The Essar Group owned telecom retail chain The Mobile Store (TMS) announced its plans on launching private-label handsets across the country. The target audience is the youth and the products will be priced between Rs 2,500 to Rs 10,000.

the_mobile_store_logoTMS is pressing on the IMEI numbers as per government directives. With national security concerns Department of Telecommunications (DoT) has urged operators to disconnect services to handset lacking an IMEI number. The 15-digit code IMEI flashes on the operator’s network when a call is made. Operators are expected to do so by April 15, 2009.

Approx 250 lakh handsets will be nullified if operators adhere to the directive. Noramlly phones without IMEI numbers are used by low-end subscribers opting for low-priced phones. Telecom operators may loose out on these customers (which is a large collective) and retaining the same would be a task.