‘Micromax Plans to Take Volume Leadership Back’
Micromax plans to aggressively target the sub-`20,000 price segment in the next two quarters in a bid to regain its smartphone market share, which it lost mainly to Chinese rivals, cofounder Rahul Sharma told Karan Bajaj. The company sold 2.83 million devices in July alone, signalling its intention to ramp up volumes, he said. Edited excerpts:
How do you view India’s smartphone market? The below ₹ 10,000 segment and the ₹ 10,000-20,000 price segment are the ones we see growing. Above ₹ 20,000 everyone is stuck including the Chinese brands.
What is Micromax planning to do in such a situation? The last month was good for us. We sold around 2.83 million devices in July. We did a lot of internal assessment and now are at a clear point for the future. In this quarter, we plan to take our volume leadership back. In the next quarter, we will work hard towards our smartphone market share. We plan to hit hard on mass market segment, which is up to ₹ 10,000 and ₹ 10,000-20,000. We launched Yureka Black, which is in good demand and we have recently launched Yunique 2. We plan to continue launching more phones under the YU brand.
How do you plan to make Micromax stand out from the crowd? FILE PHOTO The strength of Micromax was that we were the first ones to come up with something. We want to bring back our innovation and be the first ones to do a lot of things going ahead. For now, we want to be the first one to make 18:9 display on a smartphone, a mass product. Another thing you will see is a lot more Snapdragon powered smartphones from Micromax. At the low end, we will continue with MediaTek, but mid-range smartphones will be all Qualcomm Snapdragon. You will see innovation in Micromax will be back on devices as well as on the marketing side.
Why did Micromax announce Bharat 1 (4G VoLTE feature phone) and Canvas Dual 4, but never launched the phones? Currently Bharat 2 is doing amazingly well — we have sold over one million devices in three months. Canvas Dual 5 and Yureka Black are also getting good response. We did a soft launch for the Micromax Dual 4 and we are planning to do some activity around the phone, which has taken some time to execute.