A few years ago, much before the onslaught of the Chinese players as well as the ‘bloodbath’ amongst domestic players, Spice was one of the fastest growing mobile devices brand in India after being one of the first mobile operators in India in 1998.

A unit of Spice Mobility, an Indian business across mobility space, Spice Mobiles launched in 2004 and had launched several firsts including the Dual SIM phones, and had business operations spanning across India, Nepal, Bangladesh, Uganda, Tanzania, Zimbabwe, and Sri Lanka.

However, the company went in a limbo and devices disappeared from the shelves as several handset makers from China came to the biggest smartphone market globally and offered innovative, yet value-for-money devices.

Now, Transsion Holdings, a global conglomerate that operates itel and TECNO brands, has announced a joint venture agreement with Spice Mobility to re-launch the Spice brand in India. Transsion Holdings is a diversified group specializing in mobility solutions and present in 58 countries globally. Transsion officially entered India in 2016 with its brand itel.

We are absolutely delighted to partner with Transsion Holdings. As a strategic partner, we believe this combines Spice’s legacy strength and Transsion’s global leadership to bring a whole new mobility experience to our consumers. This JV is a commitment towards furthering digital inclusion in India, assuring high quality products and services to one and all, thus democratizing innovation and technology. We are sure that by leveraging each other’s strengths, we will make a significant contribution to the emerging Indian technology market.

– Dilip Modi, Executive Chairman, Spice Mobility

The JV was inked today in a press event in New Delhi in the presence of Lin Qin, Vice-President, Transsion Holdings and Dilip Modi, Executive Chairman, Spice Mobility. At the event, the fresh brand identity and philosophy – “Make Sharing Better” with Spice – was also unveiled. The purple color of the logo is in line with its range of colorful and uniquely designed products.

The partnership aims to revitalize the ‘Spice’ brand and offer stylishly designed devices catering to the needs of the Indian youth.