It has launched over 10 devices and would invest Rs. 100 crore on marketing this year, said a press release.

"Our foray into the telecom vertical is in keeping with our vision to provide consumers with high quality products at unmatched prices," said Satish Verma, chairman, Oscar Group.

"We will look to build a strong presence in the semi-urban and rural market, where the prominence of both subscribers and operators is rapidly increasing, besides the burgeoning urban market," he added.

The handsets are priced between Rs.1,700 and Rs.4,500, which will include multimedia options such as FM Radio, MP3, MP4 player, social networking access and dual SIM GSM connectivity etc.

The phones are available at 1,500 retail shops across East- and North India with the network expected to reach 8,000 retail points by year-end, the release added.