It can be said that the Indian handset segment has been crowded by a plethora of budget oriented native tech manufacturers. Of the lot, there are a very few that have a remarkable name in the industry. One such handset vendor is Micromax, who is constantly splashing the budget tech market with many launches.
Over this week alone, Micromax has launched a variety of handsets that will fit into different price points to attract consumers with different needs. The company has launched a high-end phablet - A116 Canvas HD with a HD display, quad core processor and Android 4.1 Jelly Bean OS. At the same time, the company has also come up with two basic smartphones including A27 Ninja and Bolt A35 based on Android Gingerbread platform.
With this bit of recent information regarding the India based tech firm, Gizbot has decided to offer the readers the entire history of Micromax since its debut in 1991. Micromax started operations in 1991 as a software design firm and switched to distribute computer peripherals to bigger companies in 1998. Later in 2009, the company stepped into the emerging mobile phone market as a manufacturer.
In just five years, the company has grown from being a basic India based manufacturer to one who has spread out its hands to several other countries. Moreover, it has become one of the dominators of the Indian smartphone arena. Several reports claim that Micromax is the third largest manufacturer in India.
Not only in the smartphone segment, but also in the tablet segment, Micromax made a record in Q2 2012 by surpassing Samsung and Apple - the tablet market leaders with a share of 18.4% in the nation.
It can be said that the company's swift growth in the market since it has entered the industry in 2008 is mainly due to its strategy of launching low priced basic handsets that most of the consumers prefer and also its wide distribution setup.
Besides India, Micromax has spread out its handsets to several other countries including Hong Kong, Bangladesh, Nepal, Sri-Lanka, Maldives, UAE, Kingdom of Saudi Arabia, Kuwait, Qatar, Oman, Afghanistan and Brazil and is claimed to be the 12th largest handset vendor in the world.
One of the main reasons for the success of Micromax is that it took up a strategy that was quite opposite to the route followed by others. Micromax concentrated on identifying the unmet needs of rural people and introduced products that fitted well with the rural consumer needs.
In fact, it was Micromax that introduced many innovative products such as handsets with 30 days battery backup, dual SIM/dual standby, handsets that could switch between networks (GSM to CDMA and vice versa), QWERTY keypads and universal remote controls.