Philips makes return to Pakistan in partnership with Advance Telecom

ISLAMABAD (Zubair Kasuri): Philips, a brand synonymous with quality electronics in Pakistan’s past, announces its return through an exclusive partnership with Advance Telecom.

The agreement, sealed in China, signifies a major step towards re-establishing Philips’ presence in the rapidly growing Pakistani market.

Advance Telecom, appointed as the sole distributor for Philips products by Transsion Group, will spearhead the launch of mobile phones, LED TVs, and home appliances across the nation.

The initial phase will see the introduction of four new feature phone models in March, followed by a range of four to six smartphone models after Eid ul Fitr. These smartphones promise to deliver cutting-edge features, including powerful RAM and ROM, advanced camera technology, and long-lasting batteries, all at competitive price points.

“We are incredibly excited to bring Philips back to Pakistan,” stated Mr. Rizwan Majeed, CEO of Advance Telecom. “This partnership represents a significant opportunity to offer Pakistani consumers high-quality, reliable products that meet their evolving needs. We’re committed to delivering exceptional value and service, and we believe Philips’ reputation for innovation and quality will resonate strongly with our customers.”

In a move that underscores a commitment to local manufacturing, Philips mobile phones will be produced domestically by Innercom, a sister company of Advance Telecom. Innercom currently boasts a substantial production capacity, capable of manufacturing 300,000 feature phones and 100,000 smartphones monthly.

“By manufacturing locally, we aim to contribute to the growth of Pakistan’s technology sector and create new employment opportunities,” Mr. Majeed added. “We’re confident that our partnership with Philips will not only bring world-class products to Pakistan but also stimulate economic growth and technological advancement.”

Advance Telecom has planned large-scale launch ceremonies in key cities, including Karachi, Lahore, and Islamabad, following Eid ul Fitr. Further launch events in Peshawar and Multan are also under consideration.

In addition to mobile phones, Philips LED TVs and other home appliances will be made available through Advance Telecom’s extensive distribution network after the Eid celebrations.

The strategic partnership between Philips and Advance Telecom is poised to make a significant impact on the Pakistani electronics market, bringing a blend of trusted legacy and modern innovation to consumers across the country.