How Micromax made it massive in India


Whereas Bharti Airtel Ltd has normally obtained good press—hosannas have been sung over its asset-light mannequin of growth and its pioneering choice to outsource info expertise (IT) operations, though the second didn’t work out very nicely for it will definitely, Micromax Informatics Ltd has at all times been seen as a little bit of an upstart, the scruffy (if street-smart) younger man who finds himself in an old school membership.

A part of that will should do with the truth that no Indian firm makes telephones (truly, nor does Micromax; like many others, it is determined by cell phone makers in Shenzhen, China, to take action).

A part of that will should do with its promoting, the standard of which ranges from the tasteless to the dangerous. One eminently forgettable advert featured Australian actor Hugh Jackman endorsing the model.

But, by working arduous to get the powerful price-value equation proper, paying massive bucks for cricket sponsorship and launching as much as 50 telephones a 12 months, Micromax has moved up from being listed within the bottom-five cell phone firms in India by market share to changing into the second largest a few years again, and now, primarily based on analysis information that’s already being questioned, the primary.

That deserves repetition: Micromax is India’s largest cell phone agency by market share.

Based on analysis by Hong Kong-based Counterpoint Know-how Market Analysis, Micromax had a 16.6% market share within the three months ended June, larger than Samsung Electronics Co.’s 14.4%.

Counterpoint isn’t precisely a identified identify and the numbers discuss with shipments not gross sales, however they do match on a pattern line.

Then, the Micromax story isn’t actually about numbers, though co-founder Rahul Sharma admitted it had crossed $1 billion (round 6,100 crore at the moment) in income in 2013-14. The agency is unlisted, however disclosed that as of 31 March 2013, its annual income was 3,168 crore. On 20 March, PTI reported that Micromax expects to hit $1 billion in income as on 31 March.

The story ticks all the best packing containers.

Unlikely founders: There have been 4. Rajesh Agarwal, Vikas Jain, Rahul Sharma and Sumeet Kumar. One among them, Agarwal, left the corporate on 9 August 2013, after being arrested in a case not associated to the corporate, however which some Delhi tabloids referred to as the “nice banquet corridor rip-off”. Micromax had then stated that Agarwal had give up the corporate to give attention to the authorized proceedings to clear his identify.

Clear technique: Delivering the best worth on the proper value appears to be the core of the corporate’s technique. It does this by making certain it has sufficient choices in a hyper-competitive market and basing its merchandise on off-the-shelf expertise (which is at all times cheaper than a proprietary one). And, lastly, it hasn’t ignored the opposite Ps of promoting both and has sufficient attain (130,000 stores in 560 districts throughout India) and spends lots on promoting.

The providential issue: Betting on Android. Want we are saying extra?

The fitting funders: On 20 September 2010, Micromax introduced that Sequoia Capital and Sandstone Capital Llc had taken minority stakes within the firm, following which Mohit Bhatnagar, managing director of Sequoia Capital, joined the corporate’s board. Madison India Capital additionally participated within the funding spherical, which totalled 200 crore ($43million).

Bhatnagar stated the first cause for investing in Micromax was the “ambition” of the founders. “After I appeared into (co-founder) Rahul’s eyes, I might solely see the ambition of constructing one thing actually massive. It made me take into consideration all of the issues that would go proper, quite than the issues that would go fallacious.”

Bhatnagar additionally recalled getting a name from the chief government officer (CEO) of a multinational handset firm, just a few days after the funding, “who phoned as much as inform me what a idiot I had been to place cash in an unproven firm and in a sector that was dominated by the Huge Boys, and the place success trusted model and distribution”.

Based on Bhatnagar, Sequoia Capital will keep invested within the agency as a result of “we’re right here for a really long run”. However he added that Micromax can not relaxation on previous laurels and has to “proceed to innovate quickly to remain forward”.

“They (Micromax) are higher off considering themselves as underdogs and challengers,” stated Bhatnagar.

Folks: Micromax’s fortunes at the moment are within the arms of Sanjay Kapoor, former CEO of Bharti Airtel’s Indian operations, and Vineet Taneja, former nation head for IT and cellular companies at Samsung’s India unit.

City legend: Each succesful model wants one, and it doesn’t get any higher than Home warriors Micromax and Xiaomi set to tackle the world (Mint, 6 August).

The significance of that technique half can’t be overstated. It’s on the coronary heart of the success of Micromax, which now sells dual-SIM telephones, 3G Android smartphones, 3D smartphones, tablets, mild emitting diode (LED) televisions, and even information playing cards. “We owe our success to our skill to grasp the Indian client,” stated Sharma, Micromax co-founder.

“Our complete ethos is about innovation,” he stated in an interview on Tuesday.

The corporate’s understanding of the Indian client isn’t distinctive. It displays an understanding of the price-value equation (learn: low on value, excessive on options) that many earlier than it have exploited, from Stencil shirts (bear in mind the model?) to, extra lately, Hyundai Motor Co. automobiles.

The thought is to supply options usually related to an costly telephone from one of many massive manufacturers at a value related to an assembled Chinese language-made telephone (and overlook the inherent logical lapse in that sentence—most big-brand telephones are Chinese language assembled.)

That is in all probability what Sharma calls innovation: Micromax was the primary in India to launch a telephone with 30-day battery life, dual-SIM telephones and telephones with Qwerty keypads at a value that will have nicely as soon as meant no keypad in any respect, and common remote-control cell phones.

Analysts agree that home-grown handset makers like Micromax and Karbonn Mobiles India Pvt. Ltd are giving their multinational counterparts a run for his or her cash. Manasi Yadav, an analyst at analysis agency IHS Inc., stated that high-end telephones haven’t been doing that nicely.

Vishal Tripathi, a principal analyst with analysis agency Gartner Inc.’s international client tech and markets crew, stated that India continues to be a predominantly characteristic telephone market and so it comes as no shock that Samsung, which has a number of high-end smartphones too, might need misplaced market share to home-grown firms akin to Micromax and Karbonn within the sub- 10,000 market.

Characteristic telephones are usually low-end telephones with restricted capabilities in comparison with smartphones. Some have fundamental multimedia and Web looking capabilities. In India, a market the place an estimated 60 million cell phones might be offered this 12 months, in line with analysis agency Convergence Catalyst, characteristic telephones nonetheless account for about 80% of all handset gross sales.

“Additionally, most telephone patrons gloss over options like higher display screen high quality and better response occasions if they will get a telephone that has a giant display screen and is offered at the same value to a handset with, say an AMOLED display screen,” stated Tripathi, including that firms like Micromax have additionally been enhancing their distribution channels, and are going to smaller cities to extend gross sales.

Shoppers need high-performance telephones that don’t value lots, stated Karan Thakkar, a analysis analyst at Worldwide Information Corp. (IDC).

In a research performed by IDC in April, 56% of the respondents stated they changed their smartphone inside two years of its buy. “In such a case, customers have an outlook of two years for a tool lifespan and subsequently will look out for inexpensive choices; that is the place Indian and Chinese language manufacturers are choosing up,” stated Thakkar.

That would pose a problem for Micromax.

Chinese language manufacturers akin to Xiaomi and Gioni, and Google’s Motorola function in an overlapping value band with it.

Chinese language smartphone maker Xiaomi introduced its entry into the Indian market by way of e-commerce platform, and is seeking to construct its crew within the nation.

On 29 July, Flipkart and Xiaomi stated the week’s total Mi 3 mannequin inventory was offered out in 5 seconds on The press assertion claimed that 250,000 customers concurrently accessed the Mi 3 web page shortly after the sale opened. Xiaomi stated the overall variety of Mi 3 units offered on Flipkart was 20,000 until July finish.

The model, often called the Apple of China, expects to promote near 60 million models globally by the top of this 12 months, and is near launching its operations in Indonesia, Brazil and Mexico, adopted by Thailand, Vietnam, Turkey and Russia, Hugo Barra, Xiaomi’s international vice-president, stated on the launch of its first merchandise in India.

Samsung, too, introduced the launch of three low-cost smartphones in July, together with a 3G-enabled handset, to increase its sub- 10,000 class to seven units. The three units help 12 Indian languages.

Furthermore, the expansion of smartphones gross sales is outpacing that of characteristic telephones. It’s right here that Samsung retains its edge with a 25.3% market share in contrast with Micromax’s 19.1% share, in line with Counterpoint. Different analysis corporations peg Samsung’s market share at over 30%.

Micromax’s Sharma is unfazed. “Competitors was there proper from the day we started operations,” he stated. “We’re right here for the long run, which explains why we have now a producing unit in Rudrapur (Uttar Pradesh), apart from our contract manufacturing models. Our job is to determine gaps and make merchandise to fill these gaps.”

Mistaken quantity?

Most rival analysis corporations declined to remark in the marketplace share numbers.

Emails and textual content messages despatched to Samsung searching for feedback too went unanswered. In addition to, analysis corporations akin to Worldwide Information Corp (IDC), Gartner Inc, and Convergence Catalyst are but to publish their June quarter numbers.

“For the March quarter, there was an enormous margin distinction between the numbers (Samsung and Micromax). So Micromax overshooting Samsung’s numbers appears a little bit arduous until one thing important occurred that we don’t know of. Firms like Apple or HTC have been sustaining their market share and cargo numbers. Within the case of Samsung, since its market share has been enormous, the expansion has been slower,” stated Manasi Yadav, an analyst at analysis agency IHS Inc.

“You’ll have to anticipate our revealed numbers (to check Samsung’s market share with that of Micromax and others) ,” stated Vishal Tripathi, a principal analyst with analysis agency Gartner’s international client tech and markets crew.

Karan Thakkar, a analysis analyst at IDC, admitted that there was a contraction in Samsung’s quarterly volumes, whereas Micromax’s gross sales have been choosing up persistently.

Nonetheless, within the March quarter, Samsung offered 6.1 million models versus Micromax’s 2.7 million models, in line with IDC’s Thakkar.

“When it comes to worth, the common value of Samsung is far more than the common value of Micromax, so the distinction within the worth occurs to be important,” he added.

Micromax claims to promote about 2.3 million mobility units each month, with a presence in additional than 560 districts by 125,000 stores in India.

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