Micromax Mobile

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Micromax Informatics Ltd.
Type Private
Industry Telecommunications, Consumer Electronics
Founded Delhi,India (29 March 2000)
Founders Rahul Sharma
Vikas Jain
Sumeet Arora
Rajesh Agarwal
Headquarters Gurgaon, Haryana, India
Area served India, Russia, Bangladesh, Sri Lanka, Nepal
Key people Sanjay Kapoor (Chairman)
Vineet Taneja (CEO)
Shubhodip Pal (CMO)
Products Mobile Phones, Smartphones, Tablet Computers, 3G Datacards, LED Televisions
Revenue Increase US$ 2.2 billion (2014)[1]
Website Micromaxinfo.com

Micromax is an Indian consumer electronics company headquartered in Gurgaon, Haryana, India.[2] It is in the business of selling badge engineered and Chinese contract manufactured Mobile Telephones, Tablet Computers, 3G Datacards and LED Televisions.

Micromax started as an IT software company in 2000[3] and worked on embedded platforms. It entered the mobile handset business, and became one of the largest Indian domestic mobile handsets company operating in low cost feature phone segments by 2010.[4]

Micromax has presence in more than 560 districts through 125,000 retail outlets in India. The company has sales presence spread across the SAARC markets including Bangladesh, Sri Lanka and Nepal. On 24 January 2014, Micromax became the first Indian mobile company to start sales in Russia.[5]

History[edit]

Micromax was incorporated as Micromax Informatics Ltd. on 29 March 2000.[6] They started manufacturing mobile phones in 2008[7] with a focus on low pricing, in order to compete with international brands.[8]

Everything started with a truck battery in the year 2007. In the powerless city of Baharampur[9] in the Indian State of West Bengal, Mr. Rahul Sharma saw an AirtelPay Phone being powered by a truck battery. Every night, the PCO owner would lug the battery 12 km to an adjoining village on his cycle, charge it there overnight, and lug it back to Berhampur[9] in the morning. Rahul was fascinated by the nature of innovative adaptation to suit the difficult conditions which the payphone operator had employed and his interest only grew when he found out that to everyone’s surprise, the operator was also able to earn a tidy sum of money. Based on this experience of innovation arising from constraint, Micromax soon launched its first phone with a month long battery back-up known as X1i.[10] In 2011, Micromax entered the tablet market with the Canvas series.[11]

In 2014, Micromax surpassed Samsung to become the mobile phone manufacturer shipping the maximum number of phones in a single quarter, India.[12][13][14]

Manufacturing[edit]

Originally, the company sourced all its mobile phones from China. However, since April 2014, they have started manufacturing mobile phones and tablets at their facility in Rudrapur, Uttrakhand.[15]

Advertising campaign[edit]

Hugh Jackman appeared in the 2013 commercial for the Canvas Turbo smartphone.[16] In July 2013, Chitrangada Singh posed for Canvas 4 smartphone in New Delhi.[17][18]

Products[edit]

Micromax Canvas A1[edit]

Micromax Canvas A1 is one of the initial Android One phones manufactured by Micromax Mobiles with the cooperation of Google Inc. Micromax Canvas A1 features Android 4.4.4 KitKat OS paired by 1.3 GHz Quad core processor. It also includes 1GB RAM,4GB ROM and Mali 400 GPU alongside with 5MP rear camera plus 2MP front camera. This dual sim device is enabled with 3G connectivity, WiFi, Bluetooth, GPS and native Google apps. The 4.5 inched display has got the screen resolution of 480×854 pixels.

References[edit]

  1. ^ Mitra, Moinak (3 May 2013). "Billion-dollar team: How Micromax is gearing up to touch $1-bn mark". indiatimes.com. 
  2. ^ "Micromax beomes number one mobile phone company in India". Patrika Group (5 August 2014). Retrieved 5 August 2014. 
  3. ^ "Micromax on their journey to success". YourStory.in. 17 September 2013. 
  4. ^ Joseph, Lison (27 June 2011) We never thought we would sell 1.8 million handsets a month: Micromax co-founder – Money – DNA. Dnaindia.com. Retrieved on 28 November 2013.
  5. ^ [1]. bgr (23 January 2014). Retrieved on 24 January 2014.
  6. ^ "Micromax Informatics Ltd.". tofler.in. 
  7. ^ "Micromax, An Indian Mobile Phone Company That Got It Right". techtree.com. 13 February 2013. 
  8. ^ Singh, A. "Micromax: Capitalising on innovation and pricing". Retrieved 1 November 2013. 
  9. ^ a b IQ India 2012 | Speakers and Panelists. Fonearena.com. Retrieved on 28 November 2013.
  10. ^ Dharmakumar, Rohin (27 February 2010). "Micromax Mobile Advantage". forbesindia.com (forbesindia.com). 
  11. ^ Khurana, Rohit (27 August 2013). "Micromax Canvas Series India- Evolution And How It Affected Indian Smartphone Market". intellectdigest.in (intellectdigest.in). 
  12. ^ "Mobile Phones". 8 Aug 2014. 
  13. ^ "New 'Fast' rising phone makers from China and India". ibtimes.com (ibtimes.com). 22 April 2014. 
  14. ^ "Micromax close to overtaking Samsung in India". gsmarena.com. 22 April 2014. 
  15. ^ "Micromax starts manufacturing smartphones in India". economictimes.indiatimes.com. 23 April 2014. 
  16. ^ Hugh Jackman to be face of Micromax. The Hindu (18 October 2013). Retrieved on 28 November 2013.
  17. ^ [2]. TOI (26 December 2014). Retrieved on 24 January 2014.
  18. ^ [3]. NDTV (13 February 2013). Retrieved on 24 January 2014.