MIcromax looks to shed affordable/cheap image

Micromax is now rebranding itself as it now wants to shed its image of being cheap and affordable and compete with the global brand like Samsung, Nokia and Sony. For years Micromax was considered as an affordable alternative to the devices of global brands. But now things are changing quickly.
Micromax is now and then associating itself with the various sports events(in 2012 MIcromax Cup was played between India and Sri Lanka) and wants to rise as a youth brand image.
Chief Marketing Officer of Micromax Shubhodip Pal said in an interview with Times Of India

While the Rs 13,000- Rs 20,000 is currently the sweet spot in the smartphone segment, we want to further increase our presence in the premium-end with relevant products.

The latest example for this is the costliest Canvas yet, The Micromax canvas 4 is retailing at 19000INR on some online websites. Currently Micromax holds 22 market share of the smartphone market and is second to Samsung.