Feature

Unknown Turf

As Chinese players increase their dominance over the Indian smartphone market, Micromax hopes to regain some of its lost glory

Vishal Koul

silent revamp has been in the works at Micromax over the past few months. Its market share had eroded significantly from 19.1% in 2014 to 5.3% in March 2017, pulling down the company from its erstwhile number two spot and out of the top five selling smartphones brands in the country.  On the other hand, Chinese players who were nowhere in the picture in 2014-15, today make up for around 43% of the smartphone market according to research by Counterpoint Technology Market Research. A strategy overhaul was definitely overdue.