Last month DigiMouth reported Essar Group’s plans of launching rivate-label handsets across the country under The Mobile Store label. The telecom retail arm of Essar Group, The Mobile Store (TMS), has finally launched their handset range called ‘Ray’. 4 models of which have been launched in the initial stage.

ray-t65The cheapest handset Ray M20 is priced at Rs. 2,399 which encompasses an expandable memorythe_mobile_store_logo card, MP3 player, FM radio and GPRS. The company is aiming at offering feature-rich phones at affordable prices. While the high-end phone Ray T-65 is priced at Rs. 6, 999 and comes with a 3 mpx camera, touchscreen, MP3 player, GPRS, expandable memory (upto 2GB-32MB) and more.

Nokia dominates 70% of the handset market followed by Sony Ericsson and Samsung. The TMS Ray series will face competition from the above mentioned brands. With the handset market selling over 100 million units TMS is targeting a sale worth Rs. 200 crore in the first year.

Other than TMS outlets the handsets would be sold through 20,000 stores across India.