Scheduled to launch in September, the device will introduce what the company describes as a new rugged feature phone category built for daily use across India, including tier 2 and tier 3 towns, cities, villages, and farmlands. Itel is set to expand its feature phone category with the launch of Itel Tough.
The company referenced a study by Cyber Media Research (CMR) on durability, reliability, and affordability, which found itel to be the most trusted feature phone brand for durability, with 91% of consumers rating it highest on that measure. Itel said it operates through more than 1.3 lakh retail outlets and a network of over 1,000 service centers in India. The company also offers a 1-year Counter Replacement guarantee for manufacturing defects across its feature phone portfolio.
The phone also includes a dual-lamp torch designed for low-light or demanding work environments, along with additional features the company said are intended to make everyday utility simpler and more dependable. itel Tough follows Aqua, which the company describes as India’s only IP67-rated feature phone and the first device launched under the Inno Series.
A functional feature of the phone is “Agri Button”, which isa dedicated one-touch call button that connects the user directly with a government helpline for real-time agricultural inputs, which the company claims is a utility feature for farmers. The rugged feature phone is IP54 water and dust-resistant, providing hardware protection for outdoor use, including dust and accidental drops. The company positioned the launch as an extension of its focus on durability, reliability, and affordability.