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NEW DELHI: <keyword id="71696" type="COMPANY" weightage="20" keywordseo="Micromax">Micromax</keyword> has overtaken <keyword id="10591" type="CITY" weightage="20" keywordseo="Samsung">Samsung</keyword> to become the largest mobile phone supplier in India in Q2 2014, according to independent market research and consulting firm, <keyword id="6439913" type="ORGANIZATION" weightage="20" keywordseo="CounterPoint-Research">CounterPoint Research</keyword>. 
 
 
As per the report, Micromax's handset shipments share was 16.6% in the quarter while Samsung's share was 14.4%. This is the first time that Samsung has been displaced from the pole position. 
 <keyword id="6354716" type="CITY" weightage="20" keywordseo="Nokia">Nokia</keyword> was at the third position with a 10.9% shipments share, followed by domestic brands Karbonn and Lava which had a 9.5% and 5.6% share, respectively. 
 In terms of smartphone shipments, Samsung still retains the top slot with a 25.3% shipments share in the second quarter. Micromax is closing the gap with 19.1% share, followed by Karbonn, <keyword id="11148" type="CITY" weightage="20" keywordseo="Motorola">Motorola</keyword> and Nokia. 
 
 
 
The smartphone shipments share figures is in line with a recent report by Canalys which also placed Samsung, Micromax and Karbonn as the leading smartphone makers, shipping 8.5 million, 5.8 million and 2.3 million handsets, respectively. 
 
According to the Canalys report, Motorola shipped 955,650 smartphones in the three-month period, while Nokia shipped 633,720 smartphones. 
 
Interestingly, Micromax was also the leading feature phone supplier with a shipments share of 15.2%, as per the CounterPoint Research report. It displaced Nokia for the first time. Nokia's shipments share was 14.7%. 
 
 
 
Globally, Micromax is the tenth largest handset brand in terms of mobile phone shipments, it added.

Micromax Beats Samsung, Becomes India's No. 1 Mobile Vendor: Report

About a month ago, we had told you guys that <keyword id="71696" type="COMPANY" weightage="20" keywordseo="Micromax">Micromax</keyword> is said to be working on a dual boot device. Now that device is real. The company unveiled the Micromax LapTab at he <keyword id="1997485" type="UNKNOWN" weightage="20" keywordseo="CES-2014">CES 2014</keyword>. It is the first dual-boot Windows and <keyword id="6355645" type="COMPANY" weightage="40" keywordseo="android">Android</keyword> tablet powered by Intel. 
 
Micromax LapTab is powered by an <a href="http://www.gizmodo.in/gadgets/Intel-DualOS-Stuffing-Android-and-Windows-Into-the-Same-PC/articleshow/28501050.cms">Intel processor</a> (“Bay Trail-M”). The device supports both Android 4.2.2 <keyword id="155384" type="UNKNOWN" weightage="40" keywordseo="Jelly">Jelly</keyword> Bean OS and Windows 8. 
 
Commenting at the Pepcom event, Mr. Rahul Sharma, Co-Founder, Micromax said, “Today, we are taking the next leap in raising the innovation bar globally, with the introduction of LapTab. Over the past few years, we have been witnessing a growing trend of increasing consumer demand for two operating systems in one device, which offers a blend of great PC like productivity in a tablet like form factor for seamless consumption. The Micromax LapTab fulfills that consumer need by giving them access to the world’s first dual-boot tablet. Combining functionality and style, the LapTab further builds on our promise to constantly empower our users with superior technology that directly addresses their needs.” 
 
He further commented, “As Micromax looks to expand footprints across global markets, we would continue to fulfill our promise of democratizing technology for people around the world by making it more affordable and accessible. We would be unveiling an array of innovative products across international markets in next six months for which Micromax is known for.” 
 
Coming to the specifications of the Micromax LapTab, it sports a 10.1 inch IPS display and has 2GB of RAM and 7400 mAh battery. The tablet packs in a 2MP front camera. 
 
With storage of 32 GB expandable up to 64 GB, the tablet supports Bluetooth v4.0 and Wi-Fi, ensuring full time connectivity. The LapTab comes with a transleeve which can be combined as a cover and stand for the wireless keyboard packed with a 230 mAh battery promising a continuous usage of 20+ hours. Consumers will also have an option to buy a customized keyboard for LapTab when it hits the stands. 
 
LapTab will be available across e-commerce portals and retail stores starting early February, 2014.

Micromax Dual-OS LapTab Showcased at CES 2014

<keyword id="71696" type="COMPANY" weightage="100" keywordseo="Micromax">Micromax</keyword> has come a long way. They knew the exact science behind the mobile business, as the starting partners at Micromax were Mobile distributors for a big international chain before this. <keyword id="13079" type="PERSON" weightage="80" keywordseo="Rahul-Sharma">Rahul Sharma</keyword>, the main face behind the excellent work the Micromax team has done in the recent few years, has been taking the company to the next level. 
 They brought in <keyword id="10591" type="CITY" weightage="80" keywordseo="Samsung">Samsung</keyword>’s Vineet Taneja and Airtel’s <keyword id="3799" type="PERSON" weightage="100" keywordseo="Sanjay-Kapoor">Sanjay Kapoor</keyword> on board to further cement the business. Micromax knew what to do, when to do, how to do and with a bit of luck managed to streamline everything to take on world giants. Here are our 4 big takeaways from the splendid performance of Micromax in India. 
 
Cricket is the pulse of the nation 
What else do Indians love besides their daily cup of tea and ‘masaledaar’ food. No points for guessing, it is cricket. The sport is the pulse of the nation and Micromax heads knew that from the word go. They started spending hard on the sport and became title sponsors in many national and international cricketing tournaments where the Indian cricket team would participate. 
 
This was an instant hit for them and people could recognise the brand. The viewership of the game is sky high and the Indian mobile maker took full advantage of it. The statement Micromax is building products for the masses, was heard loud and clear. 
 
Spend hard, make it big It is all about money baby. We have heard the phrase in so many Hollywood and <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> movies. Micromax uses its money well and they know who the right partner for them is. One can see advertisements from them left, right and centre. Whether it’s the daily newspapers, gadget magazine and website, you are most likely to find a Micromax commercial on them. Cricketing events, large scale hoardings and more, they did it all. Micromax played the money game well. 
 
Price is the key factor 
If a product is not priced well it generally does not sell. Micromax is building its phones in China, but they do some of its R&amp;D in India. They make sure they give the best at the right price. High-end mobile instruments under the 20K bracket was one of the first seen by Micromax. The budget smartphone game was fuelled by Micromax and for a price sensitive market like India, they sure did hit the nail hard on its head. 
 
Tier 2 and Tier 3 are talk of the town 
While most mobile makers thought of metros and big cities. Micromax went further. A major chunk of the Indian population stays in the Tier 2 and Tier 3 towns. They made sure in the last few years to capture that part and bolster themselves in each and every home. Micromax has become a household name in small towns of India. We have seen Micromax phones in remote corners of the country and these towns supply a lot of cash to the company. Makes sense for others to head there as well.

4 Big Takeaways From Micromax In India

Micromax was one of the first home-grown companies to get into the smartphone race. Cut to now, the company is already one of the largest players in the business and also has a sub-brand called as Yu Televentures. But this is not news; the news is that the company is now looking to pump in $400 million in Indian start ups. 
 
While talking to PTI, Micromax co-founder <a href="http://economictimes.indiatimes.com/topic/Rahul-Sharma" target="_blank">Rahul Sharma</a>, said "Going ahead, we will invest in not less than 20 start-ups, where we see synergies. We are looking at building an ecosystem of connected devices and offer customised experience to users”. 
 
The very first company that has benefitted from this move is Bangalore-based start-up HealthifyMe, which is an app in fitness space and also offers a wearable. If the chances of Micromax making a wearable product has been just a rumor till now then things are sure to speed up with this latest development. 
 
Without divulging on the investment details, Micromax has categorically stated its intentions to look beyond mobile and smartphones in the coming years. This development falls in line with promise made by Micromax co-founder, Rahul Sharma who talked up the prospect of funding startups which will enable the brand to differentiate from what it has been doing all these years. 
 
 Democratising has been part of Micromax’s strategy since the start of 2015. While they have been present in the television space for a while now, they recently announced themselves in the PC+ segment with first-ever Micromax branded 2-in-1 Windows device. 
 
By investing its energy and efforts into HealthifyMe, Micromax could be angling at the wearable segment in a discreet way and now that people are getting to know all about a fitness gear, it wouldn’t come as a surprise to have Micromax making wearable debut in the coming months. 
 
Either that, or Micromax will utilize HealtifyMe’s prowess to develop software ecosystem that will be provided on future Canvas devices. Whatever be the case, it will be interesting to see if Micromax vies for some heated action against the likes of Xiaomi Mi Band.

Micromax turns messiah for startups, eyeing 20 companies to
pump $400 million

Guess who is bitten by the <keyword id="18712" type="ENTERTAINMENT" weightage="40" keywordseo="Gold">Gold</keyword> bug lately. It’s none other than the Indian smartphone maker <keyword id="71696" type="COMPANY" weightage="80" keywordseo="Micromax">Micromax</keyword>. The company has a press conference on June 16 and it is expected to showcase Micromax Canvas Gold A300 at the event along with new Windows devices. 
 
The pictures of Micromax Canvas Gold A300 have been leaked by serial Micromax leakster @<a href="https://twitter.com/MMXNewscaster/status/476695901692370944">MMXNewscaster</a>. This smartphone will be available in two color options – white &amp; gold and black &amp; gold. 
 As far as the specifications go, Micromax Canvas Gold A300 will come with a 2GHz octa-core processor, along with 2GB of RAM and 32GB of built-in storage space. The Micromax Canvas Gold A300 will offer <keyword id="6355645" type="COMPANY" weightage="40" keywordseo="android">Android</keyword> 4.4 Kitkat straight out of the box. This smartphone will also have a 16MP rear camera and an 8MP one on the front. 
 We are not sure what will be the make of the processor but we think it might be <keyword id="6369515" type="COMPANY" weightage="40" keywordseo="Mediatek">MediaTek</keyword>. So far, there is no word in regards to the price of Micromax Canvas Gold A300. However, we think the smartphone should be priced in between Rs 23,000 to 25,000. 
 
There are also rumors suggesting that Micromax will be unveiling its first Windows Phone 8.1 smartphone at the event. A report by Times of India claims that the company will be unveiling not one but two smartphones at this event. One of the devices will be priced in between Rs 6,000 and 7,000 and other around Rs 10,000 to 11,000. 
 
Recently, Micromax had launched its Unite 2 smartphone in India. The USP of this smartphone is that it supports 21 languages.

Micromax Canvas Gold A300 Specifications And Images Leak Online

Domestic electronics company <keyword id="71696" type="COMPANY" weightage="20" keywordseo="Micromax">Micromax</keyword> on Wednesday said it has partnered with Taiwan-based fabless semiconductor company MediaTek to start design and development of smartphones in India under the "in mobiles" brand. Micromax earlier said that it would unveil its new "in" range of smartphones on November 3. The collaboration will help Micromax to design and develop smartphone solutions powered by <keyword id="10181666" type="COMPANY" weightage="20" keywordseo="mediatek-helio-g-series">MediaTek Helio G Series</keyword> with <keyword id="10181707" type="COMPANY" weightage="20" keywordseo="mediatek-hyperengine-game">MediaTek HyperEngine game</keyword> technology. Micromax said its R&amp;D centre at Bengaluru will start the design and development of the smartphones. This association aligns the efforts of Micromax to accelerate the complete hardware and software development for smartphones in India. "Micromax's R&amp;D in India will use the latest technologies and the advanced MediaTek Helio G series chips, which deliver premium performance and enhanced customer experiences," Rahul Sharma, Co-founder, Micromax, said in a statement. "Software development has always been the strength of the Indian ecosystem and we will leverage that strength in our software design." The collaboration comes at a time when Micromax is moving towards launching its smartphones built with a focus on gaming and multimedia features. "MediaTek has been focussing on enabling superior gaming capabilities with the entire range of G series chips," said Anku Jain, Managing Director, MediaTek India. "This year itself, we have launched <keyword id="9860823" type="COMPANY" weightage="20" keywordseo="MediaTek-Helio-G95">MediaTek Helio G95</keyword>, G85, G80, G70, <keyword id="10181706" type="COMPANY" weightage="20" keywordseo="g35">G35</keyword>, and G25 chips, with MediaTek HyperEngine Game technology featuring an array of technologies from vivid visuals, rapid sensing touchscreens, premium picture quality, enhanced power efficiency and internet connectivity for a longer gameplay." SEE ALSO: <a href="https://www.businessinsider.in/tech/mobile/news/micromax-to-make-a-comeback-in-the-indian-market-with-in-sub-brand/articleshow/78702687.cms">Micromax to make a comeback in the Indian market with 'IN' sub-brand</a>

Micromax has partnered with MediaTek for its 'In' smartphones

Sanjay Kapoor, the newly appointed Chairman of <keyword id="71696" type="COMPANY" weightage="80" keywordseo="Micromax">Micromax</keyword>, says that the company needs a holistic change to evolve from a handset-maker to one that satiates the growing appetite for data. According to the former Airtel India <keyword id="5645" type="POSITION" weightage="40" keywordseo="CEO">CEO</keyword>, Micromax could expand to wearable devices and machine-to-machine products in its next phase of growth even though it is gearing up to become the country’s top <keyword id="1844156" type="POSITION" weightage="40" keywordseo="smartphone-player">smartphone player</keyword>. 
 The homegrown phone-maker hopes to go deeper into the Indian and the global markets with Kapoor’s induction as the new chairman. Earlier, he had been instrumental in the growth of <keyword id="6354287" type="CITY" weightage="40" keywordseo="Bharti-Airtel">Bharti Airtel</keyword>, a telecom behemoth. 
 
The former Airtel India CEO decided to join Micromax as the company's motto of ‘democratizing technology’ resonates with his thinking and the work he had done in the past, wherein he helped deploy technology at a mass scale to render connectivity to millions of people. 
 
“After Airtel, I wanted to create something out of my experience. It is an obvious fact that data is now the new emerging market. I wanted to focus my energies on creating and building a solid platform which would be able to participate and contribute immensely to this growth area. Micromax is very well positioned to be able to play this role,” said Kapoor. 
 
Kapoor also claimed that data is the most potent platform of connectivity now. However, its proliferation is at a very nascent stage. He also asserted that data growth has to happen over the five pillars of access, storage, analytics, application and content, and finally, devices. According to him, Micromax will be intensely focusing on these five areas. 
 
As the company is at the cusp of looking at new markets, Kapoor said it’s too early to disclose any specific action plan. However, the company wants to go beyond handsets and is keen to focus on other products such as wearable devices and machine-to-machine products. 
 
“At present, we are focusing on Russia, our newest foray. We received a great response and once we are settled there, we will plan which other markets to enter,” he said. 
 
Kapoor also specified that the company believes in democratizing technology and will not operate at a niche level just for a very small customer base. 
 
Micromax has recently launched Unite 2 smartphone in India at a price of Rs 6,999. The USP of this smartphone is that it will support 21 languages including English, Hindi, Marathi, Telugu, etc. 
 The smartphone features a 1.3 GHz quad-core processor, 1 GB of RAM, and 4 GB of internal storage, which can be expanded by up to 32 GB. It is also the first smartphone by the company to offer the latest <keyword id="6355645" type="COMPANY" weightage="40" keywordseo="android">Android</keyword> KitKat 4.4.2 out of the box. The Unite 2 smartphone will be available in 4 colors – grey, white, red, and green.

Micromax Planning To Launch Wearable Devices

<keyword id="71696" type="COMPANY" weightage="60" keywordseo="Micromax">Micromax</keyword> has launched its latest <keyword id="28168" type="TECHNOLOGY" weightage="80" keywordseo="Smartphone">smartphone</keyword>, <keyword id="6391540" type="CITY" weightage="80" keywordseo="Canvas">Canvas</keyword> Nitro 310. The smartphone runs on 1.7 Ghz octa core <keyword id="6369515" type="COMPANY" weightage="100" keywordseo="Mediatek">MediaTek</keyword> chipset along with 2GB of RAM. There is 8GB of internal storage available on the smartphone, which can be expanded by up to 64GB. 
 The Micromax Canvas Nitro A310 runs on <keyword id="6355645" type="COMPANY" weightage="100" keywordseo="android">Android</keyword> 4.4 (KitKat). It is powered by a 2,500mAh battery. On the camera front, it has a 13MP Sony camera with f/2.2 aperture and 5MP fixed focus front camera. 
 
The connectivity options on the Micromax Canvas A310 include, 3G, 2G, Wi-Fi, GPS and Bluetooth.The Micromax Canvas Nitro A310 comes with Oleophobic coating, and has a fingerprint layer. The smartphone is available in two color variants – white and blue. 
 
Priced at Rs 12,990, the Micromax Canvas Nitro A310 will be available through Snapdeal. With this smartphone Micromax Canvas Nitro will be competing head on with the Moto G (2nd Gen), Asus ZenFone 5 and Xiaomi Mi3. 
 
On paper, it looks like an interesting value for money offering from Micromax but wait for our full review to know whether you should be buying it or not.

Micromax Canvas Nitro A310 with Octa-Core Processor Launched for Rs. 12,990

Cyanogen made its much anticipated debut in India with Micromax in 2014 and prior to that we saw them featuring with OnePlus as well. And from there on the company has been rumbled in royal mess between both the aforementioned brands. 
 
Micromax made the business move by signing exclusive rights for CyanogenMod (CM) in India that primarily <a href="http://www.in.techradar.com/news/software/operating-systems/OnePlus-to-create-its-own-build-for-India-after-Cyanogenjoins-Micromax/articleshow/45311131.cms">enforced OnePlus to work on the software front</a>. After lot of confusion, <a href="http://www.in.techradar.com/news/software/operating-systems/Cyanogen-finally-decides-to-cut-support-for-OnePlus-One-inIndia/articleshow/45430323.cms">Cyanogen went public with the statement that announced the exclusivity of CM to Yu devices</a> in India. 
 Ever since the Micromax-Cyanogen deal was announced, everyone including us saw the arrangement a monetary move for Cyanogen which hugely benefitted Micromax. But now <keyword id="2436577" type="PERSON" weightage="40" keywordseo="Steve-Kondik">Steve Kondik</keyword>, co-founder, Cyanogen has spoken about the saga, thereby giving Cyanogen’s side to the story. According to him, Cyanogen licensed the CM builds to OnePlus and Micromax free of cost. 
 
Now this statement adds another twist to the ongoing controversy, wherein most of us thought that Cyanogen ends up raking in more moolah out of its partnership with Micromax. So, now we surely deny those allegations after hearing it from horse’s mouth itself. 
 
In addition to the Micromax deal, Kondik has also mentioned their continued affiliation with OnePlus and that <a href="http://www.in.techradar.com/news/phone-and-communications/mobile-phones/A-stable-Lollipop-build-for-the-OnePlus-One-arrives-next-month/articleshow/45913664.cms">CM custom build on Android 5.0 Lollipop will be rolled out for global</a> devices next month. 
 
The fact that Cyanogen is making no money from either Micromax or OnePlus makes for an interesting read and their venture-funded nature still acts up as a means to survive in today’s competitive mobile ecosystem. 
 
The story folded up making Cyanogen the villain and with Kondik’s public confession, things seem to have been made more generous on their part and also cutting them slack for all the confusion. 
 
Image: talkandroid.com 
 
<a href="http://www.androidcentral.com/steve-kondik-india-micromax-and-oneplus">Source</a>

Cyanogen
Claims To Have Given Free License to Both Micromax and OnePlus

<keyword id="71696" type="COMPANY" weightage="20" keywordseo="Micromax">Micromax</keyword> is expanding its operations and is going to target Africa, Middel East and CIS next fiscal. The Indian phone maker is expecting that this global expansion would contribute at least half of company’s total revenue within four years. 
 
Micromax is mulling to replicate the model adopted in Russia, Nepal, Bangladesh and Sri Lanka. 
 
The company's operations from these four countries is likely to make up Rs 1,000 crore in revenue by March 2016. 
 
"We will be entering into markets like Armenia, Kazakhstan and Georgia in the CIS region, we're exploring Saudi Arabia and Iran in the Middle East and cluster of countries in Africa which can allow us to quickly expand," Amit Mathur, senior vice president, international business at Micromax, told ET. 
 
Micromax wants to grow by 50-80% in revenue in 2016-17 through international operations. 
 
As per reports, Micromax sells about 1 million phones a month overseas and in Q3, the company sold about half a million 3G and 4G phones to Megaphone. 
 
Micromax also claimed it was number one in Nepal and was among the top three in Bangladesh and Sri Lanka. 
 
(Image: Indiatimes)

Micromax is now eyeing Africa, Middle East, CIS as part of global expansion

Showing confidence in Pune and <a href="http://www.businessinsider.in/searchresult.cms?query=Silicon+Valley+">Silicon Valley</a> based startup Scandid, <a href="http://www.businessinsider.in/searchresult.cms?query=Micromax">Micromax</a> has made a strategic investment in this app which helps customers compare prices and get information about discounts offered by <a href="http://www.businessinsider.in/searchresult.cms?query=Flipkart%2C+Snapdeal%2C+Amazon+">Flipkart, Snapdeal, Amazon</a> and hundreds of other e-Commerce stores. 
 
Scandid is a mobile first price comparison and savings discovery platform that let you know about discounts across top <a href="http://www.businessinsider.in/searchresult.cms?query=e-Commerce+">e-Commerce</a> as well as local retailers, helping users make informed choices. 
 The <keyword id="6357455" type="EVENT" weightage="60" keywordseo="Funding">funding</keyword> from <keyword id="71696" type="COMPANY" weightage="100" keywordseo="Micromax">Micromax</keyword> comes as part of its ongoing <keyword id="6362476" type="ORGANIZATION" weightage="60" keywordseo="investments">investments</keyword> of up to $20 million dollars in over 20 startups from the starting of this year. 
 
Nearing half a dozen strategic investments, Micromax is strengthening its application services and innovative product offerings, as it looks to develop additional capabilities to fight competition. 
 Commenting about the development, Micromax co-founder, <keyword id="13079" type="PERSON" weightage="60" keywordseo="Rahul-Sharma">Rahul Sharma</keyword> said: "Today users do not want to switch between different apps for shopping, be it online or offline. We have a roadmap to provide integrated services and leverage the mobile as a platform to converge these services. We believe that Scandid has an edge with its offering in the mobile shopping scenario and we will be able to bring value to our customers." 
 
This app makes a comparison about prices across 10 million products from 200 online merchants. Scandid also provides information from local neighbourhood retailers. 
 
Sushil Choudhari, founder of Scandid said: "Scandid's presence on all Micromax smartphones will provide a <a href="http://www.businessinsider.in/searchresult.cms?query=e-Commerce+">rich shopping experience</a> to Micromax users out of the box. As m-commerce grows and mobile becomes the key platform to not just shop but also compare to get best deals.” 
 
Micromax's investment will help reach the last mile customer and strengthen the firms’ position as <a href="http://www.businessinsider.in/searchresult.cms?query=e-Commerce+">the leading mobile shopping destination</a>. 
 
So far Micromax has invested in ixigo, a mobile travel search and marketplace, consumer cloud provider MiMedia and fitness solutions provider Healthifyme among others. 
 
(Image: Indiatimes)

Micromax now helps you compare discounts offered by e-Commerce firms via Scandid, a price comparison startup

<keyword id="71696" type="COMPANY" weightage="100" keywordseo="Micromax">Micromax</keyword>, the truly Make In India phonemaker was at the pinnacle of success just two years back when it was the second largest smartphone maker in India with 16.22% market share. With a wide variety of phones, it was gradually shedding off ‘cheap phone’ tag it had achieved over years. However just two springs later, in the first quarter of 2017, Micromax’s position has been captured by Chinese smartphone makers. In terms of market share, Micromax sits at the 5th position. <keyword id="10591" type="CITY" weightage="20" keywordseo="Samsung">Samsung</keyword>, <keyword id="215177" type="COMPANY" weightage="20" keywordseo="Vivo">Vivo</keyword>, <keyword id="874458" type="COMPANY" weightage="20" keywordseo="Xiaomi">Xiaomi</keyword> and Itel occupy the first four positions in the market. In his conversation with The Economic Times, Micromax co-founder <keyword id="13079" type="PERSON" weightage="20" keywordseo="Rahul-Sharma">Rahul Sharma</keyword> believes, it’s not the Chinese invaders in smartphone market that ate away the business of them, rather the ‘too fast’ shift from 3G to 4G is to be blamed. "We were caught in our own web of 2G and 3G while the rivals were completely on 4G,” Sharma told ET. Micromax 3.0 "What you will see over the next few months will be Micromax 3.0,” he told the ET. He added that demonetisation dealt a crippling blow to the plans of the company to make a grand comeback during last <keyword id="188" type="ENTERTAINMENT" weightage="20" keywordseo="Diwali">Diwali</keyword> season. An overemphasis on the sub-Rs 10,000 price band turned out to be Micromax's Achilles Heel as it was a predominantly cash market. "It was our sweet spot as retailers used to sell more on cash,” he said adding that the company started switching to a 4G portfolio from last November and it took it six months to make the transition. While the comeback wouldn’t be that easy, Shubhodip Pal, chief marketing and commercial officer of Micromax has plans to reach out to consumers with location-specific strategies as one size- fits-all does not apply to Indian market anymore. "We have mapped the market at a very granular level, right from a city to town to a district,” Pal told ET. "There's always a lull before the storm,” Sharma told the ET. Micromax is now focusing more on the mid-premium segment (Rs 10,000 to Rs 15,000), loading handsets with more features, rolling out more affordable 4G smartphones, beefing up the distribution network and streamlining customer service.

Micromax has been surpassed by Chinese phonemakers in India. There is only one way to make a comeback

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. 
 
Image source

Old hands brought back to Micromax to take on the competitors

In a move to outdistance <keyword id="71696" type="COMPANY" weightage="80" keywordseo="Micromax">Micromax</keyword> in the next few months, India's No. 3 smartphone vendor Intex Technologies imported more smartphones than second-ranked Micromax Informatics did in April. 
 According to data from <keyword id="226414" type="POSITION" weightage="60" keywordseo="market-researcher">market researcher</keyword> Cybex Exim Solutions, Intex imported 897,000 units of smartphones while Micromax imported 876,000 units, including 100,000 units for its subsidiary <keyword id="288420" type="PERSON" weightage="80" keywordseo="Yu">Yu</keyword> in the month of April, as per an Economic Times report. 
	 

	A Micromax spokesperson said: "We can confirm that a significant part of our portfolio is locally produced. We have built capacity over the last couple of years in manufacturing facility where we can produce over two million devices every month." In the rapidly expanding Indian smartphone market, <keyword id="10591" type="CITY" weightage="80" keywordseo="Samsung">Samsung</keyword> and Micromax have been placed at the first and second ranks respectively for several quarters. Intex was not even in the top five players earlier, but it surged up the ranks to become the No. 3 player in the quarter to December 2014. 
	 

	This happened as more people in the sub- 5,000 category moved to smartphones, a segment that Intex dominates. "The <keyword id="34527" type="UNKNOWN" weightage="60" keywordseo="market-share">market share</keyword> gap between Intex and players like Micromax and Samsung is narrowing. We expect 1 million smartphone imports in the month of May, up from almost 0.9 million in April," said <keyword id="366460" type="PERSON" weightage="80" keywordseo="Keshav-Bansal">Keshav Bansal</keyword>, marketing director at Intex. 
	 
	(Image: Indiatimes)

Intex might overtake Micromax in smartphone imports

Domestic electronics brand <keyword id="71696" type="COMPANY" weightage="20" keywordseo="Micromax">Micromax</keyword> on Friday unveiled a new smartphone sub brand 'in' and will soon introduce a new range of products under the new sub-brand. To begin the re-entry into the smartphone segment, Micromax plans to invest Rs 500 crore and will build products from ground-up for the new-age consumers in the country, the company said in a statement. The Ministry of Electronics and IT last week approved several non-Chinese companies including Bhagwati (Micromax) for manufacturing of mobile phones in the country under the government's Production-Linked Incentive (PLI) scheme. "We are delighted to make a comeback in the India market with our sub brand 'in'. When you have the word India or 'in' on you, it gives you a sense of responsibility," said Rahul Sharma, Co-founder, Micromax. With the 'in' brand, "we will provide a bona fide choice that will allow consumers to edge ahead with high performance oriented products, without infringing on their privacy," he added. Micromax has manufacturing facilities at two locations -- Bhiwadi and Hyderabad. The brand has a capacity of producing over 20 lakh phones per month. The brand is also working on strengthening its already established retail and distribution network. Currently, the company has a retail presence in the form of more than 10,000 outlets and over 1,000 service centres. SEE ALSO: <a href="https://www.businessinsider.in/tech/gadgets/news/xiaomi-lg-and-micromax-backed-lobby-seeks-extension-of-zero-import-duty-on-open-cell-tv-panels/articleshow/78110274.cms">Xiaomi, LG and Micromax-backed lobby seeks extension of zero import duty on open cell TV panels</a>

You Searched For "Micromax" and got 15 results

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