Micromax

However, the scene changed fast with the entry of Micromax in March 2008. The new kid shook up the market. In India, about 100-120 million handsets are sold annually, 80 million handsets are imported and the size of the handset business is valued at Rs 27,000 crore. In two years, Micromax increased its market share from 0.59 per cent in 2008 to about 5 per cent (IDC report) in 2010

Exciting Brands 2010

Micromax - Creating History

By Anushree Bhattacharyya, Devina Joshi and Ashwini Gangal, afaqs!, New Delhi and Mumbai, February 07, 2011

Section: News Category: Advertising

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From being the business of distributing hardware solutions to manufacturing mobile handsets, Micromax has come a long way ever since its inception in just two years.

From being the business of distributing hardware solutions to manufacturing mobile handsets, Micromax has come a long way ever since its inception in just two years. There was a time, when buying a mobile handset meant entering a store and purchasing a Nokia handset, for a large portion of the consumer base.

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However, the scene changed fast with the entry of Micromax in March 2008. The new kid shook up the market. In India, about 100-120 million handsets are sold annually, 80 million handsets are imported and the size of the handset business is valued at Rs 27,000 crore. In two years, Micromax increased its market share from 0.59 per cent in 2008 to about 5 per cent (IDC report) in 2010.

So how did this 'desi' brand created a dent in a business dominated by the likes of Nokia, LG, Samsung and Sony Ericsson. According to brand consultant Cajetan Vaz the main reason for Micromax doing well in the handset business is because it focused on handsets with special features. Then the company kept a very sensible pricing strategy that also worked for it. Communication strategy and distribution rounded off a successful approach. He adds, "Another factor which worked for the company is that Nokia...