Micromax Informatics Ltd is a New Delhi, India based Telecom
manufacturer and distribution partner to Nokia, Samsung, LG etc for their
IT / Telecom products in India. With an annual turnover of INR 5000 million,
Micromax has offices in all major India cities and global offices in Dubai and US.
Micromax has been making supplies to the Indian GSM operator for their different
telecom requirement and is now expanding their product range to the global
market. Micromax‟s product comes with a quality seal meaning product
satisfaction, high reliability resulting in repeated business. Micromax has their own
24 hour operational customer service centre just in case you need that small
bit of information albeit at the wrong hour.
Micromax is one of the leading Indian Telecom Companies with 23
domestic offices across the country and international offices in Hong
Kong, USA, Dubai and now in Nepal. With a futuristic vision and an exhaustive
R&D at its helm, Micromax has successfully generated innovative technology that
has revolutionized the telecom consumer space. Micromax is on a mission to
successfully overcome the technological barriers and constantly engender
“life enhancing solutions”. The company‟s vision is to develop path-breaking
technologies and efficient processes that incubate newer market, enliven customer
aspirations and continue to make Micromax a trusted market leader
Micromax is an Indian Consumer Electronics company located in Gurgaon,
Haryana, India. It focuses on the manufacturing of Telephones, Tablet, 3G, Data
cards and LED Televisions. It has 23 domestic offices across the country and
international offices in Hong Kong.
Micromax started operation in 1991as a embedded software designing firm, but
was incorporated as a company in 1998, when it branched out as a distributor of
the computer peripheral such as printer, monitor, scanner from manufacturers such
as Sony Inc, LG, Dell Corp. In 2008, it entered mobile handset business and by
2010 it became one of the largest Indian domestic mobile handsets company by
offering unique affordable innovations. This transformation was steered by four
friends who divided responsibilities on functional lines. The company has a 22%
market share in the smart phone segment in India As per IDC Asia/ Pacific
Quarterly Mobile Phone Tracker 2013 Q2 for August 2013.
Micromax started their mobile phone manufacturing operations in 2008 when
multinationals ruled the telecom industry. With an understanding of the rapidly
changing consumer preferences coupled with the use of the latest technologies;
Micromax differentiated itself from the other players with its pricing everything
started with a truck battery in the year 2007.
In 2008 Micromax ventured into the mobile handset market. The brand wanted to
create a base before taking on the large players. Hence as a go to market strategy,
Micromax concentrated on the rural market first. It was a different move altogether
since most of the marketers tend to concentrate on the urban markets and then
move to the rural market.
(Rajesh Agarwal , Sumeet Arora, Rahul Sharma and Vikas Jain)
Micromax is a challenger brand in the highly competitive market mobile handset
market. It was founded by Rajesh Agarwal in 1991. Micromax originally was a
distributor of computer hardware. In 1998, three more people Sumeet Arora, Rahul
Sharma and Vikas Jain joined Micromax as co-founders.
Mr. Rajesh Agarwal handles company finances.
Mr. Sumeet Arora is the chief technology officer.
Mr. Rahul Sharma is the risk taker with the big ideas.
Mr. Vikas Jain handles alliance with other companies
5. Gaining Market share
Micromax has a lot of “firsts” to its credit on their versatile product portfolio. It
was the first to introduce: Handsets with 30 days battery backup, Handsets with
Dual SIM / Dual Standby, Handsets Switching Networks (GSM - CDMA),
Aspirational Qwerty Keypad Handsets, Operator Branded 3G Handsets, OMH
CDMA Handsets, etc. With a 360 degree advertising and marketing strategy
sketched out, the company has an optimistic outlook for the telecom consumer
space. Currently presentimg more than 40,000 stores across the country, the
company plans to have av aggressive market incursion to reach out to its customer
through 70,000 operational stores in the coming year. One of the major aspect that
contribute towards the substantial monthly growth of micromax is its 80% sales in
the rural areas. After building a strong presence in the rural market, where the
prominence of the both subscribers and operators is rapidly increasing, Micromax
is currently the third largest GSM vendor in the Indian market. The
company has a 22% market share in the smart phone segment in India As per IDC
Asia/ Pacific Quarterly Mobile Phone Tracker 2013 Q2 for August 2013.
Micromax lunched some of the industry first Innovative devices which help in
gaining market share. Micromax has become India‟s third largest mobile brand in a
short span of 5 years with the market share of 6.3% after Nokia (38.2%) and
Samsung (25.3%). As per records of 2013, Micromax smart phone„s is best selling
there after Samsung, in India.
Micromax was the first to introduce:
1. First Long Battery Life Phone with 30days battery backup.
2. First Universal Remote Control Phone.
3. First Dual SIM Dual mode active Phone (GSM+CDMA)
4. First Superfone with Gesture Control.
5. First Women‟s Line of Device.
Micromax has appointed Hugh Jackman as its brand Ambassador.
8. SWOT analysis
Micromax is well known brand in electronic market
Micromax is in both direct market as well as open market in mobile
Collaboration with Aircel, MTS(SSTL),Virgin mobile.
Large range of CDMA mobile product from Rs 1,000/- to Rs 14,000/-.
Innovative and Featured product.
Strong National distribution channels.
Effective promotional campaign.
Micromax‟s late entry in Indian mobile market.
Micromax has less service centers compared to other big players.
Less investment in R&D as compared to biggies like NOKIA, SAMSUNG.
Misunderstanding has a Chinese Brand
Poor service after sales support.
Tele density is increasing in Indian telecom market.
CDMA mobile would pay a major role in rural penetration.
Falling ARPU‟s of Indian telecoms.
Foreign telecom are coming into Indian market would be opportunity for
Popularity of GSM mobile.
Competitors are focusing only in telecom segment.
Entry of foreign player in mobile equipment market
Threats from Chinese mobile market and well known players.
9. Future expectation
Micromax has achieved success within a short span of time and hopes to be best in
the market in near future by beating Nokia and Samsung down in the track.
As the numbers of mobile users are relatively young, Micromax should
change its marketing strategy and will give more focus on this age group
As Micromax has less service centers compared to other big players, we
hope Micromax should come up with some relevant services from time to
time differentiate its product and to generate additional revenue.
Micromax should give high priority to customer service and satisfaction as
satisfied customers do the best advertisement.
To increase the market share
As the society always needs new in everything, Micromax should continue
with its innovative ideas for making a mobile phone which will be very
different from others.
Focus on international market
Micromax needs to expand to international markets and enter into
neighboring Indian countries, South African countries etc.
Micromax launched a new range of LED Television, home
threaters, 3D Blu Ray and Smart stick the Android dongle on 9 th
Micromax should continue with electronic product, so as to give
competition to the market leaders in Indian market first.
Micromax is gaining ground at a tremendous rate in the domestic as well as global
`Micromax showing good sign of grabbing every possible opportunity at its hand
(e.g. IPL 2010)
If the strategies are implemented effectively, it may clinch up the ladder, to
become the leader in domestic market incoming few years.