Spice Corp, an Indian handset maker, is setting up its global headquarters in Singapore as the company looks to take on the likes of Nokia and Sony Ericsson by offering low-end mobile phones.
The company's businesses include mobile telephony, handsets, mobile content, value-added services, large-format mobile retail stores and entertainment centres.
The company's global unit will be called Spice Global and will have two business units based out of Singapore.
The company has appointed Parikshit Bhasin as group president, global business and alliances. Bhasin was formerly in marketing and sales roles at Nokia in Philippines and India.
The brand is to looking to capitalise on the fast-growing mobile markets in Asia, from Israel to Indonesia.
Dr BK Modi, global chairman of Spice group, commented: "Our products are highly innovative, and this is the positioning we will use. Asia is a growing mobile market and the region needs different kinds of handsets. Our strength would be in customising handphones for different countries."
The brand will launch its consumer marketing and advertising activities in the next four months.