Though Micromax had been marking its hazy presence in the market with a market share falling below 10% for quite some years now, it was nowhere in the competition.
But, with an apparent spirit of rising from the ashes, the company has announced its return into the smartphone industry with a motto to become the talk of the town again.
Rise And Fall Of Micromax
Truth be told, at present, the Indian market constitutes a hub of Chinese companies that dominate many of its major sectors, including the smartphone market.
It is not like that India never saw indigenous phone manufacturing firms developing and prospering on its land. But, eventually, things fell out of their hands, and somehow they were left trailing the Chinese giants from far behind.
Micromax is a brand that once enjoyed an undisputable commanding position in the Indian phone industry. As in August 2014, it was India’s biggest mobile phone brand and the tenth-largest supplier of mobile phones in the world.
But, a major fallout hit the brand once Chinese brands like Xiaomi, Oppo, Gionee, Vivo, etc. thronged the Indian market and started providing handsets with better quality and cheaper prices to the masses.
With the unforeseen arrival and spread of 4G in India through Reliance Jio, tides were no longer easy to sail on for Micromax who mostly sold 2G and 3G portable devices.
Owing to this and some other destructive reasons, in a matter of merely a few years, the brand almost went into oblivion.
Also Read: FlippED: Should You Buy Chinese Smartphones In The Current Scenario?
Micromax Is Set To Return
On 16 October 2020, Micromax co-founder Rahul Sharma put up a video message on social media to explain how they rose and fell, but now, they strive to make a comeback on the call of India for domestic phones.
Hello everyone, yeh hai meri aur micromax ki ek choti si kahaani. We are ready to comeback, India ke liye. Are you IN for India? #MicromaxIsBack #AatmaNirbharBharat #INMobiles https://t.co/8PvVf4rMnv
— Rahul Sharma (@rahulsharma) October 16, 2020
He also condemned the Indio-Chinese clash at Galwan Valley and hinted at being pushed to make an even stronger comeback due to it.
What’s New In The Store?
Micromax is bringing in a new sub-brand named ‘in’ and claims to avail it in India by the end of 2020.
“We will only come out with performance-oriented products. Our new ‘in’ brand is not just aimed at cashing in on the sentiment…We wanted to come back with a complete strategy, backed by feature-rich products…we will invest Rs 500 crore over the next 12-18 months in research and development, marketing and sprucing up manufacturing,” said Micromax co-founder Rahul Sharma.
The company is riding high on the PLI scheme under which the government will give a 4-6% incentive to eligible electronic companies on incremental sales of manufactured goods like mobile phones and electronic components such as printed circuit boards and sensors, among others, for five years.
What Can Be Expected From New Micromax Phones?
The company has not declared the details of the upcoming phones officially, yet some reports have been surfacing online about the specifications that customers are likely to get with the new phones of Micromax.
If speculations are to be believed, the ‘in’ mobiles are expected to be available in the range of ₹7,000-₹10,000 to ₹20,000-₹25,000.
Probably, Micromax aims to release two phones initially, one with Mediatek Helio G35 processor and the other one with MediaTek Helio G85 processors, both of which have targeted the mobile gaming enthusiasts previously.
An article by The Mobile Indian reported,
“The phone that comes with the G35 chipset is expected to come with a 6.5-inch HD+ display and might come in two variants, one with 2GB RAM and 32GB of storage and the other with 3GB RAM and 32GB of storage. The device might feature a battery unit with 5000mAh capacity. One of the biggest reveals is that the device may come with stock Android out of the box without any added bloatware from the company. The 2GB variant of the device is expected to feature a dual-camera setup as well. The 3GB variant, on the other hand, might get a triple-lens setup.”
Micromax is promoting its new venture using the concept of the Atma Nirbhar initiative by Prime Minister Narendra Modi.
Let us leave it to time to unfold the story of the brand’s second league in the smartphone market and wait to see if it stands at par with the buzz it has created even before the launch.
Image Credits: Google Images
Sources: HuffPost, Finnovationz, Livemint
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This post is tagged under: boycott Chinese products, Chinese smartphones, Comeback of Micromax, Galwan Valley clash, india china clash, Indian smartphone companies, Indian smartphones, micromax, Micromax retuns to the market, smartphones in India
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