Bank of America, New
Delhi. We defaulted on the loan facilities when
they became due and
thereafter Siemens AG initiated legal proceedings
against us for
recovery of the outstanding balances on the loans
plus accrued
interest
in the High Court of Justice, United Kingdom and
Delhi High Court.

In fiscal 2006, the Company entered into an out of

court settlement
 with Siemens AG whereby the Company paid US
million, as
settlement
of all outstanding dues.

Milestones achieved by the Company

Year Milestones

1995 Incorporated as Private Limited Company

under the name
Modicom Network Private Limited for
providing
telecommunication
services.

1995 Company filed bids for providing

telecommunication services
in
six circles, out of which it got H-1
position in three
circles,
i.e. it was the highest bidder for getting
the license in
Karnataka, Punjab and Rajasthan telecom
circles. The Company
opted for two telecom circles of Karnataka
and Punjab
 1996 Company signed License Agreements with DoT
for operation of
Cellular Mobile Telephone Services in
Punjab and Karnataka.

1996 MWPL, DCIL and MINL were issued 51%, 39%

and 10% equity of
the Company.

1997 Commencement of commercial operations in

May 1997 in
Karnataka
Circle and June 1997 in Punjab Circle.

1999 DCIL acquired the 10% equity in the Company

held by MINL and
became a 49% equity shareholder of the
Company.

1999 Achieved 0.1 million subscriber base.

1999 Change of status by conversion into Deemed

Public Limited
Company and change of name to Modicom
Network Limited.

1999 Change of name of the Company to Spice

Communications
Limited.

2000 The Company became entitled to Revenue

sharing regime of
licensing instead of Fixed license fee
regime.

2002 Obtained ISP license.

2003 Change of name of the Company to Spice

Communications
Private Limited.

2003 Achieved 1 million subscriber base.

2004 Migrated to Unified Access Services.

2005

-Spice Telecom ties with Sabeer Bhatia for new

tech

2006

-Achieved 2 million subscriber base.

 -TM International purchased the entire share
capital of DCIL.

-The Company applied for obtaining ILD and NLD

Licenses.

-The Company applied for Cellular Licence in 20

Circles

-Name of Company changed to Spice Communications

Limited

2007

-Spice Communications Ltd has appointed Dr.

Bhupendra Kumar Modi as
the Additional Director of the Company. Dr. B K
Modi has also been
appointed as the Chairman of the Company in place
of Mr. Dilip Modi,
who shall continue to run the Company in his
present position as the
Managing Director of the Company.

-Trading Members of the Exchange are hereby

informed that effective
from July 19, 2007, the equity shares of Spice
Communications Ltd
 (Scrip Code: 532863) are listed and admitted to
dealings on the
Exchange in the list of 'A' Group Securities.

2008

- Spice Communications Ltd has informed that Mr. M

R Prasanna and Mr.
Ashish Dwivedi have been appointed as Additional
Directors of the
Company w.e.f. August 08, 2008.
Key Models of Spice Mobiles

Mi-300

Presenting a spanking new range of high end

touch phones from Spice. Based on the
Android operating system developed by
Google, & Series of phones are all set to be
the new rage in the smartphone market. With
over 100,000 downloadable applications
already available online on Android
marketplace, the app store of the Android
platform, you could turn your phone into
almost anything. From a virtual pet, to a star
gazing telescope, your phone will now be it
all. So what’s your phone today?
 Android 2.1 Ready

Mi-300 is Android 2.1 ready. So you get the

latest and the best.
3.5G

Turbo surfing -Surf the internet at lightening

fast speeds and download large files and
attachments in a flash. Get ready for some G
force.
Wi- Fi

On the go- With wifi support, you can

connect to the internet without the hassle of a
modem and cables. Connect wirelessly at
home, office, even airports and cafes!

AGPS

Your personal guide- Never lose your way

again, with your own Global Positioning
System to guide you anywhere. Through
unknown narrow streets or rainforests, the
built in GPS will always be your friend.

GMS with Push Mail

 Emails & Gmails
The phone comes armed with all google
messaging services and can sync up with any
of your other official or personal mail
accounts. Have something on your mind? Mail
away!
3.2” HVGA Capacitive Touch Screen

Get touchy
The massive 3.2 touch screen makes buttons
look old school. Just swipe and tap your way
through the menus and on screen virtual
QWERTY keypad.

New pinch
With this brand new function on your mobile
phone you can pinch a picture to zoom in or
out.
5 MP Camera

Shoot to thrill
The on board 5 megapixel camera allows you
to capture life like pictures with crystal clarity.
Remember memories in vivid colours.

High Definition Video Recording

Go on, shoot those videos in high definition
and store moments in picture perfect
condition.

Android Market Place

The Android marketplace , android app store,

is a world in itself. With more than 100000
applications available to be downloaded there
is so much to explore.

3.5 mm Jack

The 3.5 mm headphone jack allows you to

use your own high end headphones and enjoy
music just the way you like it. It’s an
audiophile’s dream come true.

In device search

With a memory that large it’s possible you

forget where you saved that favorite song of
yours. No sweat! The in device search
function allows you to search every corner of
your phone

Widgets-
Keep your favorite sites and applications just
a tap away with widgets. No more scourging
through extensive menus

Optical Track ball - Just when you

thought that the touch function was a
marvel. The optical dodge ball is the
ultimate way to navigate through your
mobile. Keep rollin’!

Proximity Sensor
The phone senses it when you put it to
your ear and automatically locks the
touch screen to avoid accidental call drops
 Price

Features Details
MRP Rs. 16,999
Price ( Introductory Offer –
9990)
Available Color Black

General Specification

Features Details
Product type Smart Phone
GSM bands:
850/900/1800/1900 MHz
Network(MHz)
UMTS bands:
900/1900/2100 MHz
Size: 114.9mm (H) x
Dimensions(in mm)
56.8mm (W) x 12.6mm (T)
Weight(in gms) 114
Talk Time • Up to 5 hours for WCDMA
 • Up to 6 hours for GSM
• Up to 250 hours for
Stand by Time WCDMA
• Up to 300 hours for GSM
Battery Power(mAh) Li-Ion 1230mAh
Antenna Type Internal

Storage

Features Details
Phonebook Capacity No limit
Memory Card Type Micro SD
Memory Card Support
Up to 32 GB
Capacity
Phone Memory** Approx. 156 MB

Display

Features Details
Screen HVGA LCD
Screen Size (Pixels) 3.2” 480 x 320
External

Sound

Features Details
3gpp, 3gpp2, aac,
amr-NB, amr-wb,
imelody, mid, midi,
Ring Tones
mp3, mp4, mpeg3,
mpeg, mpg, qcp, sp-
midi, wav
Speakerphone(yes/NO) Yes
Yes, Can be
User Profiles
customized

Language

Features Details
Language Support English
Predictive Text Yes
 Messaging

Features Details
SMS Yes
MMS Yes
Concatenated Messages Yes
Send to Many Yes
SMS Counter Yes
Yes (Gmail, Exchange,
Email
POP3, IMAP)

Applications

Features Details
JAVA Enabled Yes
World Clock
Yes
(Format12/24)
Alarm Yes
Calculator Yes
Calendar Yes
To-Do List Yes
Vibrator Mode Yes
Motion Sensor G-sensor supported

Connectivity

Features Details
Yes, Supports EDGE/3.5G
GPRS
HSDPA
Bluetooth Yes
Bluetooth version 2.0 with EDR
Data Cable Yes
Wi-Fi Yes

Camera

Features Details
Camera Yes
Photo Storage Capacity On MicroSD card
Single Touch Camera
Yes
Operation
Flash Light LED
Zoom Level Yes
Brightness Level Yes
30fps WVGA (MP4,
Video Recording H.263) 15fps WVGA
(H.264)
Video Storage Capacity On SD card
Playback with the default
Wide Screen Video
resolution
30fps WVGA (MPEG-
Video Playing (FPS rate)
4/H.263 / H.264)
Pixel Size(coreband) 5 MP
 M-6 Sports

Sleek & Sporty Look

Are you a Sports freak..!!! Now boast
your passion for sports by using M-6 Sports.
Stylish, sleek and sporty, M-6 Sports is
embedded with Yahoo Sports and features 1.3
megapixel camera, social networking and lots
of java applications.
Available in green and orange color, this is the
handset that you have ever wished for.
Now compliment your sporty personality with
your M-6 sports.
Multi SIM
Keep up with life’s increasing demands. M-
6Sports is a Multi SIM (GSM+GSM) phone
with dual standby that lets you stay
connected with your loved ones without
having to carry two different phones. Switch
between your personal and professional life at
the click of a button with its two Live SIMs.
 Go for M-6Sports and enjoy the advantage of
the two GSM connections in the same phone!
Large Screen
Finally, phones that don’t strain your eyes.
Everything is big and up close with the M-
6Sports big 2.2”screen .
Stereo Bluetooth
Hands free comfort was never so easy! With
M-6Sports’s Bluetooth technology you can
comfortably talk business and share images,
music, & sound clips with your friends.
One Touch FM and MP3 Player
True to its name, M-6Sports comes with One
Touch FM and MP3 Player.
1.3MP Camera With Vidio Playback
M-6Sports also has 1.3MP Camera . Not only
this, you can record your own videos .Not
only this, you can also use this as a webcam
while you chat. So why stay out of the league
when you have M-6Sports to make you smart
and perfect.
Expandable Memory
M-6Sports comes with an expandable memory
up to 4 GB that allows you to record as many
songs and videos you want, shoot as much as
you want and store as much as you want.
 Price

Features Details
Price MRP Rs. 4,499
Available Color Orange & Green

General Specification

Features Details
Product type Bar
Network(MHz) GSM 900/1800
Dimensions(in mm) 112.9X48.2X13.2
Weight(in gms) 88.4
Talk Time Up to 5 Hrs.
Stand by Time Up to 250 Hrs
Battery Power(mAh) 1000
Antenna Type Internal
 Storage

Features Details
Phonebook Capacity 1000
Memory Card Type T-Flash
Memory Card Support
Up to 4 GB
Capacity
Phone Memory** 1MB

Display

Features Details
Screen 262K QVGA TFT : 2.2”
Screen Size (Pixels)
128 X 160
External

Sound

Features Details
64 polyphonic MIDI?WAV?
Ring Tones
AMR?MP3?AAC?AAC+
Speakerphone(yes/
Yes
NO)
User Profiles Yes
Caller Group Yes

Language

Features Details
Language Support English , Hindi
Predictive Text Zi

Messaging

Features Details
SMS 500
SMS Templates Yes
EMS Yes
MMS Yes
Concatenated Messages Yes
Send to Many Yes
Send to Group Yes
SMS Counter Yes

Applications

Features Details
JAVA Enabled Yes
Java Games &
Yes
Applications
Games Yes, 2
Incoming Call Guard Yes
World Clock
Yes
(Format12/24)
Alarm Yes
Calculator Yes
Currency/Unit Convertor Yes/Yes
Calendar Yes
To-Do List Yes
Voice Memo Yes
Caller Group Yes
Vibrator Mode Yes
Auto Power On/Off Yes
FM Radio Yes
FM Recording Yes
Scheduled FM Recording Yes

Connectivity

Features Details
WAP WAP 2.0
GPRS Class 12
Bluetooth Yes
Bluetooth version 2.0
Data Cable Yes
Handset Manager Yes
TV OUT / Webcam NA/Yes

Camera

Features Details
Camera CMOS
Photo Storage Capacity 1 MB + T-Flash
Zoom Level Yes
Brightness Level Yes
Multi Shot Yes
Night Vision Yes
Photo CLI Yes
Video Recording avi
Video Storage Capacity 1 MB + T-Flash
Up to 15 fps @ avi ,
Video Playing (FPS rate)
mp4, 3gp
Pixel Size(coreband) 1.3MP
M-6363

2 MP Camera with video recording

You couldn't have asked for more. M-6363
comes with a 2 MP camera and video
recording. So, what are you waiting for? Grab
M-6363 capture your precious moments and
revisit the moments.
Dual Expandable Memory
M-6363 Supports 8 GB Memory i.e 4GB +
4GB. Thus enabling you to easily store and
share your movies, music, photos and other
data. There’s so much memory you would
forget about it.
Wireless FM
There's music in the air - just tune in and
enjoy. Your phone has a built-in FM radio with
long-lasting performance. FM radio is
available anytime, anywhere. Choose your
presets, and have your favorite radio stations
 right at your fingertips. Tune in to the FM
radio, sit back and enjoy.
Stereo Bluetooth
Bluetooth provides great connectivity, helping
you get the most out of your mobile
experience. The technology enables
communication with other Bluetooth allows
you to connect wirelessly, perfect for having
hands-free conversations.
Motion Sensor
M-6363 is a perfect entertainer anytime,
anywhere. This phone comes with a Motion
Music & Wallpaper feature so that you can
flip-flop songs at just double flick of a wrist.
Just shake and swing to a different beat!!
Multi SIM
The Spice Multi SIM (GSM+GSM) is the
solution for those who are looking at
managing their busy lives and offers greater
convenience, economy and enhanced
efficiency.
 Price

Features Details
Price MRP Rs. 4,299
Available Color Black

General Specification

Features Details
Product type Bar
Network(MHz) 900/1800/1900 MHz
Dimensions(in mm) 107*48.2*15.5
Weight(in gms) 92g
Talk Time Upto 8 Hrs.
Stand by Time Upto 400 Hrs
Antenna Type Internal
Battery Power (in
1500
mAh)
 Storage

Features Details
Phonebook Capacity 1000
Memory Card Type T-Flash
Memory Card Support
4+4 GB
Capacity
Phone Memory** Support T-flash card

Display

Features Details
Screen 2.0”65 K TFT
Screen Size (Pixels)
176 * 220
External

Sound

Features Details
Ring Tones 64 polyphonic
Speakerphone(yes/NO) Yes
User Profiles Yes
Caller Group Yes
Melody Composer Yes

Language

Features Details
Language Support English, Hindi…
Predictive Text Yes

Messaging

Features Details
SMS 300
SMS Templates Yes
EMS Yes
MMS Yes
Concatenated Messages Yes
Send to Many Yes
Send to Group Yes
SMS Counter

Service centre of Spice Mobile

Service center in Delhi:

Service center name: M/s HOTSPOT RETAIL PVT LTD.
Laxmi Nagar
Address: D-60, Main Vikas Marg, Laxmi Nagar
Contact person: Mr. Hemant
Contacts: Mobile:9717794083
Email: hemantbanswal@hotspot.co.in
City: New Delhi /Delhi
Service center name: M/s HOTSPOT RETAIL PVT LTD
Lajpat Nagar
Address: K-32, Lajpat Nagar, Delhi
Contact person: Mr. Hemant
Contacts: Mobile1:9717794083
Email: hemantbanswal@hotspot.co.in
City: New Delhi/Delhi.
Service center name: M/s HOTSPOT RETAIL PVT
LTD.Rajouri Garden
Address: Shop No.-15, A-2/40, Rajori Garden, New Delhi-
110027
Contact person: Mr Hemant
Contacts: Mobile:9717794083
Email: hemantbanswal@hotspot.co.in
City: New Delhi /Delhi
Service center name: M/s TANEJA ELECTRONICS
Address: J-1/134, Wazirpur, JJ Colony, Ashok Vihar
Contact person: Mr. D.P. Taneja
Contacts: Mobile1:9818385520
Email: tanejatel@yahoo.co.in
City: New Delhi /Delhi
Service center in Maharastra:
Service center name: M/s SHARP TELECOM
Address: 12-15,1st Floor, Shanti Complex, Narpatgiri Chowk,
Mangalwar Path. Pune
Contact person: Mr. Riju. B. Moza
Contacts: Mobile1 :9822078633
Email : itpune@gmail.com
City: Pune /Maharashtra
Service center name: Hotspot Retails Pvt Ltd VAssi
Address: Shop no 4, vashi plaza, vashi, mumbai
Contact person: Mr Devendra
Contacts: Mobile1:9819914397
Email: sainath.shetty@spicemobile.in
City: Mumbai/Maharashtra
Service center name: M/s Mobile Point
Address: Sop No -6, Chintamani Apartment, Opp Dagdi
Shala, behind Amrapali Hotel, St John Baptist School Road,
Thane
Contact person: Mr Vithoba Solanki
Contacts: Mobile1:9821006793
Email: mobilepoint.care@gmail.com
City: Mumbai/Maharashtra
Service Center in Kerala:
Service center name: M/s Protec Marketing
Address: 39/5571/A, Maneparambil, Thoundayil
Contact person: Mr Sri Kumar
Contacts: Mobile1:9447905447
Email: spicecochin@gmail.com
City: Ernakulam /Kerala
Service center name: M/s Smart Devices
Address: K.P. Kesavamenon, Indore Stadium, Rajaji Road,
Opp. New Bus Stand, Calicut
Contact person: Ms. A.V. Bazeena
Contacts: Mobile1:9387455999
Email: bazeenasunil@yahoo.co.in
City: Calicut /Kerala
Service center name: M/s V-Star Mobiles
Address: 4/289/B2, 2nd Floor, City Shooping Complex, Town
HAll Road, Kunnamkulam.
Contact person: Mr Vijumon K.V.
Contacts: Mobile1:9387100400
Email: vstarmobiles@gmail.com
City: Kunnamkulam /Kerala
Service center in Goa:
Service center name: M/s Aastha Enterprises
Address: Opp Unioan Bank Of India,Shop No-5, Poonam
Apartment, Kaziwada, Ponda, Goa-403401
Contact person: Mr Ameet
Contacts: Mobile1:9823108517
Email: ash_capri8@rediffmail.com
Goa /Goa
Service center name: M/S Micro Technologies
Address: Mobile phone sales & service, Shop no 30, Gr Floor,
KTC Bus Stand, Panaji , GOA
Contact person: Mr. Narsimulu Medal
Contacts: Mobile1:9049160095
Email: narasimulu.medal@gmail.com
City: Panaji/Goa
Spice Mobile Service Centers Address patna
M/s Mobile Care
City: Patna
Email Id: mobile_carep@rediffmail.com
Phone No :
Address: Parijat Complex, Dak Banglow Chouraha,
Patna

.
3. Market share of Spice Mobile

Spice Group led Spice Mobile is now trying to capture a

20% market share out of the Indian handset market.
While the handsets are expected to be cheaper after the
Finance Minister Pranab Mukherjee proposed the
exemption in the duty structure of the industry, the
company is planning to pass on the benefit directly to
the consumer.
However, the high-competition and the cut-throat
competition may act as a roadblock for this handset
maker. Notably, Spice Mobile has been operating in the
Indian market many years prior to the entry of players like
Micromax who has been able to make a cushy position
for them in the Indian market but while the former is still a
laggard.
With Nokia being the market leader followed by a distant
second, Micromax's low-cost phenomenon is working
wonders giving sleepless nights to the competition.
But the company is planning a slew of launches with a
target of 20% market share. Then be it the 3G-powered,
QWERTY keypad or with the other latest features that
the competition offers, the company is all set to make a
mark for itself in the Indian market.
 4. Current status of Employees of
company

Launched over eleven years ago, Spice’s cellular

services have a customer base of over 6 million as on
January 2010 in india..
Recently Aditya Birla Group owned Idea Cellular
took over the ownership of Spice Mobile for over Rs.270
million. They plan to improve the coverage, customer
friendliness and good service
The market share of Spice had fallen down in India, after
their competitors weaned away many of its customers
with good service.
In spite of lower tariffs Spice could not regain the market
share. Another problem was that being restricted in only
two circles the prepaid users(which form majority of
mobile phone users in India) had problems getting their
phones recharged with prepaid balance when in roaming.
The problem was significance in case of states with
small areas like Punjab . Now it is hoped that under Idea
cellular things at least this problem is sorted.
Spice Telecom now has a customer base of 4.46 Million
subscribers in both circles.
No of Employees :- 5000 approx.
6. Financial status of Spice Mobile

Spice Mobile to invest Rs 120 cr on marketing

Spice Mobiles Ltd., India’s leading mobile handset
company, has decided to spend Rs.120 Crore for Marketing
and Promotions this fiscal. As part of their new marketing
Strategy the company has decided to focus more on
Metro’s and tier I cities. Spice has been in the tier II and
tier III towns for a very long time and has strong hold in
these cities.
The company already has a portfolio of almost 50 handsets and
they are planning to launch 2-3 new models every month.
Some of these would be targeted at the urban markets.
“We have been strong in tier II and III towns but now the focus
is on strengthening the brand in the metros and tier I cities as
well. We have already rolled out new handsets for the urban
markets and planning to add more.
The marketing budget for this fiscal is Rs 120 crore.” Said,
Mr.Naveen Paul, Vice-President Marketing, Spice Mobiles.
To cater the needs of the youth audiences the company is
planning to have a 360 degree marketing campaign, including
TV and print advertisements, outdoor media and online
promotion.
It has already appointed Bollywood actor Sonam Kapoor as its
brand ambassador and have been focusing on Sports i.e. IPL, T
20 World Cup to get more visibility for their brand. Spice is
also showcasing its advertisement in FIFA world cup this year.
He further added, “From a cycle of 2-3 years, the youth is now
changing his/her handset every 6-9 months. This is the market
that we want to tap The Company would target the youth, as
this segment is the biggest consumer of mobile phones in the
country. To woo young customers Spice has launched new
Video Phones like the S 7000, M 6262 and a range of new
Qwerty handsets which focuses on Social networking
applications like Facebook, Nimboos etc.”
The new line up of products will include handsets which will
primarily target the youth

Spice Mobile has unveiled three different Android devices in

India, one of which is a tablet. The devices all run Android,
and rely on Qualcomm’s 3G chips.
The three devices are the Mi-300, the Mi-410 (which will have
a 4.1″ touchscreen) and the Mi-700, which will have a 7″
touchscreen. If the names are any indication, the Mi-300 will
have a 3″ touchscreen.
Specifications for the devices are not yet available, but a
statement made by Dilip Modi (Spice Mobility Managing
Director) tells us that:
“Our devices will have pre-embedded content and applications
developed by Spice Digital, our VAS business and Spice Labs,
our mobile internet and applications business, retailed
exclusively through Spice HotSpot stores across India to begin
with, so as to offer an integrated mobility experience.”

Spice Mobiles (BSE 517214 NSE: SPICEMOBIL) is a

leading Mobile Handset company, one of the
fastest growing, with a substantial presence across India,
Nepal and Bangladesh. Spice Mobiles currently is the
2nd largest mobile handset brand in many parts of
Northern India, selling nearly 1.5 million mobile
handsets per quarter up from 0.9 million last quarter,
largely attributable to a ramp up of its distribution
network from 40000 to nearly 50,000 outlets, introduction
of state of the art range of mobile phones etc.

Spice Mobiles Limited posted excellent results for the 9

months period ending December 2009 for FY0910
reporting a Revenue of Rs. 702 crore , EBIDTA of Rs.
73.9 crore and PAT of Rs. 47.5 crore. Its Earnings Per
Share (EPS) increased to Rs.6.36 compared to a
negative EPS of Rs.1.37 for the corresponding 9 months
period of FY0809.
Spice Mobiles has been known for its innovative and
feature rich products from the pioneering Dual SIM, Flexi-
Dual and Multi-SIM Phones to Mutli SIM-Windows OS
mobiles. Spice Mobiles won the coveted 2007 Golden
Peacock Award for Innovation.

The bigger story in Spice Mobiles is that Spice

Televentures is going to be merged in this company. By
this merger four value added businesses are going to be
a part of this new entity which is going to be called as
SPICE MOBILITY.
Spice Mobility will be having three businesses. One is the
handset business which is the standalone business
which currently is a listed entity.
The other business which will come into its kitty is the
VAS (value-added service) business. As you are aware
that the value added services is a very followed space by
most of the players because this is one space where the
margins are much better than the normal ARPUs
(Average Revenue per User) which most of the telecom
players get. And third will be mobile retail stores chain.

7 . Comparison of Spice Mobile & Other

Mobiles

Difference Between Spice MI 300 and Samsung S5233

With the changes in communication technology quite evident,

communication equipment manufacturers are burning the
midnight oil in a bid to out do each other in the production of
new pieces.
The new designs are improving in beauty and functionality
every other day. The key players in this area, Spice and
Samsung are always neck to neck in competition as they both
aim to remain at the top of the list in so far as the design of
mobile communication equipment is concerned.

Their two new models, the Spice MI 300 and Samsung

S5233 are true testimonies to their competition.
Other than the physical appearance, the two communication
equipments are quite similar in so many ways no wonder even
the price range of the two sets is almost similar at $190 and
$218 for Spice and Samsung respectively.

Both phones have key features such as GPRS and Bluetooth

although Spice comes in a smart phone style and touch screen
while Samsung has a candy bar style and also the touch screen
to match the spice.
Both phones have taken storage capacity into consideration by
adding built in memory, as well as, expansion slots to fit the
micro SD memory cards. Photography being an obvious
feature in almost all modern phone models, the two phones
have both built-in video capture capabilities and digital
cameras.
The web browser is another common feature in both handsets
in addition to vibrator alerts and the common integrated
speaker phones.
Coming to the menu of the two phones, each of them is
significantly loaded with an array of features ranging from an
alarm clock to organizational calendars, Java applications and
an FM stereo radio.
The polyphonic ring tones are additional prominent features in
both models. Mobile phones have become a common computer
peripheral and therefore each new model of mobile phone has
to consider the aspect of connectivity to the computer. In this
area, both phones have the Bluetooth to link wirelessly with
your computer.
As a brief overview of the two phones, it would be reasonable
to state that the two phones are quite similar in features save
for the fact that they are products of two different companies.

In review:

1. The two phones both have an inbuilt memory however, the

spice MI 300 has greater storage space at 100 MB as compared
to the Samsung S5233 30 MB

2. The Samsung S5233 also has slightly more to offer in terms

of standby time. The spice model can reach up to 700 hours of
standby time as compared to the samsum S5233 648 hours.

3. Spice, on the other hand, has more options to offer in terms

of connectivity as it combines Bluetooth, USB, WLAN, and
WiFi as compared to Samsung which only has two
connectivity options in the form of Bluetooth and USB.