Micromax is an Indian consumer electronics company . It is a
private limited company.
10th largest mobile handset manufacturer in the World.
Micromax started it’s journey as a software company since
1999, located in Gurgaon, Haryana, India.
In 2008, it entered mobile handset business.
It has become The largest Indian domestic mobile handsets
company in 2010.
3. Working Place of Micromax
Micromax is one of the leading Indian Telecom Company.23
domestic offices across the country and international offices in
Hong Kong, it has around 1900 employees.
Revenue US$ 626 million (2012)
8. Percentage of Market Share
Micromax sells around 1.3 million mobiles handsets every
month, with a presence in more than 500 districts through
100,000 retail outlets in India.
Courtesy: IDC report on growth of mobile sales in India, 2013
9. Micromax Entered in Tablet Industry
o Launched funbook on April 3, 2012, an android 4.0 ice
cream sandwich tablet with 7- inch capacitive display.
o Micromax has launched the Canvas Tab P650 Android
tablet. Making it the first tablet in the canvas series.
o Tablet market with a share of 18.4 per cent, ahead of
veterans Samsung and Apple.
10. Micromax in TV market
Micromax come in television market with the launch of
LED TV 24-inch to 55-inch range.
Micromax has set up a one lakh square feet
It has production capacity of 2,000 LED per day.
Led TV of 24 inch from Micromax market price Rs 15,990
and full HD smart TV 55 inch Rs 1,29,990 .
Micromax faces a tough competition from Samsung,
Micromax’s business model has been replicated by many
new players which again pose a threat to Micromax.
Customer assumes it’s product as China Product.
Currently Micromax is dominating the rural market. They are
basically catering to the need of the customers of the rural
It’s market strategy is to improve the visibility in the urban
markets also building brand image.
low-cost QWERTY phones, universal remote control and
gaming phones. it is coming out with new models.
It’s Strategy focuses on innovating, designing and using the
latest technologies to develop products at affordable prices.
1. Focus on urban market specially youth 18-25 years
2. As smart phone is going to be the future of mobile market,
Micromax has started focusing on smart phones as well as tablets
3. On capturing major share of urban youth market, for next two
years Micromax needs to focus on urban market at large
4. Focus on expand to international markets and enter into
neighboring Indian countries, south African countries etc.
5. Micromax aims to be a company with a double digit market
share by 2014,
14. Financial view
On March 31, 2013, the Micromax logged in a record Rs 3,168
crore in sales revenues for the financial year 2012-13.