Exclusive Retail Data Reveals Shifting Bar Phone Trends — Cricket Sponsorship Seen as a Major
Growth Driver
By Flare News Desk | Lahore / Multan Division — January 21, 2026
Pakistan’s feature phone market—commonly referred to as “bar phones” or keypad mobile phones—continues
to remain a crucial segment for low-income consumers, rural users, and those seeking durable secondary
devices. However, exclusive sales data obtained from a major retailer in Punjab’s Multan Division reveals a
sharp decline in overall feature phone sales, even as VGOtel continues to dominate the market.
According to the dataset, feature phone sales fell from 16,257 units in December 2025 to 13,072 units by
January 21, 2026, reflecting an overall decline of nearly 20% in a short period. This drop signals a possible
change in consumer preferences, supply cycles, or the increasing shift toward low-end smartphones.
Sales Breakdown: December 2025 vs January 21, 2026
Brand Dec 2025 Units 21 Jan 2026 Units Trend
VGOtel 11,330 8,791 Down
Q Mobile 1,906 1,816 Stable / Slight Down
X Mobile 2,040 1,218 Sharp Down
Itel 653 683 Up
Nokia 328 564 Up (Strong)
TOTAL 16,257 13,072 Down (~20%)
The Biggest Story: VGOtel’s Unchallenged Dominance
Even after declining from 11,330 units in December to 8,791 units in January, VGOtel still maintains roughly
two-thirds market share in this dataset—making it the undisputed feature phone leader in this region.
Retailers attribute the dominance to aggressive pricing, consistent availability, and improved product build
quality.
Cricket Sponsorship: The “PSL Effect” Behind VGOtel’s Brand Surge
Flare Magazine’s investigation indicates that VGOtel’s growth is closely linked to its aggressive advertising
strategy—particularly its multi■year presence as a prominent sponsor across Pakistan Super League (PSL)
and other high■viewership cricket events. Marketing experts say such exposure delivers unmatched
nationwide brand recall, especially among youth and mass■market feature phone buyers.
A retailer in Multan Division noted: “When a brand keeps appearing in PSL and Pakistan cricket
matches, customers begin believing it’s a strong company. People ask for that brand by name.”
Youth Attraction + Improved Quality Strengthen Sales
Retail feedback suggests VGOtel has also improved handset finishing, battery performance, speaker quality,
and model variety at competitive prices. The combination of PSL visibility, perceived reliability, and
affordability appears to be converting marketing mileage into measurable retail sales.
A Sudden Fall: What Happened to X Mobile?
The dataset highlights the sharp decline of X Mobile, which dropped from 2,040 units to 1,218 units (over
40% down). Industry observers suggest potential inventory disruptions, reduced retailer incentives, and
intensified competition.
Q Mobile Holds Strong in a Changing Market
Q Mobile remained relatively stable, moving from 1,906 units to 1,816 units. The stability indicates a
continued loyal consumer base in Punjab’s feature phone market, securing the brand’s #2 position in this
dataset.
Nokia’s Comeback: Trust Still Matters
Nokia posted the most notable growth, increasing from 328 units to 564 units (about +72%). Retailers link
this comeback to brand trust, durability perception, and preference among older age groups and business
users.
Conclusion: The feature phone market in Multan Division appears to be entering a transition phase, with
overall sales down nearly 20%. Yet VGOtel remains dominant—supported by mass-market affordability,
improved quality, and powerful cricket sponsorship marketing. As Pakistan enters 2026 with continued cricket
fixtures and high-viewership events, the “PSL effect” may keep translating into retail momentum
