Jivi Mobile has launched an entry level mobile phone - Jivi 2010 - with one press SOS button aimed at the safety needs of women with a price tag of ₹1,699.

"The SOS phone for women demonstrates our market sensitivity. We believe in delivering feature rich products that are an absolute value for money" said Jitendra Rahi, executive director, Conplex International, which owns Jivi brand.

The phone features a dedicated SOS button that can be used during emergency. Pressing the SOS button for a long time will alert five pre-defined numbers one by one. In case any of the numbers is busy, an SMS is sent to that particular number to alert the user. After this, the phone dials other numbers on the pre-defined list, thereby ensuring much needed help.

"Considering the unsafe environment and the life in the city fraught with unfortunate eventualities, we have introduced a special utility feature - the SOS button - in the new Jivi 2010. There are a lot of women who work till late or in less inhabited areas, children who go out for tuition classes besides senior citizens living alone. We are proud to be of significance to society," said CP Batheja, chief managing director, Magicon Impex.

The new device features 2.4-inch display, supports audio formats like MP3, MP4, AVI or 3GP and features 3.5 mm universal audio jack and FM Radio with recording. The phone supports connectivity features like GPRS, Bluetooth and micro USB port for charging and data transfer and also comes with expandable memory up to 32 GB through microSD card.

The device is available for purchase on various online retailers like Tradus.in and will come in white, red and black colours.