Micromax to Make a Comeback on December 18 With a New Phone Under Rs 12,000
Micromax, once the leader of the Indian smartphone industry, faded in the glimmer of Xiaomi’s cost-effective offerings. The company, which recently announced its intention to “snatch” thepole position from Xiaomi, has started sending out invites for thelaunch of a smartphone later this month.
The upcoming Micromax smartphone is probably aimed at the budget segment and could launch as part of the Infinity series. Micromax co-founder Vikas Jain noted in an interaction withIndian Expressthat the users in the budget segment are now consuming much more data than was imagined earlier, especially since the introduction ofReliance Jio.
So, it is possible that Micromax’s upcoming offering caters to the users looking to experience 4G first time, or upgrading from a 4G feature phone such as theJioPhoneor Micromax Bharat 1. Jain said that the company is confident about launchinga better smartphone than those currently availablein the market.
The executive added thatJio has motivated earlier feature phone users to upgrade to smartphones, by exposing abetter experience of mobile internetthan earlier. He added that the smartphones with 5-inch displays are likely to get major price drops soon, which will prompt more users to adopt smartphones.
Micromax is likely to focus on the sub-Rs 12,000 segments and Jain says there’s a lot to be done in the price bracket. “There is a big chunk of the Redmi range users available for upgrades a now their aspirations are high“, Jain said while acknowledging competition. He also spoke of consumers’ expectations and said thatproviding a single refined product can be more rewarding than offering 20at somewhat similar prices.
Lastly, Jain is confident thatonline channels cannot overtake sales through offline storesand Micromax’s presence offline will continue to benefit it. However, that does not rule out the possibility of selling online.
Notably, Micromax intends tolaunch at least a dozen new smartphonesacross different price ranges by the end of the current fiscal through itself and sub-brand Yu.
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