Micromax Returns
| Case Code: MKTG431 Case Length: 11 Pages Period: 2014-2020 Pub Date: 2021 Teaching Note: Available |
Price: Rs.300 Organization : Micromax Informatics Limited Industry :Technology & Communications Countries : India Themes: Marketing Strategy, Brand Revival, Marketing Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background Note
Micromax was incorporated originally in 2000 as an IT company. It was only in 2008 that the company started manufacturing mobile phones when its founders – Rahul Sharma (Sharma), Vikas Jain (Jain), Rajesh Agarwal (Agarwal), and Sumeet Arora (Arora) – decided to expand and distribute their IT hardware business. Though a late entrant into the thriving Indian smartphone market, Micromax differentiated itself by offering feature rich smartphones at affordable prices. It launched its first mobile phone, the Micromax X1i, in 2008. Priced modestly, this phone offered a 30-day battery life and became a huge hit in rural India where people did not have regular access to electricity..
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