The company said that the new avatar is inspired by the fun, bold and aspirational Indian millennials, who are looking for performance oriented products for their digital journey on the go. The brand colour and overall visual identity is inspired by India’s blue colours. It plans to holistically build and grow the smartphone ecosystem, where Indian consumers can truly benefit.
To begin the strategic re-entry into the smartphone segment, Micromax plans to invest Rs. 500 crore and will build products from ground-up for the new-age Indian consumer. It will be introducing a new range of smartphones under the ‘in’ brand.
Micromax said that it has state-of-the-art manufacturing facilities in Bhiwadi and Hyderabad and has a capacity of producing over 2 million phones per month. It is working on strengthening its already established retail and distribution network. Currently, it has a retail presence of more 10K+ outlets and over 1000+ service centres across India.
Rahul Sharma, Co-founder, Micromax launching the ‘in’ brand, said:
We are delighted to make a comeback in the India market with our sub brand ‘in’. When you have the word India or ‘in’ on you, it gives you a sense of responsibility. The weight of a billion hopes. But bigger than anything is the pride it gives. Our endeavour is to bring India on the global smartphone map again with ‘in’ mobiles.
India is one the top five mobile gaming markets in the world, and with the ‘in’ brand we will provide a bona fide choice that will allow consumers to edge ahead with high performance oriented products, without infringing on their privacy.