A handset targeting mainly the youth ensuring great value for money

Shubhodip Pal,
CMO,
Micromax India
The Indian handset market has always been abuzz with multiplicity of mobile phones preference – be it from home-grown companies or international. But the Indian mobile phone major Micromax has always succeeded in striking the right chord of the people at home. Since its very inception, Micromax’s vision has been the “Most Innovative Global Mobile Phone”. Through constant efforts to provide breakthrough innovations in the market, Micromax has positioned itself as a company which challenges the traditional ecosystem which spells that innovation comes at a price. The company adheres to the mission of surprising its consumers with mobile phone innovations that are great “Value for Money”. Micromax has by far been able to position itself as a trusted brand in the industry and its consumers understand the fact that it provides products to make their lives simpler and provide them with customized devices. Micromax has succeeded in continually delivering innovative products by constantly upgrading its technological strata and coming up with novel ideas for the masses.
Unique Quotient
Micromax has always been a consumer-driven company and it believes that the power of its brand is the customers. Today, people of all segments look up to Micromax for a new launch, because consumers believe in the fact that Micromax thinks and acts differently. Going forward, Micromax aims to provide a diversified product portfolio with devices that further make customer’s life simpler.
Competitive Advantage
Micromax believes in bringing alive the most unique experiences to the Indian youth through brand associations and product innovations. All its initiatives so far are a reflection of the brand’s echo of the youth pulse. The company will continue creating similar unconventional platforms for the Indian audiences. Through its emphasis on adapting to the changing market dynamics, introducing feature-rich phones and smartphones that are innovative and unique, Micromax has today become a brand to reckon with.
Feats Fetched
Micromax rightly comprehended and delivered three things which touch the Indian consumer – music, movies and sports. And if a successful association across all the three verticals is ensured, then half of the job is done. Overall, the idea is to be more realistic in terms of where Micromax wants the brand to be and how they want it to be.
Product Suite
* Canvas series which includes smartphones (Canvas 2, Canvas HD, etc)
* Bolt series which includes the smart feature phones
* Funbook which includes the Tablets
Did you know?

* Micromax has 23 domestic offices across the country and international offices in Hong Kong, USA and Dubai.