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
Introduction
On October 16, 2020, Rahul Sharma (Sharma), CEO of India-based smartphone maker Micromax Informatics Limited (Micromax), announced the re-entry of the brand into the Indian smartphone market with a new range of affordable smartphones called ‘In’. A rising intense anti-China sentiment in India following the Indo-Chinese standoff at Galwan province of Ladakh on June 15, 2020, and Indian Prime Minister Narendra Modi’s call for an AatmaNirbhar Bharat (self-reliant India), had reportedly prompted Micromax to make a comeback after a nearly two-year-long hiatus. Commenting on the company’s comeback plans, Sharma said, “We want our old position back. That is the target, else we would not be making this comeback. We understand the sweet spot of this market and you will have a Micromax product disrupting all of these sweet spots. We have the infrastructure and manufacturing set-up in place and are investing big time in R&D. We are here to disrupt.” ..
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