For Micromax, The Focus Is Always On Democratising Technology For The Masses

Micromax has once again become very aggressive by launching a slew of new smartphones to regain its past glory and lost grounds. The home-grown brand is taking on the Chinese Oems to create a product differentiation with the best of specs which can easily fit into the Indian pockets and gel with today’s consumers. Rahul Sharma, co-founder, Micromax Infomatics, shared his vision for the brand and the emerging market dynamics with Haider Ali Khan of my mobile.

- Haider Ali Khan

How different is YU from Micromax in terms of brand philosophy, products offerings and target audience? Or are they basically two sides of the same coin?

We have a Dual brand strategy and that is aligned with market dynamics. Micromax will play to its strengths and will have a major offline play and Yu will be a complete online brand. For Yu, which is targeted at the new age netizens, we have introduced some of the most iconic smartphones and they have been well received by the consumers. Early this year in May 2017, we extended our YUREKA range and launched YUREKA Black exclusively with Flipkart, which received an overwhelming response from our consumers. this month itself we announced the launch of another iconic Yureka smartphone- Yureka 2, which went on sale exclusively during Flipkart’s Big Billion Day. We are expecting similar exciting response from our consumers for Yureka 2 as well.

For Micromax, the focus always is on democratising technology for the masses. We will keep bringing in trends that are in line with consumer demand and introduce them at fairly competitive pricing. Canvas Infinity and DuaL range of phones is a testimony of the same. Both these products have disrupted the price segments with impeccable product offerings.

Micromax has just launched its bezel-less 18:9 display smartphone, Infinity, which is being priced very strategically. How upbeat are you about this new launch and what would be the market size you will be aiming at?