"The investment for 15 service centres was Rs.1.5 crore and we will be investing Rs.15 crore total for 100 service centres," Ajjay R Agarwal, chairman and managing director, Maxx Moblink said.

The 15 exclusive smartcare centres will be launched in New Delhi, Pune, Ahmedabad, Raipur, Nagpur, Jaipur, Chennai, Hyderabad, Vijaywada, Bengaluru, Indore, Nagpur, Kolkata, Guwahati, Bhubaneshwar and Mumbai.

"We at Maxx realize that customer service is not a back-end but a front-end tool and strategy for gaining consumer confidence and brand growth. We also believe that it is most important and pivotal to ensure that the consumer is provided with good service which is unmatched in the industry. Through our Maxx smartcare centres, we aim to connect directly with our customers to ensure satisfaction," he said.

The expected sales volume of Maxx in 2014-15 is 4.5 million units out of which 90 percent are feature phones and 10 percent are smartphones.