Micromax, once India’s leading smartphone brand, is making a comeback.
Leveraging anti-Chinese sentiment stemming from border tension and Prime Minister Narendra Modi’s Atmanirbhar Bharat vision, Micromax is launching a new sub-brand called “In,” which looks like an abbreviation for India. As part of its resurrection, Micromax is planning to invest Rs 500 crore to build new products “from scratch” for Indians. Details of this new brand are not available, but Geekbench showed a Micromax phone.
Micromax In 1a, as listed, may be the first smartphone with the new In branding. Its Geekbench listing shows a MediaTek Helio P35 processor and 4GB of RAM. It will run Android 10 software, although it’s not sure if it will be the standard version or the scaled-down version of Android Go. Other details like camera specs, display size and storage on the Micromax In 1a are unknown at the moment.
A previous report suggested that Micromax’s next smartphone will cost less than Rs 10,000. This means we could be looking at a budget – or perhaps an entry-level smartphone – from Micromax. The pricing is in line with Micromax’s previous smartphone portfolio that once catapulted the brand to the top of the smartphone market in India.
Commenting on the launch, Micromax co-founder Rahul Sharma said: “We are delighted to make a return to the Indian market with our ‘in’ sub-brand. When you have the word India or “in” on you, it gives you a sense of responsibility. The weight of a billion hopes. But greater than anything else is the pride it gives. Our commitment is to bring India back to the global smartphone map with “in” “mobile phones.
Sharm also released a video announcing the return of the Micromax brand to the Indian smartphone market with a very patriotic tone. Only time will tell if the next Micromax is going to be a big hit and get Chinese brands out of the park.
Indian Micromax is returning to stores near you. Will you stop buying Chinese phones now?
- Micromax will soon return to the smartphone market in India.
- It will launch a new sub-brand called “In” in India.
- The first phone with this sub-brand could be called In 1a.