Friday, 15 April 2016

Micromax launching 19 products in a single day: Guts or Nuts?

It takes guts to launch 19 products in a single day and Micromax did it on 13th April 2016. Usually, companies launch products in the iteration to test the viability and response of individual products and then launch their next products. While some people may feel that they have got insane, there is a justification from Micromax unveiling the aggressive 5 point business strategy for the next 5 years.

Micromax has set the below targets for them to achieve:
  1. To be the biggest services company in India.
  2. To be a full consumer electronics company.
  3. To be the fastest growing brand in India for Electronics.
  4. Leveraging the Make in India initiative.
  5. Put out a new daring brand philosophy.
While these points may appear to be highly optimistic for some people, the point to be noted is a lot of renowned Technology companies in the Western Countries have followed related strategies. Chinese company Xiaomi has attained an astonishing rate of success following its world class hardware with market killer prices

In India, Micromax has been the player to provide decent hardware cutting the prices and was the first brand to build  sustainable smartphones under the range of Rs. 10,000. Last year Micromax YU changed the landscape of the Indian smartphones when it comes to pricing and excellent specifications.

But targeting world class features within the price range of an average Indian consumer would certainly be a challenge for any company. Let’s hope that it gets achieved and the consumers are flooded with awesome gadgets with pocket-friendly prices.

Article by Sudhanshu Ghosh

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