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Micromax re-enters smartphone market; company says PLI scheme will allow Indian brands to compete globally

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Micromax re-enters smartphone market; company says PLI scheme will allow Indian brands to compete globally

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Ridding on the back of ongoing vocal for local campaign and the rise in anti-China sentiment, Micromax decided to make a comeback in the smartphone space with a new brand called 'IN'.

The consumer tech space, and especially the smartphone sector in India, is highly competitive. In fact, it changed and disrupted completely with the entry of Chinese brands about 5-6 years ago.
Many brands thrived, some merely survived but some had to shut shop because they simply could not fight the competition. One such brand is Micromax that completely disappeared from the smartphone market despite seeing massive momentum around 2014-2015, simply because they could not survive the competition.
However, things changed completely for the company in 2020. Ridding on the back of ongoing vocal for local campaign and the rise in anti-China sentiment, Micromax decided to make a comeback in the smartphone space with a new brand called 'IN'.
CNBC-TV18's Megha Vishwanath spoke to Rahul Sharma, co-founder of Micromax India at their Bhiwadi, Rajasthan facility to understand the journey and the road ahead for the company.
Watch video for more.
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