Micromax Mobile
A study report on the ‘Brand’ Micromax
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By Punyadeep Singh
PRN 59, MBA 09-11, SIOM
Introduction
The mobile phone market in India is worth 130 million handsets annually. While the big boys like Nokia, Samsung, LG, Motorola and Sony Ericsson make up for 70% share, the market has of late seen a slew of domestic firms such as Micromax, Karbonn and Intex making large inroads and new established brands like Videocon and Onida entering the field.
Among the domestic firms, one of the most promising brand is Micromax. Few years ago, when Vikas Jain’s firm was delivering computer printers and monitors across India, he saw first-hand how pervasive Nokia had become.
Just as in Europe, where most people’s first mobile phone was made by the Finnish giant, it had repeated the trick of getting in first and carpeting the subcontinent with its no-frills handsets.
Despite Nokia’s dominance, the Indian mobile-phone market was far from being saturated. Jain saw his chance. From a standing start two years ago, his company, Micromax, is now churning out 1 million phones a month. He believes that next month it could overtake Samsung, with 11% of the market, and seize second place in India.
“When Nokia or Samsung roll out a new model they do so from its global portfolio rather than launching something specifically for India,” said Jain, who set up the company in 1990s along with three friends from engineering college--Rahul Sharma, Rajesh Agarwal and Sumeet Kumar, all of whom are in their mid-30s to early 40s.
Micromax, started operations in 1991 as an embedded software design firm, but was incorporated as a company in 1998, when it branched out as a distributor of computer peripherals such
| |
| |
By Punyadeep Singh
PRN 59, MBA 09-11, SIOM
Introduction
The mobile phone market in India is worth 130 million handsets annually. While the big boys like Nokia, Samsung, LG, Motorola and Sony Ericsson make up for 70% share, the market has of late seen a slew of domestic firms such as Micromax, Karbonn and Intex making large inroads and new established brands like Videocon and Onida entering the field.
Among the domestic firms, one of the most promising brand is Micromax. Few years ago, when Vikas Jain’s firm was delivering computer printers and monitors across India, he saw first-hand how pervasive Nokia had become.
Just as in Europe, where most people’s first mobile phone was made by the Finnish giant, it had repeated the trick of getting in first and carpeting the subcontinent with its no-frills handsets.
Despite Nokia’s dominance, the Indian mobile-phone market was far from being saturated. Jain saw his chance. From a standing start two years ago, his company, Micromax, is now churning out 1 million phones a month. He believes that next month it could overtake Samsung, with 11% of the market, and seize second place in India.
“When Nokia or Samsung roll out a new model they do so from its global portfolio rather than launching something specifically for India,” said Jain, who set up the company in 1990s along with three friends from engineering college--Rahul Sharma, Rajesh Agarwal and Sumeet Kumar, all of whom are in their mid-30s to early 40s.
Micromax, started operations in 1991 as an embedded software design firm, but was incorporated as a company in 1998, when it branched out as a distributor of computer peripherals such