In a bid to target the growing Indian online channel segment, Micromax entered into a strategic partnership with Fipkart. The new Evok series of smartphones from the vendor to be made available in this month and would be exclusive to Flipkart. Micromax was the leading Indian Smartphone vendor in 2016, per our latest report, available here, from the Handset Country Share Tracker (HCST) Service.

The vendor has been under intense pressure owing to heightened competition from Chinese vendors. Our analysis confirms to Micromax smartphone shipments declining by -26% YoY in 2016. An exclusive partnership with Flipkart helps it to tap the growing online channel segment, as the offline market gets increasingly crowded.

Under the Evok series Micromax announced two new smartphones in Note and Power. While Evok Note would be at a wholesale priced at US$125, the Power would be positioned in the entry segment at US$97. While the former has a metal design the latter comes with a rubber grip around the body.