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Hammered by Chinese handset makers Oppo, Xiaomi, and Vivo, does Micromax stand a chance?

Gurugram-based Micromax is struggling for survival in a cut-throat market. Private equity players are exiting, but others see hope in a niche: featurephones.
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Gulveen
2 Sep 2019 9 Mins Read 1 comments
The Micromax office in Gurugram Getty Images
The Micromax office in Gurugram
In mid-2015, Micromax was poised to become the first unicorn of the Indian handset space with an equity deal with Alibaba almost in the bag. It was already the largest Indian player, and close to upstaging Korea’s Samsung as India’s top smartphone player. But neither happened, leaving the company without the much-needed cash to prepare it for what was about
this month. “We must remember that Micromax was one of the pioneers of bringing smartphones at very affordable price points for several quarters during 2014 and 2015, close on the heels of perennial market leader Samsung.… Maybe, it can pivot its focus now to new solutions for the new-age consumer,” IDC’s Singh says. “We have to wait and see.”
In mid-2015, Micromax was poised to become the first unicorn of the Indian handset space with an equity deal with Alibaba almost in the bag. It was already the largest Indian player, and close to upstaging Korea’s Samsung as India’s top smartphone player. But neither happened, leaving the company without the much-needed cash to prepare it for what was about this month. “We must remember that Micromax was one of the pioneers of bringing smartphones at very affordable price points for several quarters during 2014 and 2015, close on the heels of perennial market leader Samsung.… Maybe, it can pivot its focus now to new solutions for the new-age consumer,” IDC’s Singh says. “We have to wait and see.”

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