Micromax as a company is planning another comeback to the Indian smartphone market, staging it as a response to Prime Minister Narendra Modi’s call for ‘AtmaNirbhar Bharat’. The government of India recently announced a PLI benefit scheme for manufacturers and Micomax is eyeing to take advantage of it with this comeback. On the occasion of 73rd Independence Day of India, Micromax shared a teaser post that reads, “Are you ready to join the revolution with us?”.
If you recall, Telecom, IT & Law Minister of India Ravi Shankar Prasad held a press conference on PLI scheme last month where he announced that manufacturers will receive cash-based incentives on sales of locally produced devices in India.
Micromax now aims to take advantage of this scheme with their upcoming smartphones that is likely to be plugged into budget and mid-range smartphone market.
If sources are to be the company could launch multiple phones under the Rs 15,000 in the next few months. The Micromax will face fierce competition with likes of Xiaomi and Realme who will be aggressive to regain the lost ground due to COVID situation.
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The rumor has it that Micromax will focus on MediaTek chipsets powered devices to which will be running on the latest Android-based software. What will be interesting to see how Micromax optimizes the software which is essential for any smartphone to succeed.
It remains to be seen how Micromax reaches out to customers in a where value for money and brand perception plays a key role. Having said that, with anti-China sentiments running high, this is the best chance for Indian brands like Micromax to regain customer’s lost faith.