Micromax 'The Indian Smart Phone Company'

Micromax is an Indian consumer electronics company headquartered in Gurgaon, Haryana. It was established as an IT Software company operating in the Embedded Devices Domain. It later entered the Mobile Handset business.

Micromax was incorporated as Micromax Informatics Ltd. on 29 March 2000 by Zeeshan Ali Zaidi. It began selling mobile telephones in 2008, focusing on low pricing to compete with international brands.

By 2010, Micromax was one of the largest domestic companies making handsets in the low-cost feature phone segment in India. As of Q3 2014, Micromax is the Tenth Largest Smart phone vendor in the world. The company is facing stiff competition from Chinese companies that are penetrating the Indian market. The company also owns YU Televentures, which sells its products under the brand name YU.

The company has also introduced handsets with innovative features. For instance, Micromax's co-founder Rahul Sharma once saw a public call office being powered by a truck battery because of frequent power cuts in its locale.

This prompted him to launch a feature mobile phone with a long battery life.This was the X1i phone, Micromax's first telephone with a month-long battery back-up.

In 2014, Micromax's sales in India exceeded those of Samsung. It became the mobile telephone manufacturer shipping the most telephones in one quarter in India. On 24 January 2014, Micromax became the first Indian mobile company to sell in Russia.

As of 10 April 2016, Micromax announced a strategic partnership with digital payments company TranServ and major global payments technology Visa to offer the next generation of payment solutions in India.

In 2010, Micromax entered the tablet computer market with the debut of the Funbook series. Micromax launched its first eight-core flagship smartphone, Canvas Knight A350, in January 2014 for the Russian market.

In the same year, Micromax launched the Android One smartphone, Canvas A1. In November 2014, Micromax partnered with Cyanogen Inc. to provide Cyanogen-based smartphones in India, under the brand name YU.

Micromax launched Micromax Canvas Sliver 5, which it claimed was the slimmest telephone in the world on 17 June 2015. While most of Micromax's smartphones run the Android OS, the company also markets smartphones that operate Microsoft's Windows Phone.

The company is an official Windows Phone 8.1 hardware partner. In June 2014, it launched two Windows smartphones, the Micromax Canvas Win W092 and the Micromax Canvas Win W121.

A year later, Micromax announced the launch of Micromax Canvas Unite 4 and Canvas Unite 4 Pro. Both these smartphones run on Indus OS 2.0. The Canvas Unite 4 is powered by a 1.0 GHz quad-core processor with 1 GB RAM. The Micromax Canvas Unite 4 Pro had more powerful specifications, featuring a 1.3 GHz quad-core processor with 2 GB RAM.

In 2016, Micromax Canvas Mega 2 was launched and shipped with a massive 6-inch screen. This device is classified within the budget segment, selling for Rs 6,500.

In an attempt to regain market share lost to Chinese competitors, Micromax has announced Micromax Vdeo Series 4G Mobiles. Vdeo series is aimed at entry-level smartphone buyers, or first-time smartphone users.

This has been the strong hold of Micromax in India. Micromax have also introduced these phones in Russia. So far, Micromax has already launched 3 models - Vdeo 2, Vdeo 4, and Vdeo 5. The company is expected to consistently update this range with new iterations.

With the entry of Jio services, India has witnessed tremendous adoption of 4G enabled mobile phones. To capture these early first time 4g adapters, Micromax has started rolling out basic smartphones with 4g capabilities under the Bharat series. So far, the company has already launched Bharat 2 - which is considered as one of India's cheapest 4G mobile phones.

In an attempt to reinvent itself, and to enter the premium segment, Micromax has announced the entry of Micromax Dual 5 and Micromax Dual 4 in India.

Later in August 2017, Micromax launched its first bezel-less smartphone with an aspect ratio of 18:9. This device called Canvas Infinity still fell within the budget category. For Rs 5,000, users enjoy other features such as the 16 MP Front Camera.

Bharat 2, which was introduced in Q3 2017 became the largest selling phone in the under Rs 5,000 budget segment in India. The company will expand its Bharat series of phones and will launch Bharat 5 in India.

This is the sixth Micromax phone under the Bharat series. Earlier Micromax launched - Bharat 1, Bharat 2, Bharat 2 Plus, Bharat 2 Ultra, Bharat 3 and Bharat 4.

Micromax started manufacturing LED televisions and tablets at its factory in Rudrapur (SIDCUL), Uttarakhand, in April 2014. As of August 2015, Micromax was set to start a ₹500 crore manufacturing plant in Rajasthan's Alwar district after the signing of a Memorandum of Understanding (MoU) between the Rajasthan government and Bhagwati Products Ltd. The company also plans to set up a manufacturing plant in Hyderabad with an investment of about ₹400 crore to ₹500 crore.

Actors Akshay Kumar and Twinkle Khanna were the first celebrities to endorse Micromax Mobiles. Hugh Jackman is the brand ambassador of Micromax and appeared in a commercial in 2013 for its first flagship smartphone, the Canvas Turbo A250,and for the Canvas 4 and Canvas Sliver 5 thereafter. In July 2013, actor Chitrangada Singh posed for the Canvas 4 smartphone in New Delhi. Presently, Anil Kapoor is the brand ambassador for consumer electronics in India.