Over the past few years, Micromax has grown from strength to strength. Micromax has a straightforward strategy to take on the likes of Samsung and Apple: Just make a cheaper handset.
However, the competition is getting tougher for domestic handset makers. A number of International players have started selling better quality smartphones at affordable prices.
For instance, Xiaomi - a well known Chinese handset maker is successfully using social media platforms to engage consumers. Xiaomi appears to have done its homework. Similarly, Motorola also manages to bounce back with back-to-back hits, in the form of the Moto G and Moto E.
Motorola has made a quite a mark in the mid-end market with its Moto G. With timely updates and an affordable price tag to excite users, the handset has generated great sales from all markets, including India.
The success and popularity of brands like Xiaomi and Motorola seemed to have affected Micromax to some extent. While Micromax has developed a huge fan following in the market, but surely, the smartphone landscape is changing very fast.
To keep up to the competition, Micromax recently launched the Canvas Nitro smartphone in India at a price point of Rs. 12,990. The new phone is technically an impressive piece of hardware, however, what's less impressive is Micromax's choice of finishes.
All together, Micromax's Canvas Nitro is a killer phone. But is this enough to keep its top position in the market. We got a chance to explore the Micromax Canvas Nitro and here's our first impression.
Micromax Canvas Nitro - Form Factor, Design, Display and Operating System ( OS)
Micromax sticks true to the same material choice for all of its smartphones, and this very device is no exception. The whole phone is made out of cheap polycarbonate plastic. This is not bad, though. Well, Micromax tries to woo its critics by implementing a faux leather like materials Still, the material remains what it is: cheap plastic.
The material choice helps keep the weight down. Overall, the phone feels great when we held the device for the first time.
The front panel is dominated by a 5-inch display with a resolution of 720p HD. The three capacitive buttons are placed beneath the display. The touch sensitive buttons are nice and responsive. On the back side you'll notice a 13-megapixel rear-facing camera, and on the front side there's a 5-megapixel front shooter.
The speaker grill is located on the back side. The right hand side houses a power button while the left side has the volume rocker button. The micro-USB port sits at the bottom, while the 3.5mm headphone jack is placed on top of the phone.
The Micromax Canvas Nitro features a 5-inch 720p HD display. The screen is large enough to enjoy multimedia content. The LCD panel produces strong and vivid colors. Images and videos look great too. And the same can be said about viewing angles. Notably, the screen is responsive to touch.
The handset runs on the latest Android 4.4 ( KitKat) out of box. However, this time around, the makers have indeed tried to modify the look and feel of the User interface ( UI). For instance, Quick Look feature is very much inspired by HTC's BlinkFeed home screen.
Basically, Quick Look totally changes the look of the regular Android home screen by pushing news and social networks feeds. There's a camera widget for quick access to different camera modes. We'll have a deep look into software features in our detailed review of the phone.