Micromax is trying to increase its market share in Indian market. They have collaborated with Flipkart for the launch of new series of mobiles. These devices will under mid-range smartphones.
Micromax was once a big name in mobile industry in India but over time with the introduction of mobiles from Chinese companies, it lost the battle and gradually lost its consumer base and market. So Micromax is now kind of reentering the market in collaboration with Flipkart.
Micromax has earlier been selling most of its smartphones through offline retailers but now is looking to strengthen its online market share. According to Flipkart, the mid-range devices have a share of 55% on their platform over the time period of October to December 2016 and this is the share Micromax is going to target.
With Flipkart it is trying to make a common exclusive brand. One of the first devices that Micromax is going to launch on Flipkart are from new Evok series, these smartphones will be in the range of rupees 6k to 12k.
Micromax is looking ahead to the launch of Evok Note and Evok Power smartphones, these devices will be exclusively available on Flipkart.
With this partnering with Flipkart, Micromax is aiming to establish itself on the online market. Now we just have to see how beneficial it is going to be for Micromax.
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