The Indian smartphone maker Micromax which became dormant in the Indian smartphone market due to decreased demand, after the entry of Chinese players like Xiaomi, Oppo etc in the mid-range smartphone segment, is now attempting a comeback with a new lineup of devices under its ‘YU’ brand.
The homegrown player is now looking to regain its hold in the hyper-competitive Indian smartphone market. Micromax co-founder Vikas Jain stated that the Indian smartphone market has witnessed an extensive modification in the last few quarters, especially after Reliance Jio launched its services in 2016.
“From low connectivity, the country is now among the highest consumers of data globally. And with that, consumer preferences for devices have also evolved. So, over the past few quarters, we went back to the table to understand consumer needs and bring devices that are suited these requirements,” Vikas Jain said.
Micromax’s subsidiary YU has launched a new smartphone known as YU ACE at the price of Rs 5,999 and will be available only online. “We will have three more devices under ‘YU’ over the next few months,” Jain claimed.
Stating about the latest launch, Micromax Chief Marketing and Commercial Officer Shubhodip Pal claimed that ‘YU ACE’ is a gamechanger in the mid-range 6,000 smartphone category.
Micromax once used to be a leading player in the Indian smartphone market but it started losing its preference after the entry of the Chinese players. These players were rolling out a multitude of devices and investing aggressively to woo Indian buyers.
The Indian smartphone market, which is among the largest globally is at present being dominated by players like Xiaomi and Samsung. The other leading players in the top 5 include vivo, Oppo and Transsion.
“Our attempt has always been to democratize technology for the masses. We will continue to focus on innovation and create products that understand the needs of our consumers,” Shubhodip Pal said talking about the new YU ACE.
The new Micromax device YU ACE has the following features:
– 5.45-inch display
– 2GB RAM
– 16 GB internal memory
– 13MP rear and 5MP front camera
– 4,000mAh battery
Let us see what impact does the new homegrown device make on the Indian smartphone buyers.