Micromax announces comeback in Indian smartphone market with "In"

Joanna Estrada
October 18, 2020

While global companies are trying their best to minimise imports, Indian brands have seen an opportunity to take back the market dominated by Chinese and American players now. The company is planning to launch a new smartphone series in India soon.

Micromax, on its official Twitter handle announced that the company is making a comeback with its new, locally manufactured "In" smartphones. The logo of "in" is branded blue after the colour of India. More on the story ahead.

Through its "in" brand, Micromax will be bringing Indian users many new smartphones. The Indian smartphone manufacturer has chose to invest Rs 500 crore for building new products from scratch. Micromax is looking to cash in on the ongoing anti-China sentiment in the country, but remember, this is also the same company that has a record of selling rebranded Chinese phones in India, with Rahul Sharma even establishing a sub brand called Yu Televentures later that started its proceedings with rebranded Coolpad phones. With the help of these facilities, Micromax can manufacture up to 2 million units of smartphones every month.

Since the company already has a history in the Indian market, it doesn't need to build its distribution and retail network from scratch. Micromax is now working on strengthening already established networks so that once it starts manufacturing, the products can roll out smoothly. Now it has a retail presence of more than 10,000 outlets and over 1000 service centres across India.

As India moves towards a more self-reliant economy as part of the Atmanirbhar Bharat initiative, global smartphone brands are pushing more towards local manufacturing, in order to keep up with the market demand and avail benefits that the Indian government has announced with schemes like PLI. The weight of a billion hopes. But it would be interesting to see whether Micromax will be able to win back its glorious past, especially with the tough competition in the Indian smartphone market. Micromax became popular in India after introducing several innovations in the smartphone market including phones with better battery life, dual SIM slots, Qwerty keypad, gaming device, women's line of devices, universal remote control phone, MTV phone, dockable Bluetooth device and Edutainment tablet.

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