Micromax: India’s Worldwide Influence

Micromax is an electronics company headquartered in Gurgaon, Haryana, India. It manufacturers consumer electronic devices such as computers, tablets, mobile phones, LED TVs and 3GDatacards. The company operates 23 offices in India and employs more than 650 employees.

Micromax was established in 2000 as an IT software company to work pm embedded platforms. It first ventured into the business of mobile phones in 2008. By the end of 2010, Micromax is one of India’s largest low-cost mobile phone producers. Micromax accounts for 22% of the smartphone market in India.

In such a short time, Micromax was able to penetrate the mobile phone market of India through its wide array of product portfolio. As of the first quarter of 2013, Micromax offers over 60 different models of mobile phones that feature 3G Android Smartphones, dual SIM phones, 3Gdata cards, Tablets and PCs and LED TVs. Micromax was also to be credited with many firsts: dual SIM, 30-day battery backup, Universal Remote Contro Mobile Phone and QWERTY Keypad.

When Micromax decided to enter the mobile phone production business which was dominated by multinational companies at that time, the company had to emphasis its primary selling point – price. For Micromax, technology and innovation need not increase the price too much, that more people can’t access the gadgets. The company forecasts that by 2014, Micromax would account for a double digit mobile phone market share.

It looks like Micromax is on its way to achieve its goals. The Global Handset Vendor Market share report from Strategy Analytics indicated that Micromax is now the 12th largest mobile phone manufacturer in the world. as Micromax continues to put emphasis on innovation, technology and research and development, Micromax would do well in differentiating itself from other industry players through its new designs at lesser price.

Micromax’s success in the handset industry was steered by four people who shared the responsibility of running the business along functional lines: Managing Director Rajesh Agarwal, Executive Director Rahul Sharma, Business Director Vikas Jain and Chief Technology Officer Sumeet Arora. Since 2008 when Micromax entered the mobile phone market, the emphasis on dynamic adaptation to the changing market trends has not changed at Micromax.