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Micromax , one of the leading domestic brands, today announced a complete overhaul of its market strategy to arrest stalling growth in smartphones. Primarily a mobile brand, Micromax has expanded its focus to tablet PCs, LED TVs and laptops and aims to become a complete consumer electronics player.

The company intends to ramp up domestic production to achieve its 100 percent ‘Make in India’ plans and reduce dependence on imports. It is optimistic of deploying additional functional manufacturing units in Telangana, Madhya Pradesh and Rajasthan by 2017.

Business head Ajay Sharma said,”Our future growth relies heavily on domestic manufacturing. We are aiming for complete local manufacturing by 2017″. Currently, the company claims to manufacture 60 percent of its offerings locally.

Micromax announces 19 products including Canvas 6 and Canvas 6 Pro smartphones.

It also announced the launch of its online store called Micromax Estore and has already started to take pre-orders of its new flagship Canvas 6 Pro.

Dubbing the new strategy as ‘Micromax 3.0’, it unveiled a new logo and brand vision to drive agility. Apart from the product lineup, it aspires to be a top services company in India by building an ecosystem around its customers. It will offer online services in the form of utilities, music, entertainment, travel, wallet and food to users.

“We are following a BPP model- Build, Partnership, Payments. Not just good products at competitive prices, we will also partner with the best of the online industry,” said CMO Subhajit Sen.

As part of its new strategy, Micromax announced 20 new smart devices across smartphones, Tablets and LED TVs. Going forward it will focus on catering to different price points for all its products.

Micromax is the only Indian smartphone brand to make it among the top 10 global smartphone brands. It boasts the third spot in Russia, within two years of its entry. By 2020, Micromax eyes to be among the top five globally in the smartphone segment.

Source : Times of India