Once in India, not more than 4 years ago there were a time when big smartphone brands like Samsung, Micromax, Intex, Oppo, Vivo etc were ruling the Indian smartphone market.But in recent years the story is completely changed specially after the penetration of’Xiaomi’ popularly known as’Redmi’, the Chinese smartphone maker in Indian market.
Let me talk about’Micromax’, India;s own homegrown smartphone vendor, though it imports most of the equipments from China. Micromax spreads its business after the’NOKIA’ era, Micromax’s budget smartphone attracted many youth Indians. And the company sold millions of smartphones and feature phones in copmperatively low price.Due to its aggrasiveness in 2014 micromax became No. 1 top selling smartphone brand in quarter 4, after suppresing Samsung, the Holy market leader. But surprisingly micromax’s share come tumbling down from a healing 22% in Q4, 2014 as the market leader, to 14.1% in Q4, 2015. The first reason behind is the emergrence of new Chinese OEM(Original Electronic Manufacturer) into the Indian market.
After the coming of cheap Chinese smartphones people finds that Chinese phones are not only cheap but also fully featured, whereas Micromax’s phones are pretty much downgraded and slightly overpriced than them.
Insted of doing Research and Developement(R&D) Micromax just copied, rebranded and sold chinese smartphones in India.
Whereas Chinese manufacturers specially Xiaomi(Redmi) manufactures India centric budget smartphone only for India and only for Indians.Xiaomi’s introduced new business model’flash sale’ which creates hype among the Indian youths, where limited ammount of smartphone are sold in just few seconds. Flash sale helps Xiaomi to grow very fast.
Thus strong competition from from the Chinese manufacturers and the mismanagement and no future plan of Micromax’s owner gradually and iventually ruined its business. The lack of funds is also a cause.
Even now a days people don’t even know that micromax has an online only smartphone brand(subsidary)name "YU TELEVENTURES". Actually people don’t care when will Micromax launch its device or something, but on the other hand there remains a hype when will Xiaomi launch its devices.
Not only that Xiaomi captures the Indian market with its low budget, highly featured smartphones, and becomes the No. 1 smartphone brand in India in Just 3 and half years, defeating Samsung. But there is no sign of Micromax in top 5 list.