Consumer electronics brand, Micromax on October 16 unveiled a new sub brand ‘in’, as it makes a comeback in the smartphone segment.
The announcement comes on the heels of the PLI approvals sanctioned by the government, moving a step closer to realising the vision of Aatmanirbhar Bharat.
Micromax co-founder Rahul Sharma unveiled the ‘in’ brand on October 16. On the brand introduction of ‘in’, he said:“We are delighted to make a comeback in the India market with our sub brand ‘in’. When you have the word India or ‘in’ on you, it gives you a sense of responsibility – the weight of a billion hopes. But bigger than anything is the pride it gives. Our endeavour is to bring India on the global smartphone map again with ‘in’ mobiles.”
“India is one of the top five mobile gaming markets in the world, and with the ‘in’ brand we will provide a bona fide choice that will allow consumers to edge ahead with high performance-oriented products, without infringing on their privacy,” he added.
The new avatar is inspired by fun, bold and aspirational Indian millennials, who are looking for performance-oriented products for their digital journey on the go and are set to drive India’s success story. The brand colour and overall visual identity is inspired by “India’s blue colours.” With its brand promise to bring uncompromised performance and a secure user experience, Micromax plans to holistically build and grow the smartphone ecosystem, where Indian consumers can truly benefit.
To begin the strategic re-entry into the smartphone segment, Micromax plans to invest Rs 500 crore and will build products from ground-up for the new-age Indian consumer. It will be introducing a new range of smartphones under the ‘in’ brand.
Micromax has state-of-the-art manufacturing facilities in Bhiwadi and Hyderabad. The brand has a capacity of producing over 2 million phones per month. Furthermore, the brand is working on strengthening its already established retail and distribution network. Currently it has a retail presence of more 10,000 outlets and over 1000 service centres across India.