Old hands brought back to Micromax to take on the competitors

In a bid to compete with new entrants into the mobile phone market, Micromax, the Indian consumer electronics company headquartered in Gurgaon, is bringing back its old hands to fill the senior management positions.

The promoters of India's No. 2 smartphone maker would be taking up day-to-day operations.

Ajay Sharma, a veteran in the industry, has returned to Micromax to head sales in the mobile phone and tablet divisions. This department was earlier headed by Prosenjit Sen as VP (Sales), and Khaja Muzaffarullah, who used to head feature phones.

Sharma was a part of Micromax from 2012 to 2014 and headed the company’s smartphone business.

Similarly, former chief marketing officer Shubhodip Pal is being brought back and will be resuming work from next month.

Shubhojit Sen, the present chief marketing officer will be continuing his work with the company, as Pal might head the marketing at Yu Televentures, which is Micromax’s smartphone-only subsidiary.

As per industry insiders, these changes are being done to beat the pressure coming from Samsung, Intex and a slew of Chinese entrants that offer feature-rich smartphones at prices lower than Micromax. Tough competition has already resulted in Micromax losing its share in the Indian smartphone market and reporting low financial growth in the current year.

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