Why isn’t Micromax Mobile India’s No. 1 smartphone brand?

These are the points why Micromax Mobile could and couldn’t become the No. 1 smartphone brand in India

Micromax Mobile has become a significant part of the smartphone industry in India. Whether you love it or hate it, Micromax mobiles have become popular in India over a course of years. In its less than a decade presence in the mobile industry, the brand has achieved a placed that no other Indian smartphone manufacturer has gone to.

But with rising of brands like Xiaomi, Vivo, and OPPO, Micromax has lost its India’s second largest mobile manufacturer title to Xiaomi. We recall a time when Micromax was close to beating Samsung India in the budget smartphone market share. Unfortunately, times have completely changed for Micromax, which saw a massive loss of market share in Q4 2015.

We believe that Micromax mobile is a brand that caters to consumers who do not wish to spend a lot for latest features. And they are trying to empower them one device at a time. But what are they doing right and what do they need to do right? We have listed out those points below. Give them a read.

What are they doing to become a No. 1 smartphone brand in India in 2018?


> Micromax Bharat 2 – 2 Million Handsets Sold


Micromax Mobile


When Reliance Jio went live with its 4G VoLTE network last year, it created a category for smartphone brands to explore. Micromax mobile took its time here, but the brand revealed an affordable 4G LTE enabled device earlier this year in April. Which they now claim is one of the fastest selling 4G handsets in the country. Micromax Bharat 2 price in India starts at Rs 3,499 and it is their cheapest 4G LTE offering. It’s not just available online, but in an offline market as it brings high-speed internet to rural India.

Currently, there are more than 400 million feature phone users in India who are waiting to move to smartphones without going over their existing budget for a mobile. There is a huge appetite for a budget VoLTE smartphone amongst Indian telecom subscriber base. Micromax Mobile with its Bharat series of handsets including Bharat 3 and Bharat 4, Micromax upcoming mobile phones, is sitting on top of a smartphone adoption in the country.

If you have been looking for a Micromax mobile under 5000, then, this Micromax Bharat 2 is probably the best handset you could buy in such price range.


> Staying on top of latest trends – Micromax Infinity


Micromax Mobile


One of the best things to do to stay alive in the market is to produce according to the market demands. That is what means staying on top of the latest trends. Micromax’s new mobile, Canvas Infinity is a device that brings near Bezel-less design in consumer’s hand. This year belongs to the Bezel-less phones and where there is demand, there should be a supply.


What are the Micromax Canvas Infinity specification & price?

Micromax Canvas Infinity sports an 18:9 ratio Full Vision 5.7-inches HD (1440 X 720) resolution display, which claims to revolutionize a viewing experience on a budget friendly phone. This Micromax mobile price in India at Rs 9999, which makes it a truly affordable Full Vision display enabled phone. It runs on latest Android Nougat based custom interface and powered by a Qualcomm Snapdragon 425 Quad-core processor. Accompanying the chipset is a 3GB RAM and a 32GB internal storage, which can be expanded up to 128GB via microSD card slot. Optics department sports a 16MP front camera and a 13MP rear camera, which comes with auto scene detection, bokeh effects, super pixel, and panorama mode. All this is powered by a 2900 mAh capacity battery.


> Smartphone is the new DSLR – Micromax Evok Dual Note & Dual 5


Micromax Mobile


Empowering the camera enthusiasts on a tight budget, Micromax introduced Evok Dual Note recently at a price tag of Rs 9999. This Micromax mobile features a dual rear camera setup, 13 MP + 5MP. These two lens works together to offer detailed shots and bokeh effects on portrait modes. One could easily fulfill their photography interests using this Micromax mobile. If you are looking for a premium photography experience on a Micromax mobile, then, there is one more dual camera enabled handset that you could take a look at. It’s Micromax Dual 5 sporting a 13MP + 13MP optics setup on a rear. This camera specification empowers you to take clearer shots during low light conditions. Break free from noise and focus on what’s important!


> Who doesn’t like long lasting battery phones? – Micromax Evok Power


Micromax Mobile


India is a country where power cuts are frequent, whether you are staying in an urban or rural area. Which is why owning a smartphone with a long lasting battery is a requirement for every smartphone consumer in India. And if you are looking for such phone on a tight budget, then, you have got the perfect companion in a Micromax Evok Power. This is a new Micromax mobile introduced with a long lasting 4000 mAh capacity battery. And that is how Micromax addresses the most significant issue among smartphone consumers.


> Out of the box thinking! – Shatter proof (Micromax Canvas 2)


Micromax Mobile


Micromax mobile knows where they stand in the market, they are at a place where they can follow the trends as well as lead them. Which is why they reintroduced their popular Canvas Series of handsets with a shatterproof display. When you hear a shatterproof screen, the first thing that comes to mind is that a device would be quite costly. But Micromax Canvas 2 would change your perception as it comes priced at just Rs 7,999. Sporting a Corning Gorilla Glass 5 protection on its 5-inches HD display, Micromax mobile provides not only the best screen protection there is in a market, but a 1-year screen replacement warranty. Isn’t that is not an out of the box thinking then what is!


> 100 Days replacement warranty

Started on their feature phones, Micromax mobile now offers 100 days replacement warranty on their select smartphones like Selfie 2, and Canvas 1. Under 1 year warranty period, smartphone brands don’t usually offer replacement even if the hardware failure is because of manufacturing defects. Hiding behind the “terms and conditions apply” clause, brands don’t offer replacement warranty. But Micromax mobile is going overboard here and offering a 100 days replacement warranty. This will instill a trust of quality products in a smartphone consumer purchasing a Micromax mobile phone. Currently, it’s limited to select handsets, but brand should expand this assurance to other handsets as well, which will definitely help them gain sales number.


What should they do to become a No. 1 smartphone brand in India?

> Stop Rebranding Phones

Micromax mobile has a history of re-branding Chinese mobile phones as their own branded handsets. This is not a good practice if you ask industry experts. Sometimes, Micromax mobile has been shamed on social media for their copying acts. Of course, Micromax would have partnered up with the vendor/manufacturer who owns the right of that particular handsets design. But with Micromax owning several manufacturing plants in their homeland, they shouldn’t outsource their product. This might sound like a moral policing, but it is just a suggestion for the brand. After all, Micromax is also involved in Made in India initiative.


> Target a price range between 10000 and 15000

There are lots of Micromax mobile phones in the sub-Rs 10000 price range, but not many when it comes to between 10K and 15K. The mentioned price range is one of the most popular segments in the urban cities. Micromax mobile is targeting rural places with its sub 10K handsets like newly introduced Evok series and Canvas models. They could gain a huge market share if there are at least two handsets introduced in that Micromax mobile price list.


> Expand Series which are getting interested in the market

Introducing more handsets in the existing series is a plan Micromax mobile should execute. Going forward, Micromax mobile must keep in mind that smartphone consumers are looking for a great experience on their handset. That can only be provided if a company is offering a good hardware configuration on their handsets. Brand should introduce new handsets in the existing series as they are already known among smartphone consumers.

Are you a Micromax Mobile consumer? Do you believe Micromax Mobile has a potential to be India’s No. 1 preferred smartphone brand? Let us know your thoughts on this topic in the comments section below.

Do you have anything interesting to add to this Micromax mobile story? Please feel-free to give share that as well in the comments section below.

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