Micromax was established in 1999 as an IT software company that specialized in embedded systems. But by the time 2011 rolled in, they had become the largest player in the Indian feature phone segment. By 2013, they had captured 22% of smartphone segment in the Indian mobile market, becoming the second leading brand behind the global behemoth Samsung.
Micromax phones has sent shockwaves in the global phone markets by showing how a small company can corner the local market by designing phones that are adapted for the local conditions. They are acknowledged both for the innovation they have brought in, and the marketing effort to reach the untapped Indian market. Micromax takes credit to have first introduced dual sim mobile and a 30-day battery backup on their feature phone. They are also the first Indian mobile company to make an entry into the Russian market.
Micromax is perceived as the best among the feature phone providers in India. The urban middle class has also been drawn to their smartphone range led by Canvas series. Though, they are looked upon as a short term purchase that would give the value for the money spent on it within a year. Till 2014, Canvas series are the best Micromax phones available. Their X-series has been one of the most successful feature phone in India.
Micromax phones price ranges from just under a thousand to up to Rs. 25,000. In feature phone space, Micromax phones in India competes against local providers like Idea’s Spice Telecom and international players like Nokia and Panasonic.
Though, the market is dominated by economical Micromax phones and it is known for providing the best value for money in Indian markets. Their phones also have a long battery life. They have bet big on 5 inch phones, and all their phones of the Canvas series are of the same size – even at a lowly price of Rs. 6,000.