Micromax Informatics is gearing up to make a big comeback in the Indian smartphone and electronics market with its new sub-brand called ‘In’. Micromax is expected to launch new smartphones, accessories, and other electronic gadgets under this brand.
To begin its strategic re-entry into the smartphone segment, Micromax is planning to invest around ₹500 crores in local manufacturing and research and development operations. The company has several state-of-the-art manufacturing facilities across different locations in India including Hyderabad and Bhiwadi with a capacity to produce over 2 million phones per month.
“We are delighted to make a comeback in the Indian market with our sub-brand In. When you have the word India or in on you, it gives you a sense of responsibility. The weight of a billion hopes. But bigger than anything is the pride it gives. Our endeavor is to bring India on the global smartphone map again with In mobiles,” said Rahul Sharma, co-founder of Micromax.
The brand will also be working on strengthening its already established retail and distribution network. At the moment, it has a retail presence of over 10,000 outlets and more than 1,000 service centers across India.
Micromax was once a key player
Micromax gained huge popularity in India after it introduced several innovations in the smartphone market including smartphones with dual SIM slots, better battery life, gaming devices, Qwerty keypad, universal remote control phone, women’s line of devices, dockable Bluetooth devices, Edutainment tablet, MTV phones, and more.
In 2014, Micromax created history after beating South Korean electronics giants Samsung in total smartphone shipments in the Indian market. But in the following years, Micromax lost market share steadily, as newer brands, especially from China, have taken center stage with advanced features and competitive pricing. Micromax, in the past, had a massive turnover exceeding ₹10,000 crores.
What’s ‘In’ the future?
Micromax, in the 1A, could be the first smartphone under the In brand. A Geekbench listing showed the smartphone to be powered by a MediaTek helio P35 processor that is complemented well by 4GB RAM. It’ll come with Android 10 OS out of the box. It isn’t certain if this would be the standard version or if it’ll be the trimmed-down Android Go version. The other details including camera specifications, storage, display size, and others are unknown at the moment.
The upcoming smartphone will reportedly cost less than ₹10,000, which means Micromax fans can look at budget or an entry-level smartphone from Micromax. This price will go in line with the previous smartphone portfolio of Micromax that led the brand in the past to sit atop India’s smartphone market.
“India is one of the top five mobile gaming markets in the world and with the In brand we will provide a bona fide choice that will allow consumers to edge ahead with high performance-oriented products, without infringing on their privacy,” Sharma added. “You won’t see phones worth ₹3,000-₹5,000 from Micromax anymore.”
The new smartphones will be in the price range of ₹7,000-₹10,000 to ₹20,000-₹25,000 and they’ll be available to customers from early next month as Micromax plans to ready the entire lineup of In branded smartphones by the end of the year. Eventually, the phones may be followed by connected devices, through Micromax ACs and other products.