Micromax is set to launch three new smartphones in the Indian market amidst increasing anti-China sentiment all over the country. The sentiment started spreading like a wildfire in the country due to the Galvan valley LAC conflict.
After the Coronavirus incident, countries all over the world are upset about China’s recent activities. Due to this, the Indian Prime Minister came up with a campaign called the Aatma-Nirbhar Bharat.
India is aiming at becoming completely self-reliant in the coming years. Indian government wants to change the scenario of relying on foreign goods, especially China. Therefore, Chinese brands and Chinese products are facing a huge retaliation right now from the people and the Government.
Indian consumers do not have solid Indian smartphone competitors that can support the whole anti-China sentiment. Surprisingly, Micromax tweeted something interesting on social media when asked about launching a smartphone by an Indian brand. Here is the tweet, “We’re working hard internally and soon we will come up with something big. Stay tuned!”
Micromax – Indian Smartphone Brand
Micromax stated in a tweet that it is working on three new smartphones for the Indian market. The smartphones are reportedly going to be entry-level smartphones under INR 10000. Now, this is good news for most people in India. Micromax mobiles once had the highest market share in India. It had a big smartphone market in India before the Chinese brands entered the country.
Micromax iOne Note was the last smartphone launched in India by the Indian smartphone giant. It was a fairly good smartphone with respect to design, but it did not do great in the Indian market.
What did Micromax do wrong?
Micromax had a good stand in the market until Chinese companies swept out all Indian smartphone brands. Micromax has a reputation for ordering the smartphone units from China and re-branding them as Micromax mobiles.
Therefore, Micromax lost its place in the market and slowly died as a smartphone giant. Although, it does manufacture and sell other electronic appliances like air-conditioners, LED TV, and so on.
How can Micromax make a comeback after a long time amidst stiff competition?
We have seen a huge boom in the mid-range smartphone market. Realme smartphones have made a big name for itself in a very short span. The key to success for Chinese smartphone brands in India is their understanding of Indian consumers.
India has a huge population and most of them are middle class or lower-middle-class families. Therefore, the spending capacity of this lot in India is limited. Value for money is also an important aspect for Indian consumers.
Xiaomi, Realme, Vivo, Oppo, started out as budget offerings and kept their audience growing. Slowly, they entered into mid-range and premium range smartphones. One thing common in all the phones is premium features, modern design, and relatively low cost. This appeals to the Indian consumers, be it OnePlus, Mi, or any other Chinese smartphone brand in India.
Micromax has to use the same strategy that Chinese brands used to beat these Indian brands down.
Invest money in research and development, bring out the USP of the brand in the smartphones they manufacture, and not repeat the re-branding formula again because it was clearly a terrible move for the brand. Instead, they can focus on offering better pricing for modern features and premium design. For example, a quad-camera setup might not be important but the quality of the camera at the said price should be a little more than justifiable.
YU Televentures tied up with CyanogenMod to launch a new smartphone YU Yureka. CyanogenMod was a hit during the time and hence, YU Yureka gained enough traction in the market. That is exactly what we need right now, with no re-branding formula. YU Yureka and YU Yureka 2 was a big success in the market since it featured CyanogenMod out of the box.
Micromax has the potential to come back on its feet and show the world that we do not need them in the long run, but they also need to show Indian customers that they can believe in the brand once again.
It will be difficult for Micromax to make a stand immediately in this competition. We would like to see a stronger comeback by Micromax though over the years.