Apart from collaborating with micro finance institutions (MFIs), Nokia is now reaching out to its rural customers through its 'showrooms on wheels' and 'Rural care on the go, marketing and servicing vehicles, respectively. With the urban market for handsets fast getting saturated, Nokia plans to tap the growing rural market in collaboration with various micro finance institutions. India has about 249 million subscribers and 93 million rural subscribers. These represent 81 per cent and 12 per cent penetration in the respective markets. The national mobile penetration level is 31 per cent.
Nokia hopes to break into the rural markets by taking the help of micro finance institutions in the country. There are about 1,000-odd MFIs in the country. For a start, Nokia has tied up with SKS Microfinance, which has 653 branches across 15 States.