Multiple sims were a sign of luxury as this also meant having multiple phones. They did not stop with the XJi model.ĭuring this period dual sim phones were unheard of. Taking a look above you must have already realized that that one of the core principles that Micromax relied on was fixing gaps in the Indian markets. Within a few months, Micromax had turned itself from a 10 crore/ annum business into a 100 crore/annum business.
Their efforts finally bore fruit as the company sold all of the 10,000 phones in only 10 days with the market asking for more. In order to resolve this Micromax turned to their existing terminal distributors who took a lot of convincing but eventually agreed. Unfortunately, they couldn’t find a new distributor as they were new entrants in an established market with the likes of Nokia. They decided to target rural areas as these were plagued by electricity cuts.
By doing this Micromax launched its first mobile phone i.e. Micromax relied on these OEM’s and began working with Chinese companies like Oppo, Vivo, Gionee, and Coolpad to manufacture its phones in China. These OEMs would produce equipment as desired which would then be shipped into India and later marketed and sold by Micromax. The manufacturing of the phone would take place in China by OEM’s( Original Equipment Manufacturer).
Micromax decided to create a new phone whose battery lasted for 30 days. Sharma managed to convince the founders and they decided to risk entering the market. This was because the market was then dominated by the likes of Nokia, Samsung, Motorola, and LG. Sharma took this idea to the other founders at Micromax who were skeptical of its success. He saw an opportunity and understood how revolutionary a low budget phone with a long battery life could be in India. He charged the battery in another village overnight, bringing it back to help power the phone the next morning.Īlthough astonished Sharma was able to come to terms with the electricity problems India faced. This intrigued Rahul Sharma and on questioning the truck driver he was told by the truck driver that he actually made his living this way. Rahul Sharma was introduced to the idea of fixed wireless terminals by one of his Finnish colleagues. Micromax in the early 2000s was largely a software company known as Micromax Softwares. In fact Rahul Sharma one of the most prominent figures in Micromax only joined the company along with Sumeet Arora and Vikas Jain as equal partners in 1999. The company was later called Micromax Informatics. It started out as a distributor of computer hardware for different brands like Dell, HP, and Sony. When Micromax was founded in 1991 by Rajesh Agarwal it was never a phone company. Many of us would remember Micromax from its fame in the 2010s as a mobile phone manufacturer. What happened to Micromax – Factors that led to the fall!.
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