Micromax announces comeback

In past, the brand has been a big advertiser.

NEW DELHI: Popular Indian mobile manufacturer Micromax is poised to make a comeback with its "In" range of smartphones.

Micromax founder Rahul Sharma made the announcement, saying the homegrown company is once again looking to re-enter the smartphone market. In a video posted on Twitter, Sharma narrated Micromax’s journey – the brand’s growth to the top as well as the mistakes which were made on the way – and that it’s now ready for a fresh start.

Sharma stated that he does not condone the recent events playing out on the Indo-Sino border. At one point the number 2 smartphone maker in India, Micromax faced tough competition from Chinese brands, and was eventually forced to call it quits.

“The Chinese mobile manufacturers wiped me out in my own country. This time, whatever I do, will be for the sake of India," he said in the video, adding that he has taken PM Narendra Modi’s call of Atmanirbhar Bharat to heart.

Micromax, along with 15 other smartphone manufacturing companies, was approved for incentives under the government's Production-linked incentive (PLI) scheme.

Earlier this year, the Centre had amended the rules to the PLI scheme to make it more market-friendly by removing caps and other contentious clauses. The incentives range from 4 per cent to 6 per cent over a five-year period, provided the manufacturer makes smartphones valued at around $200.

According to a Reuters report, the approved companies are expected to make Rs 10,50,000 crores worth of smartphones in India.

A few years ago, brand Micromax was shining and thriving in the sub-Rs 10,000 and sub-Rs 5,000 segment phones. It also launched several premium smartphones and did an interesting campaign with Hollywood superstar Hugh Jackman.

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