Micromax India Is Hyping Its Comeback, What Can We Expect to See?

Micromax is a name that is almost every Indian who lived through the mobile revolution is familiar with and for good reason. At the time when India was still transforming into a nation that will later own the largest number of smartphones, only a few brands were making their presence felt in the market. There was the usual Samsung with its Android smartphone and Nokia with its Windows phone but only Micromax was the Indian brand that was giving both of these tech giants any competition. At one point Micromax was so successful that they even surpassed Samsung in terms of smartphone sales. Though competition over time became ruthless as the Chinese brands like Xiaomi, Oneplus, Oppo, Vivo, and Realme started to enter the markets and undercutting even the affordable Micromax.

From humble beginnings to a household name, we've come a long way. Over the years, we have democratized technology for each and every Indian. In 2020, we're coming back with a bang. Are you ready to join the revolution with us?#AtmaNirbharBharat #JoinTheRevolution #VocalForLocal pic.twitter.com/OswKftWcLC

— IN by Micromax (@Micromax__India) August 26, 2020

When is Micromax India Making its Big Comeback?

Even though there has been no official word from the company regarding the date of its comeback but Micromax has confirmed that they are making their way back in 2020. With the anti-China sentiment rising in the country and the boycotting of Chinese made good it looks like the perfect time for the Indian smartphone maker to make its big comeback. In an interview, Rahul Sharma the co-founder of Micromax Informatics said "The scheme is very helpful. The incentive of 4-6 percent in incremental sales makes us competitive in the market. Almost 90 percent of the market today is for phones less than Rs.15,000 so that suits us too. We have the infrastructure and manufacturing set up in place and over the next few years we will build the entire ecosystem of components within the country beginning with the software and then the hardware," Sharma said. The scheme he was referring to was the PLI announced by the Indian government on April 1, 2020, under the National Policy on Electronics 2019 offers an incentive of four to six percent on incremental sales of goods under target segments manufactured in India to eligible companies for a period of five years, counting 2019-20 as the base year.

In Recent news, Micromax has also appointed a new PR Pundit as its PR consultant. PR Pundit will be managing the communication program and building groundswell for Micromax’s return to the smartphone market in India.

Rachna Lather, marketing head, Micromax India said, “PR Pundit is known in the industry for their creative storytelling and innovative approach. We see a synergy with them. With a deep understanding of the marketplace and consumers, PR Pundit is well-positioned to work with us as we recreate the brand’s narrative in the Indian market. ”

Neha Singhvi, chief operating officer, PR Pundit, added, “We are thrilled to partner Micromax on this exhilarating journey of a successful comeback. This homegrown brand enjoys a special place in the consumers’ hearts and minds in India and we look forward to developing a compelling PR campaign that promises to recreate the magic of the brand and allow it to scale newer heights.”