In addition to moving away from Tecno to become a standalone brand, POVA is also looking to open a flagship store in India, similar to Nothing, Xiaomi, Apple, and other brands. The store will showcase several products that POVA has launched or plans to launch in the near future. TECNO CEO Arijeet Talapatra revealed the development in an exclusive interaction with 91mobiles while discussing the company’s plans to establish POVA as a separate brand.
While there is no specific timeline yet, the store could open as early as later this year. The exact location remains under wraps, although Talapatra hinted that it could be in a Tier-2 city. He said the company is specifically looking for a location with a strong youth population and does not intend to start with one of India’s top four or five metros.
“POVA is evaluating cities among the country’s top 20 markets for its flagship-store strategy,” added Talapatra. The company could start with one city and subsequently expand the format to more regions within the country.
The move is part of POVA’s broader strategy to establish a stronger connection with younger consumers, including Gen Z and Gen Alpha. According to Talapatra, the brand wants consumers to experience and relate to its design language, including its vibrant colours, distinctive back panels, and camera modules, as well as features focused on design, AI and network capabilities.
The store will serve as a showcase for POVA’s products, which currently include smartphones and earphones, allowing consumers to experience and potentially purchase them. The company is planning to expand its portfolio with a wider range of devices in the future, potentially creating an entire POVA ecosystem. Talapatra said the details of what this ecosystem could comprise are being kept under wraps for now, adding that POVA wants to keep it as a surprise.
