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Smartphone from India: the company Micromax conquer the market

Published on 13 November 15
Crisis and local knowledge helped the India brand to sell 1.2 million smartphones. The plans is to gain at least 5% of the market.
Smartphone from India: the company Micromax conquer the market - Image 1
Micromax is third mobile brand in the Indian market. It goes to Bangladesh, Sri Lanka and Nepal. India is a home for 1.22 billion people, Micromax is a well-known company. It produces low cost smartphones from 2008, revenue in 2014 is about $ 1.2 billion. In the IV quarter of last year, according to the company Canalys, Micromax at home for the first time surpassed the sales Samsung - 22% versus 20%, which provided the company with 9- ranked among the world's manufacturers of smartphones. Since 2014, the advertising face of the company is an Australian actor Hugh Jackman.

Forty founder Rahul Sharma Micromax in an interview, called new markets - "a window to Europe." Kohli studied Marketing Management at the State University, and then he worked for three years in the Indian office of VTB and two years - in the MTS-India. Returning to Russia, he set to the phone application "Classmates" - found friends with whom studied or worked.

"The key word for any international business - the adaptation, - he says. The company has ambitious goals - 2-3% of the market for the year. The result is more modest: Kohli says the proportion of 1-1.5%. "Arrive at this market in Russia is difficult. There are vendors that are in the world are in the top 5. Micromax is also faced with the realities - the Russians do not know the Indian technique. And Micromax exactly have the desire to invest, develop the market.

Micromax is a typical representative of the B-brands, models that are much cheaper than the other manufacturers. This segment was the most growing in the crisis - the intelligence network "The Messenger" estimated that in the I quarter of 2015. B-brand sales rose by 14%. Competition is fierce. In the same segment are positioning their smartphones known customers Lenovo, Alcatel. "A staggering number of B-brands trying to enter the market over the past two years. Moreover, the huge share of them does not noticeable.

Unlike other brands, Micromax decided to work through one partner. VVP Group is well known for selling phones all over Russia as a distributor of Nokia and Sony. "For us it was a determining factor when taking the decision whether to take bad-known the brand neither in Russia, nor in Europe. However, Micromax promoted VVP Group, we know them: efficient logistics, has an office in our city, almost all issues are resolved online.

You my find more information about Clay's writings by reading his articles about technologies on He writes articles about technologies for magazines in Chicago.
This blog is listed under Gadgets and Mobility Community

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