MICROMAX BANKS ON INDIA TO TAKE ON CHINESE BRANDS.
                     MICROMAX BANKS ON INDIA TO TAKE ON CHINESE BRANDS
INTRODUCTI
ON
• Micromax made a surprising announcement that 
they were making a comeback to the Indian 
smartphone market. 
• The comeback rides on the hopes that Indians will 
prefer Micromax over the Chinese phones which 
now flood the market. 
Source: yourtechstory.com
COMPANY 
PROFILE
• Micromax is an Indian smartphone manufacturer 
and consumer electronics company headquartered 
in Gurugram, Haryana, India. 
• It was established as an IT software company 
operating in the embedded devices domain. 
• It later entered the mobile handset business.
Source: Wikipedia
Micromax Pitch 
for a New Future
• Micromax co-founder Rahul Sharma talked about his 
humble origins in Micromax’s advertisement for 
their new devices. 
• During the ad, he spoke about how his father was 
an ordinary government school teacher. 
• Since Micromax has always been an economical 
choice for Indians, the advertisement emphasizes 
the right emotions
Source: yourtechstory.com
Micromax Pitch 
for a New Future
• Industry experts seem to think that the Anti-China 
sentiment can only do so much for the company. 
• While the idea might work temporarily, consumers 
still look for value when buying products. 
Source: yourtechstory.com
COMPETITION
• To succeed, Micromax will have to match its 
competitors in terms of specifications and price. 
• The Research Director at the International Data 
Corporation, Navkendar Singh, believes that unless 
they go head-to-head with the Chinese on quality, 
the brand will not be able to make an impact.
Source: gadgetsnow.com
MARKET SURVEY
• A survey was done by the IDC in July, showed that 
though seven out of ten consumers asked for a non-
Chinese phone, only two or three bought one. 
• The most significant reason for this being that there 
aren’t many non-Chinese options in the market. 
• Apple is not affordable to most Indians, leaving 
Samsung the most prominent choice for consumers.
Source: idc.com
HOW TO MAKE A 
DIFFERENCE?
• Since the sentiment is an emotional reaction, 
Rushabh Doshi who heads research at Canalys 
Research believes Micromax might make an impact. 
• In the past, the company relied heavily on Chinese 
supply chains which also made procurement 
complicated. 
Source: ettelecom.com
MICROMAX’S 
OPTIONS 
• The top five brands, which now include Realme, are 
pushing out smaller ones, such as Motorola, LG, and 
Nokia. 
• Experts think that sticking to the budget INR 7000-
8000 range might help the company. 
• Since most of these brands exist within the highly 
competitive INR 10,000-20,000 range, avoiding this 
might help Micromax regain some market share. 
Source: yourtechstory.com
Micromax IN 
Note
• The Micromax IN Note 1 has a base price of 10,999 
and will house 4GB RAM and 64GB storage. 
• Meanwhile, the model that has 4GB RAM and 128GB 
storage will cost users INR 12,999. 
• The phone will go on sale on November 24th 
through both Flipkart and Micromax’s official 
website. 
Source: indianexpress.com
Micromax IN 1b
• Like the more expensive model, this too features a 
5000 mAh battery and will run Stock Android. 
• This option will start at a base price of INR 6,999 
and will have 2GB RAM and storage worth 32GB. 
• The model that runs on 4GB RAM and offers 64GB 
storage will go for sale at INR 7,999. 
• It features an HD+ display on a screen that is 6.5-
inches in size and comes with a mini drop design. 
Source: yourtechstory.com