In 2014, Micromax created history when it beat South Korean consumer electronics giant Samsung in total smartphone shipments in the domestic market.
Micromax was one of the most popular smartphone brands in Indian. Not only that, it was the number one Indian smartphone brand here and the world’s 10th largest too. But, after the entry of Chinese brands, the impact comes down to nearly zero. Currently, we, Indians just aware of the name, not with any of its products.
After the Indi-China border dispute, the company gets a massive shake from its former fans and the Indian Government. It seems Micromax is preparing to bounce back in the Indian smartphone market again and has even got a green signal from the Indian government on the “Atmanirbhar Bharat” program and the PLI scheme for smartphone manufacturing in India.
NEW DELHI: Home-bred handset maker Micromax has launched new sub brand - ‘in’, as part of its smartphone comeback strategy in India.
To begin the strategic re-entry into the smartphone segment, Micromax plans to invest Rs 500 crore towards research and development, and manufacturing in India, ET previously reported.
The company will be introducing a new range of smartphones under the ‘in’ brand.
Micromax said that it has manufacturing facilities across 2 locations in India 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 over 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," Rahul Sharma, Co-founder, Micromax said in a statement.