How a local hero is born: The Micromax story

How a local hero is born: The Micromax story

How a local hero is born: The Micromax story

“Paagal hai kya, itne mein badiya Samsung ka phone aa jayega” It’s hard to keep count of how many times I’ve heard this cringe inducing sentence from the mouths of ill informed delinquents. The ‘Made in India’ tag has long been a victim of it’s own identity and the significantly low standards set by lazy industry stalwarts. It’s not vehemently difficult to argue otherwise, but who would, when you could just spend some extra cash and get a “better” product. One that hasn’t been manufactured or assembled here, one that does not contribute to the nation’s economy and most importantly, one that gives you a higher perceived social high ground to stand on and gloat from your axe deodorant humidified body.

The chinese market has picked up massive amounts of momentum recently, especially in e-commerce and Smartphone Market. They have made a incremental effort to get rid of the much maligned ‘Made in China’ tag.  Why are we lacking? Is there somebody we can unanimously point a finger at and delegate our failures to? Or Is there a comfortability propaganda buried somewhere deep down our ideology which is content with the way how things are right now? If you were one of the people who were standing by the ropes, waiting to cheer for your own local hero, well there isn’t going to be a better time than now.

To keep our national integrity intact, we will restrict ourselves to only the technology sector for this post.

Micromax, India’s answer to China’s Xiaomi, is here to battle for your country, and also some of your money. When Micromax launched its telecommunications operations, the Indian mobile phone market was dominated by Nokia, Samsung, LG, Sony and a few others. But the country was still missing a player who could specifically cater to Indian tastes and demands. So, Micromax launched its first mobile phone whose key selling point was a battery that lasted 30 days. Yes, a battery that lasts more days than any of Abhishek Bachchan’s movies. It was the first in the country to launch a phone that supported two active GSM SIM cards at the same time.

Initially, much of Micromax’s focus was on rural markets. Today, however, the company is making active forays into urban markets. Micromax’s first investment in the Urban market came with the launch of Micromax Bling. Coupled with a celebrity sponsorship, the phone sold more than a million handsets so far in the country, firmly establishing Micromax’s place in the Indian market.

Micromax’s strategy has been very similar to that of its Chinese counterparts. High end phone specifications at very low prices. Micromax Canvas, which is more or less a direct replica of the much popular Samsung Galaxy Note, provides almost  the same level of build quality and internals as the original and at a third of the price.

Micromax is raising the expectation of consumers by incorporating Hugh Jackman in the TVC

Micromax is raising the expectation of consumers by incorporating Hugh Jackman in the TVC

Micromax has acquired 22 percent of the Indian market share and has shipped over 2 million smartphones. Samsung currently leads with 26 percent of the market share in India. It wouldn’t be benign to suggest that Micromax might topple Samsung in the near future. Also who wouldn’t want to buy a phone endorsed by this guy above here.

So what are your thoughts? Would your next phone be a Micromax? Or are you rocking one right now?

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