Micromax is gearing up to make a comeback in the Indian smartphone and electronics market with a new sub brand called ‘in’. The company is expected to launch smartphones, accessories and other gadgets under the new ‘in’ brand. To begin the strategic re-entry into the smartphone segment, Micromax plans to invest Rs 500 crore.
Micromax has state-of-the-art manufacturing facilities across locations including Bhiwadi and Hyderabad. The brand has a capacity of producing over 2 million phones per month. Furthermore, the brand is working on strengthening its already established retail and distribution network. Currently it has a retail presence of more than 10,000 outlets and over 1000 service centres across India.
“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. The weight of a billion hopes. But bigger than anything is the pride it gives. Our endeavour is to bring India on the global smartphone map again with ‘in’ mobiles,” said Rahul Sharma, co-founder, Micromax.
“India is one the top five mobile gaming markets in the world, and 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 became popular in India after introducing several innovations in the smartphone market including phones with better battery life, dual SIM slots, Qwerty keypad, gaming device, women’s line of devices, universal remote control phone, MTV phone, dockable Bluetooth device and Edutainment tablet.
The company in the past had a business with turnover exceeding Rs 10,000 crore. But it would be interesting to see whether Micromax will be able to win back its glorious past, especially with the tough competition in the Indian smartphone market.