NEW DELHI: In a bid to counter Chinese competition, homegrown Micromax Informatics, which is the country’s largest smartphone company, on Wednesday announced a new branding strategy targetting the young generation.
The company also unveiled a new brand identity with the launch of its new logo and brand philosophy ‘Nuts: Guts: Glory’.
While doing so, Micromax has unvieled several devices which included a smartwatch, new television, tablets apart from smartphones. A total of 19 products were introduced out of which 15 were smartphones. Micromax has outlined a 5-point strategy that will lead the charge for continued growth for the company.
“We have a strong focus for Make in India initiative as we intend to undertake 100% production of devices by 2017, up from 60% at present,” said Shubhojeet Sen, chief marketing officer of India, Micromax.
The company not only showcased a new line of smart TVs, but also announced the Canvas 6 and Canvas 6 Pro, launched only in India — the first Micromax phones to come with the ‘Around You’ platform for the aggregation of services.
Both the two new smartphones are priced at Rs 13,999.
Other smartphones launched at the event include the Micromax Bolt Supreme, Bolt Supreme 2, Bolt Q381, Canvas Spark 2+, Canvas Evok, Canvas Mega 2, Canvas Unite 4, Canvas 6, and Canvas 6 Pro.
Rahul Sharma, co-founder, Micromax Informatics said, “Our aim of achieving 100 million connected devices in the next two years, we want to make Micromax the largest services company in India.”