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Micromax undergoes brand refresh
MUMBAI: Micromax Informatics has unveiled its new corporate, brand and product strategy with the launch of ‘Micromax 3.0’. This is part of the company’s vision to be the top player in the Indian smart devices category and to enter the top five club of global handset manufacturers.
Micromax also unveiled a new brand identity with the launch of its new logo and brand philosophy ‘Nuts: Guts: Glory’. The new brand identity presents Micromax as a company that is bolder, modern, agile and armed with a winning attitude to take on the global smart devices market. The new logo is an evolution from the existing Micromax punch but a much more modernised version keeping in mind the global design language that appeals to the youth across the globe.
In its next phase of growth as Micromax 3.0, the company looks to further consolidate its status to be the top devices and services company in India. Micromax announced its aim to be the first Indian company to build a complete services ecosystem to complement the seamless experience over 100 million connected devices by the end of 2017. The company also announced a complete product enhancement of both its mobility and non-mobility segments to lead with world-class products as well as its entry into newer product categories.
Micromax Informatics co-founder Rahul Sharma said, “Today marks a significant milestone and new era for Brand Micromax as we take a new guard to propel our brand to the Numero Uno position. We are proud to be the first Indian brand to be in the top 10 brands globally and today we embark on our journey to be among the top 5 players in the world. Being a leader in our space, we also strongly believe that it is on us to enable an ecosystem that eventually brings world-class devices powered by relevant services at the convenience of consumers. With our aim of achieving 100 million connected devices in the next two years, we want to make Micromax the largest services company in India, consolidate our leadership position in overseas markets we are present, as well as enter new markets. We would also continue to invest in different service categories which interest our consumers to create a strong ecosystem within our brand for the most compelling and seamless experience.”
Services will now be a critical aspect in the company’s refreshed strategy, with a number of built-in capabilities and partnerships coming in to play. A key part of the services strategy would be to have an equity-level partnership in some of the services start-up ecosystem in India and across the world.
Micromax is now looking to invest in passionate entrepreneurs who have built solutions that will delight its customers while its VAS division will focus on building an ecosystem of content, applications, services and software experiences by partnering the best across the globe to build a powerful suite of innovations and native experiences to enhance and add value to its range of smart devices.
Over the past few years, Micromax has tested a few international markets including countries in SAARC and Russia, and claims to have established itself among the top three in all markets. Getting to No. 3 position in Russia in under two years has been a very critical aspect in this journey as the brand gears for its entry into other CIS countries and the Eastern European markets. Success in Russia has also helped the organisation to acquire sales strategies of evolved markets. It is definitely an exciting time at Micromax as it embarks on new clusters systematically with a vision to be among the world’s top 5 by 2020.
While services will now be a critical aspect of Micromax 3.0, the company also announced its refreshed product strategy to lead in critical product segments and sub-segments. As part of its product refresh, Micromax announced 20 new smart devices, right from smartphones, tablets and LED TVs. The focus will be to have an entire range of mobiles, tablets and LED TVs in different series at different price points to cater to the consumer needs across categories.
Additionally, Micromax recently invested in three new manufacturing units in India to ramp up domestic production and reduce dependence on imports. The company will have functional manufacturing units in Telangana, Madhya Pradesh and Rajasthan by 2017.