Eyeing the vast potential of rustic market, handset maker Zen Mobile rolled out a dual sim cell phone 'M25' providing 72 days battery backup at just Rs 3,400.

Mr. Deepesh Gupta, company's MD stated, ''72 day battery back-up is one of the most unique features of M25. This phone would be extremely useful for people living in rural areas where long power failures are a common feature."

Together with its extended battery backup, M25 also features the 1.3 megapixel camera, 2.4 inch TFT screen, Bluetooth plus FM recorder.

The company has an expandable memory up to 4 GB.

Other superb features of the cell phone comprise a 3.5 mm jack, talk time for a period of around 16 hours, an extensive storage capacity where over 500 contacts can be stored, and usage of both English and Hindi language.

Zen Mobile recently signed iconic star Amitabh Bachchan as its brand ambassador.

Founded in November 2008, the company has a pan-India presence of 200 distributors. (With Inputs from Agencies)