Changing Indian mobile market.

A new leader is emerging in mobile market with 22% total market share and rise of around 11% market share as compared to last fiscal. The leader’s name is – Micromax. Micromax mobile phones have captured Indian market rapidly during last couple of years. Samsung is the company with highest market share in India but it’s market share has fell around 10% during one year. One major reason behind popularity of Micromax phones is it’s cost effectiveness. Everyone likes to have a smart phone with all in built applications but people do not want to pay hefty price for this. Micromax mobile phones with all smart applications and latest features are available at very less price when the prices are compared with other reputed manufacturers.

Manufacturers like Samsung, Nokia, Lenovo and other have dropped their prices to compete with Micromax but have failed to sustain their position in the market. With its expansion in the market, Micromax has also improved its product quality, brand building, vintage and post sales support and service. People have an easy option to have a smart phone in price range of 5000-10000 rupees with all latest features. Mixcromax has strategically segmented the market with their paying capacity and requirements. Student’s product range is between 4000 – 10000, middle professionals range is between 7000 – 12000 and higher level professional’s product price range is between 10000 – 18000.

The other reason behind success of Micromax is it’s availability in the retail market. Micromax phone’s all latest models are easily available in all major retail stores, mobile markets. From metropolitan cities to small towns and villages, Micromax has set very good distribution network which ensures the availability of it’s all best selling models. So, Micromax’s success is not a co incidence, it’s all strategic.

It is expected for Micromax to retain and expand it’s position in the market and Micromax rule is expected to continue, provided its ability to sustain the position in the market with flexibility and transformation according to the market trends.