We Are Committed to Evolving Into a Leader in the Smart Devices Space

It made headlines with a high-profile rebranding exercise and ad campaign earlier this year. But recent times have seen micromax enter a relatively quieter phase, and even move into other product segments, Anuj Bhatia met Shubhajit Ssen, chief marketing officer, micromax informatics, to find out more about what the company has been working on.

- Anuj Bhatia

Micromax has been relatively silent after its very high profile rebranding exercise. What’s Micromax up to these days? T

he phase after the rebranding exercise was extremely crucial for us. over the last few months we have been working hard towards executing our strategy in order to be among the top 5 handset players globally.We launched some of our compelling devices like Unite range, canvas Fire range, canvas evok and more. Taking ahead our focus on our non-mobility segment, we entered into a new category of air conditioners and expanded our existing television range with the launch of FHd range and canvas SmArT Televisions. We’re just coming out from the festive season which, as always, was quite exciting. Micromax witnessed a say 60 per cent increase in sales during festive period. We have some exciting announcements that we will be making as the end of the year approaches so that is something to look forward to.

There’s a common perception that Micromax has been slowly and gradually moving beyond the smartphone market. What is the reason for this diversification? 

We are committed to evolving Micromax into a leader in the smart devices space in the coming year. Therefore, we are expanding into new product categories to bring in newer set of consumers into the Micromax brand and transform into a complete consumer electronics company. Micromax entered the consumer electronics category two years ago with the launch of Led Televisions. In June 2016, micromax forayed into the air conditioner segment, aiming to capture 5% market share. We are expanding our product portfolio, offering consumers more innovative products to build a strong business case in the consumer electronics industry.