Remember Micromax? The Indian smartphone manufacturer which once had a massive presence in the Indian smartphone market. After being invisible for the past few years, Micromax is all set to back in the Indian market as it plans to launch as many as 20 smartphones by the next fiscal year.
Micromax has reportedly set aside a staggering ₹500 crores for R&D and manufacturing for this duration. Moreover, the Indian smartphone manufacturer is all set to launch its new phone by the end of next month.
Ever since the strategic tensions between India and China, there has been a growing wave of boycotting Chinese products. The movement got a major boost after the Government of India’s ban on 59 Chinese apps which even included popular ones like TikTok, UC Browser, etc.
Micromax hinted launch of its new devices back in June when the Boycott China movement was at its peak, but no device was launched by them until now which made many people a little restless to which Rahul Sharma, Micromax Co-Founder said they are very near for a launch of their new devices and they are ready to “disrupt the market.”
We actually sensed an opportunity on a global scale when the US-China trade war began over a year ago. This anti-China feeling in India is recent and you cannot plan on launching smartphones overnight.
– Rahul Sharma Co-Founder, Micromax
Micromax has regularly taken on to Twitter to give their support for the Vocal For Local movement and teased the launch of their new device. Even on the occasion of the 73rd Independence Day of India, they tweeted a post supporting the movement with the hashtag ‘#VocalForLocal’.
It’s time we turn this pandemic to an opportunity. With #atmanirbharbharat to build a stronger nation. Be #VocalForLocal 🇮🇳
Let us all come together and contribute towards the making of a strong nation. pic.twitter.com/VIHSjmsSOO
— IN by Micromax (@Micromax__India) May 14, 2020
Moreover, The Government of India announced the production linked incentive (PLI) scheme to assist Indian manufacturers to compete with big foreign companies. This scheme is also likely to help smartphone manufacturing Indian companies such as Lava, Dixon, Micromax, Padget Electronics, Sojo, UTL, and Optiemus who have reportedly even already lined up to avail benefits from this scheme.
The scheme is very helpful. The incentive of 4-6 percent in incremental sales makes us competitive in the market. Almost 90 per cent of the market today is for phones less than Rs.15,000 so that suits us too. We have the infrastructure and manufacturing set up in place and over the next few years we will build the entire ecosystem of components within the country beginning with the software and then the hardware.
– Rahul Sharma Co-Founder Micromax (on the Government’s PLI scheme)
He also acknowledged the Anti-China Sentiment in the country and will launch 3 new smartphones ‘very soon’ including a budget phone with several premium features.
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