There is also global pressure, including that from the Trump administration in the US, as a fallout of the trade war between the two countries and the COVID pandemic. The biggest advantage for Micromax would be that it already has a large retail presence in the country. Particularly in the tier II and tier III towns, where Micromax logged a very strong showing during its previous peak performance. At the most, it may just have to reactivate some of those dormant partnerships.
In the video message, Rahul Sharma admits that the company made mistakes earlier. It did take a monumental collapse to see Micromax which saw the company become one of the biggest smartphone manufacturers in India in , grow at a steady pace to grab the largest market share in India by ahead of Samsung and also become the tenth largest smartphone maker in the world. It must be considered a positive that the company understands where it went wrong in the past, knowledge and insights that will help them chart a more robust course for the future.
The weight of a billion hopes. Responsibility is what the company seems to pride the most, which is a solid foundation to build on. It was a combination of factors contributed to the slide. The Chinese smartphone makers, including Xiaomi, OnePlus, Oppo and Vivo arrived with an aggressive marketing plan, phones that offered significantly better specs at the same price and in general a more vocal approach to the consumer sentiment about wanting more bang for the buck.
Mobile phones such as the YU Yureka and YU Yuphoria dominated the market upon their release because there was a rush to purchase them due to their amazing features and low price.
Huawei, the Chinese technology giant, has formed a strategic partnership with Micromax, an Indian electronics company, to expand its retail presence and reach in India. While this collaboration will span both online and offline channels, it will begin in the offline realm, with Huawei aiming to reach out to more cities. According to Gupta, Micromax had 1,25, dealer relationships at one point.
However, Gupta stressed that the partnership is currently limited to go-to-market expertise. He also stated unequivocally that there would be no dilution of the brand with Micromax. Micromax claims to have manufacturing facilities in two locations in India: Bhiwadi and Hyderabad. The company can produce more than 2 million phones per month.
In addition, the brand is working to expand its already established retail and distribution network. It currently has over 10, retail outlets and over service centers across India. Micromax company , which peaked at No. It also intends to create a complete ecosystem of products across categories, a strategy that its larger Chinese competitors are pursuing.
Sharma recalled returning from a business conference in New Orleans, Louisiana, around that time. Sharma was introduced to the concept of fixed wireless terminals by a Finnish executive of the mobile manufacturing company while working as an M2M partner for Nokia under Micromax Software. This was quickly used to power payphones in India that used SIM cards in areas where there was no landline connectivity. Following an overwhelming response, the company signed contracts with telecom operators all over India, quickly increasing their Rs crore annual revenue to Rs crore.
One of the most fascinating stories, however, inspired the software company to shift its focus to manufacturing and selling mobile phones instead. But they persisted, and to test the waters, they produced a batch of 10, mobile phones, each with three-day battery life. Distributors were difficult to come by. The phones flew off the shelves, and all 10, handsets were sold in just 10 days thanks to word-of-mouth marketing.
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