Micromax India’s largest domestic smartphone vendor is on the offensive and in its third phase of growth, went on to launch 15 new handsets including two flagship devices, in Canvas 6 and Canvas 6 Pro. The devices are 4G capable and are the first in the Micromax’s smartphone portfolio to feature Finger Print Scanner and a full Metal Body design. The vendor would start accepting the pre-orders for them, on its newly launched e-commerce portal.

Micromax was India’s second largest smartphone vendor in 2015, per our latest report available here from the Handset Country Share Tracker (HCST) service.  The vendor went aggressive on the 4G segment in India only in H2 2015 and is aiming to be in the top three positions in the segment which was dominated by global players to include Samsung, Lenovo – Motorola and Apple in Q4 2015.

Micromax, also in its bid to redefine the brand image has introduced a tweaked logo and a new tagline ‘Nuts, Guts, Glory’. In its third phase, the vendor is also betting on services as a differentiator in the intensely competitive Indian smartphone market, where hardware will increasingly cease to be the selling point and all the more with the continuous influx of Chinese smartphone vendors. Micromax 3.0 as analysed in our detailed insight report on this vendor, would be about building an ecosystem on services focussed around Entertainment, Healthcare, Gaming and Utility.  The services would be integrated as ‘AROUND’ on the new devices and can be accessed by a single sign in and payed for from the native Udio wallet. The Udio wallet was launched recently in partnership with TranServ and Visa.