Micromax, the domestic smartphone manufacturer has announced that the company is planning to launch 13 new smartphones in the Indian market by 31st March 2019.
Subhodip Pal, Chief Marketing & Commercial officer of Micromax India, said in a press statement that the company is working upon to launch 8 new smartphones under the Micromax brand and five smartphones under the Yu Yureka brand. He further added, “Every 40 day you will find a new product from our sister brand Yu, making a total of 5 models by the end of March 31, 2019. Apart from that, we will launch 7 to 8 models with Micromax branding in the same timeline.”
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Subhodip also announced that the company is in progress to launch new smartphones under the Micromax brand during the Diwali Festival this year before 20th September 2018. “We will introduce a new Micromax smartphone on September 20, 2018,” he added.
He announced that the upcoming Micromax smartphones would be equipped with advanced technology features in the different price range. He said, "The next Yu smartphone will be priced between Rs 10,000 to Rs 15,000 and it will feature upgraded Around YU service." Keeping in mind go-to-market strategy (GTM strategy), Subhodip has revealed that the Micromax branding smartphones will be available for purchase exclusively at offline shops or brick and mortar stores, whereas the Yu Yureka branding devices will be available at online platforms.
While Responding to the answer of a question why the Micromax is quite away nearly for three quarters, he replied that company was troubling with some issues such as GST, demonetization effect and deterioration of 3G phone. Subhodip replied that initially, the company wanted to dissolve the outdated versions of smartphones and to then enter into the market with some strong market strategy.
Answering to a query whether Micromax would be able to gain large market share than Xiaomi, Subhodip stated, " Yes we did, but now we are ready to snatch it from them." By adding, that the Xiaomi has done a great job in the smartphone segment as well as offered good smartphones in the Indian market and achieved the great response from the Indian customers but their market strategy is weak that’s why he said Micromax has an edge.