Not so long ago, the Delhi based mobile handset maker entered the territory dominated by
the likes of Samsung, Nokia and Sony but soon it managed to carve out a market for its own
range of mobile phones. Micromax focuses on today’s generation which is more than ever
aspiring, enthusiastic, fun loving & experimenting. Further, Pratik Seal, Country Head ,
Marketing , Micromax India says ,”The design that reflects the brand ‘s personality-that is
young, innovative, audacious, outgoing, dynamic, fluid and energetic with an international
appeal-will surely be on the top”.
Micromax has already tasted success with its mobile phones becoming a roaring hit and
riding on the profitability waves, the company announces its foray into the home entertainment segment with the launch of new range of LED TVs, Home Theatres, 3D Blu Ray and SMART Stick, the Android dongle which will make TV viewing a smart experience. With this launch, Micromax aims to become the new age screen partner for consumers; be it phones, tablets or televisions. Micromax has set up a 1 lakh sq. ft.of manufacturing facility spread over 5 acres, with a production capacity of 2,000 LED TV units per day at Rudrapur, Uttrakhand. The facility will also double up to manufacture the tablet PC Funbook and mobile
accessories, which in the last 6 months has received tremendous response. The LED TVs
will range from 24" to 55" and will be competitively priced between Rs. 15,990 and Rs.
1,29,990.
It all started in the year 2008 when Micromax (founded in 1991) entered the Indian cell
phone handset market in March,2008 and had a market share of 0.59% . Within six months
the company registered record sales & since then seen a
continuous rise.
Micromax launched its first phone in rural market with a very
unique USP-30days standby battery time. The brand was
launched i.e. X1i from a consumer insight that most of rural
households do not get enough electricity to recharge phones
on daily basis. The success of X1i egged the company
aggressively make further inroads into the market. Indian base
manufacturer, Micromax possibly seems to be one of the most
aggressive move to entice the market sales in the Indian
Smartphone arena from the Global rival prevailing in the market (Samsung, Nokia,
HTC).They launched phones starting from affordable range viz. Rs 1250-12500 including its
successful products Q5, Q7, Bling, Android
Thereafter, Micromax decided to take a step further and launched a data card viz. new
pocket 3G wireless router MMX400R on 4th May, 2011. Then also Micromax decided to go
further to compete with the market and launched Funbook tablet on April 3rd, 2012 powered
by Android 4.0 Ice Cream sandwich and 7’’ capacitive display and mini USB port. After
creating a category od edutainment tablet, Micromax then introduced a 10’’ tablet which
promises more fun and education to all consumers price at Rs. 9999. The new Funbook Pro
boasts of a thin-and-light design, brilliant display, powered by Android 4.0 Ice Cream
Sandwich, easy multitasking, customizable home screens and a full suite of familiar
applications-as well as powerful new ways of communicating and sharing.
And, finally with its foray into the home theatre segment, Micromax is all geared up to make
its presence count by taking on some of the industry leaders. Commenting on the launch,
Rajesh Agrawal , Managing Director and Co-Founder, Micromax “Micromax is increasingly
focusing on the smart devices and has introduced a series of Android powered devices in
the screen range of 5” to 10”. As consumer preferences evolve and they want their devices
and experiences to be smart and personal, we will feel the future of TV will depend on user,
programming, connectivity and personalization.”
Micromax could be a better bet in the upcoming years if it Rs. 8 billion IPO is successful. It
can use the proceeds to ramp up its marketing spend considerably.
the likes of Samsung, Nokia and Sony but soon it managed to carve out a market for its own
range of mobile phones. Micromax focuses on today’s generation which is more than ever
aspiring, enthusiastic, fun loving & experimenting. Further, Pratik Seal, Country Head ,
Marketing , Micromax India says ,”The design that reflects the brand ‘s personality-that is
young, innovative, audacious, outgoing, dynamic, fluid and energetic with an international
appeal-will surely be on the top”.
Micromax has already tasted success with its mobile phones becoming a roaring hit and
riding on the profitability waves, the company announces its foray into the home entertainment segment with the launch of new range of LED TVs, Home Theatres, 3D Blu Ray and SMART Stick, the Android dongle which will make TV viewing a smart experience. With this launch, Micromax aims to become the new age screen partner for consumers; be it phones, tablets or televisions. Micromax has set up a 1 lakh sq. ft.of manufacturing facility spread over 5 acres, with a production capacity of 2,000 LED TV units per day at Rudrapur, Uttrakhand. The facility will also double up to manufacture the tablet PC Funbook and mobile
accessories, which in the last 6 months has received tremendous response. The LED TVs
will range from 24" to 55" and will be competitively priced between Rs. 15,990 and Rs.
1,29,990.
It all started in the year 2008 when Micromax (founded in 1991) entered the Indian cell
phone handset market in March,2008 and had a market share of 0.59% . Within six months
the company registered record sales & since then seen a
continuous rise.
Micromax launched its first phone in rural market with a very
unique USP-30days standby battery time. The brand was
launched i.e. X1i from a consumer insight that most of rural
households do not get enough electricity to recharge phones
on daily basis. The success of X1i egged the company
aggressively make further inroads into the market. Indian base
manufacturer, Micromax possibly seems to be one of the most
aggressive move to entice the market sales in the Indian
Smartphone arena from the Global rival prevailing in the market (Samsung, Nokia,
HTC).They launched phones starting from affordable range viz. Rs 1250-12500 including its
successful products Q5, Q7, Bling, Android
Thereafter, Micromax decided to take a step further and launched a data card viz. new
pocket 3G wireless router MMX400R on 4th May, 2011. Then also Micromax decided to go
further to compete with the market and launched Funbook tablet on April 3rd, 2012 powered
by Android 4.0 Ice Cream sandwich and 7’’ capacitive display and mini USB port. After
creating a category od edutainment tablet, Micromax then introduced a 10’’ tablet which
promises more fun and education to all consumers price at Rs. 9999. The new Funbook Pro
boasts of a thin-and-light design, brilliant display, powered by Android 4.0 Ice Cream
Sandwich, easy multitasking, customizable home screens and a full suite of familiar
applications-as well as powerful new ways of communicating and sharing.
And, finally with its foray into the home theatre segment, Micromax is all geared up to make
its presence count by taking on some of the industry leaders. Commenting on the launch,
Rajesh Agrawal , Managing Director and Co-Founder, Micromax “Micromax is increasingly
focusing on the smart devices and has introduced a series of Android powered devices in
the screen range of 5” to 10”. As consumer preferences evolve and they want their devices
and experiences to be smart and personal, we will feel the future of TV will depend on user,
programming, connectivity and personalization.”
Micromax could be a better bet in the upcoming years if it Rs. 8 billion IPO is successful. It
can use the proceeds to ramp up its marketing spend considerably.