June 01: itel, a leading electronics brand known for making democratizing technology for Bharat, is making headlines everywhere with its latest launch. itel, which is known in India for its its durable, reliable and affordable range of products has launched Aqua – India’s only Feature Phone with IP67 Rating*. The itel Aqua is built to survive conditions that ordinary feature phones simply cannot. With its IP67 water and dust resistant protection, the itel Aqua can withstand submersion in water upto 30 minutes and exposure to muddy, wet environments without any damage. Alongside this, the Aqua debuts another first-of-its-kind technology in feature phones in India – the AI Environmental Noise Cancellation (ENC), which filters out background noise from busy environments such as construction sites, markets, factories and general traffic, allowing the user and the person on the other end to hear each other speak clearly, without the additional noise. The Aqua phone is available in super stylish colours of Blue, Red and Black – now available at retail stores across the country.
This latest launch is part of the new Inno Series launched by itel in India. Built around the needs of modern users, the Inno Series brings together durability, convenience, and practical innovation to make everyday life simpler and more efficient. Focused on durability, convenience, and everyday usability, the Inno Series goes beyond basic communication to deliver solutions that make life easier for users. Each device in the series introduces purposeful innovations that enhance the user experience and redefine what consumers expect. According to an internal survey conducted by itel among feature phone users, water damage emerged as one of the leading reasons (42%) for device replacement. The itel Aqua was developed in response to this consumer insight, offering enhanced protection against accidental water exposure and addressing a key pain point faced by millions of users across India.
Commenting on the launch, Arijeet Talapatra, CEO of itel India said, “Innovation is the engine that keeps technology relevant. Our introduction of a new Inno series is a step towards making itel the most innovative tech brand of India. With its India first design, the itel Aqua is made for the diverse climate conditions of India – be it the humid and rainy climate of coastal areas or dry and dusty climate of deserts. By solving a common problem faced by millions of Indians, the itel Aqua reflects our commitment to creating meaningful innovations that enhance everyday experiences and redefine the feature phone category.”
The latest Cyber Media Research (CMR) report on The Rising Role of Durability, Reliability, and Affordability in India’s Device Market has demonstrated strong all-round performance of itel – securing impressive scores of 0.65 in feature phones and 0.86 in smartphones – highest in the segment. Additionally, 85% of consumers feel they get great value for money, 81% associate itel with strength and durability, 79% appreciate its design, and 74% consider it a trustworthy and reliable brand.
The Aqua is a well-rounded device, built for sustained outdoor use. Equipped with a big 2.4-inch display, Bluetooth connectivity, wireless FM radio with recording, 60 call logs, and 32GB of expandable storage, the Aqua blends a multitude of features with rugged durability. The phone also has a 1200mAh battery capacity. Adding to its practical design is the Type-C charging support, which adds to ease of usage for consumers. The feature-rich device is also equipped with King Voice, a bilingual voice assistance feature that broadcasts short messages, menu prompts, and call information in both English and Hindi. Further, the itel Aqua supports 10 regional languages, making daily usage more intuitive for users across different linguistic backgrounds.