The Rise of Micromax

Micromax has achieved tremendous success in a very short period of time. Micromax entered in the cell phone market in year 2008. The company has always been successful to recognize the the local consumers needs and through innovation have made quality offerings at competitive price points.
And eventually Micromax has ventured into tablets, routers and LED televisions while cellphones remain the top priority.
Micromax has always come up with innovative products and marketing techniques that makes it stand out from the crowd like the Micromax  C2i which came with a marathon battery giving 10 hrs of talktime and 30 days of standby time back in 2009 and  GC700 which used gravity sensor to change the SIM in use. Other notable products were the A50 which came with Aisha (similar to siri) and Modu T, which has Guinness World record for being the world's lightest touch phone.
But the real Micromax smartphone success started with the advent of Canvas series which became immensely popular as it offered  users powerful 5-inch screen phones at a low price. Recently launched canvas 4 prices at Rs. 18000 offers innovative features like 'Blow to unlock' and 'Smart pause while watching video', the feature offered by high end phones.

‘Blow to Unlock’, ‘Smart Pause while watching video’

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Micromax's success is accredited  to its visionary leaders. Micromax usually prices its products at nearly half the price of  competing devices offered by global brands. The vision of the company is: one, address a need; two, aim for “affordable innovation,” and three, price products for mass consumption.

Another paramount reason for Micromax success was aggresive marketing and distribution strategy. The company has tie-ups with celebs and has sponsorship in the events like IPL to spread brand  awareness. Micromax has now become a recognizable brand and owns 22 percent of the smartphone market.  Over 11,500 people preordered Micromax Canvas 4 priced at Rs. 18,000 without even knowing the specifications. Now Micromax is expanding the price range of its offerings and wants to offer not just cheaper smartphones but also the ones that lie in premium segment.
Micromax is already the leader in the phablet segment in India and expects to be No. 1 in smartphones category by Diwali.