Micromax to Make a Comeback With ‘In’ Phones before Diwali

There have been quite a few gadget launches in recent months with smartphone manufacturers trying to revive their sales. With the coronavirus closing stores around the world, the tech industry is trying to get back on its feet. With sales returning to pre-COVID levels, things have been looking up, and Indian users have even more news to celebrate. Micromax announced on Friday that it was making a comeback to the Indian market. Company CEO Rahul Sharma announced that the new series would launch in time for Diwali. Here’s a look at everything you need to know about the release and why it is crucial.

Homecoming for Micromax

According to CEO Rahul Sharma, the new line will offer customers a value-for-money product that assures competitive performance. The device will also enable an almost stock Android experience, with the company hoping to reclaim market share. The Indian smartphone manufacturer based in Gurugram last had a launch in October 2019. However, the last major smartphone launch hosted by the company took place in December 2018. Rahul Sharma teased the release of the new device through a short video wherein he highlighted the patriotic sentiments behind the phone.

Independence and Nationality

The company announced that the news of skirmishes at the border was the primary reason for launching the new devices. The phones will most likely hit the market before the start of the festival season, in time for Diwali purchases. The new series was in full-on R&D mode when the India-China border tussle was happening, and these issues propelled and accelerated the development. Those skirmishes have led to a vocal demand for more Indian-origin products, which will work in Micromax’s favor. While the Gurugram-based manufacturer imports components from foreign countries, it was one of the first ones to start assembly in India. Doing so helped reduce prices and also add a homely touch to their devices, which might help motivate more Indians to buy from them now. 

With many Indian consumers calling for a ban on Chinese products, such a nationalistic approach might do wonders for the company and its sales. However, experts believe that such a sentiment would not help the company revive itself as the smartphone market is highly competitive. Some of them went as far as to say that while such emotions were strong in July, they have faded by now. As a result, while it might give the brand a publicity boost, it might not help them boost sales as expected. So, we will have to see whether the nationalistic approach will help the company regain its market position. 

‘In’ to the Market

Micromax’s new series titled In will have a price range between INR 7000, and INR 25,000, making them fall in the semi-budget phone space. While Micromax initially gained popularity for its incredibly affordable phones, the company is looking to expand. They made it clear that the new lineup will not feature anything below the INR 7,000 mark. Sharma stated that since the sub-INR 5000 markets were shrinking in India, the company would not release such phones for now. Since people now prefer higher-performance products, the decision to stick to the said budget makes more sense. While the video introduced the Micromax In series, it contained no details regarding hardware or software specifications.

No more ads

Micromax has also addressed that the In series will offer a fantastic Android experience. Such a statement seems to be taking a shot at Chinese competitors within the space, such as Realme, Xiaomi, Huawei, and Vivo. All these companies often face criticism for adding bloatware to their devices, sometimes at the expense of fluid customer experience. Similarly, OnePlus faced flak for pre-installing Facebook onto their phones. While the company promised to avoid such an addition, the latest OnePlus 8T comes with an in-built Amazon integration. Rahul Sharma promised that Micromax would not take this route opting instead for a near-stock Android experience. He also said that the phones would not feature any bloatware, ads, or even attempt to download, store, and process users’ data.

Journey Ahead

Sharma is optimistic that Micromax can put up a tough fight against its Chinese counterparts. The market has changed since Micromax’s glory days, with Xiaomi having gained immense popularity in recent years. Also, rising consumer awareness has led to users demanding better refresh rates, fast charging, and updated features. However, Sharma believes that Micromax can still break through the ceiling and regain its popularity within the Indian market. While the company has missed Amazon’s and Flipkart’s festive sales, they will be launching in time for Diwali. Also, the choice to enter the INR 20,000 and higher market has puzzled experts. Both Samsung and OnePlus are strong competitors within this segment, has grown immensely in recent years. But many of them feel that the company’s brand value will help it attract pan-India customers.