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How Chinese companies Emerged in India
Four years ago, Micromax’s office in Gurugram was at par with the likes of Google. The multi-storeyed building had open spaces, rooms aplenty, and even balconies and terraces where parties could be thrown.
Today, the company operates out of a single floor in a common office complex in Gurugram. The once-swanky office now has only a few cabins, far fewer employees, and is quite cramped. Incidentally, in 2014, Counterpoint Research put Micromax at the helm of the booming Indian smartphone market. It even surpassed Samsung, and shipped more phones than any other brand in India. In fact, home-grown smartphone brands such as Micromax, Lava, and Intex once cornered nearly 54% of the market share. The same brands have a less than 10% market share today. What really happened?Four years ago, Micromax’s office in Gurugram was at par with the likes of Google. The multi-storeyed building had open spaces, rooms aplenty, and even balconies and terraces where parties could be thrown.
Today, the company operates out of a single floor in a common office complex in Gurugram. The once-swanky office now has only a few cabins, far fewer employees, and is quite cramped. Incidentally, in 2014, Counterpoint Research put Micromax at the helm of the booming Indian smartphone market. It even surpassed Samsung, and shipped more phones than any other brand in India. In fact, home-grown smartphone brands such as Micromax, Lava, and Intex once cornered nearly 54% of the market share. The same brands have a less than 10% market share today. In fact, according to data from IDC, four of the top five smartphone brands in India are from China—Xiaomi, Vivo, Oppo and Transsion hold the 1st, 3rd, 4th and 5th positions, respectively. Samsung, which ousted Nokia from the Indian market, remains at number two, but is feeling the heat as well.
Meanwhile, Intex (which did not offer comment for this story) and Micromax have both been selling consumer appliances. Micromax says it sells nearly a million TVs every year, while Intex’s website proudly declares itself to be the number one Indian LED TV brand. Intex has also dabbled with air-conditioners and speakers.Micromax recently won a ₹ 15,00-crore deal from the Chattisgarh government to distribute 50 lakh smartphones —part of an emerging trend in politics where free phones are dangled to win over youth support.
But merely relying on such populist sops, or possible tie-ups with telcos, isn’t much of a strategy. Unless Indian phone makers can quickly figure out a way to go down the “relatively cheap premium route"—a segment OnePlus completely dominates— their hopes of a dramatic return to the dominance of 2014 may be dangling by a very tenuous thread.
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Today, the company operates out of a single floor in a common office complex in Gurugram. The once-swanky office now has only a few cabins, far fewer employees, and is quite cramped. Incidentally, in 2014, Counterpoint Research put Micromax at the helm of the booming Indian smartphone market. It even surpassed Samsung, and shipped more phones than any other brand in India. In fact, home-grown smartphone brands such as Micromax, Lava, and Intex once cornered nearly 54% of the market share. The same brands have a less than 10% market share today. What really happened?Four years ago, Micromax’s office in Gurugram was at par with the likes of Google. The multi-storeyed building had open spaces, rooms aplenty, and even balconies and terraces where parties could be thrown.
Today, the company operates out of a single floor in a common office complex in Gurugram. The once-swanky office now has only a few cabins, far fewer employees, and is quite cramped. Incidentally, in 2014, Counterpoint Research put Micromax at the helm of the booming Indian smartphone market. It even surpassed Samsung, and shipped more phones than any other brand in India. In fact, home-grown smartphone brands such as Micromax, Lava, and Intex once cornered nearly 54% of the market share. The same brands have a less than 10% market share today. In fact, according to data from IDC, four of the top five smartphone brands in India are from China—Xiaomi, Vivo, Oppo and Transsion hold the 1st, 3rd, 4th and 5th positions, respectively. Samsung, which ousted Nokia from the Indian market, remains at number two, but is feeling the heat as well.
Meanwhile, Intex (which did not offer comment for this story) and Micromax have both been selling consumer appliances. Micromax says it sells nearly a million TVs every year, while Intex’s website proudly declares itself to be the number one Indian LED TV brand. Intex has also dabbled with air-conditioners and speakers.Micromax recently won a ₹ 15,00-crore deal from the Chattisgarh government to distribute 50 lakh smartphones —part of an emerging trend in politics where free phones are dangled to win over youth support.
But merely relying on such populist sops, or possible tie-ups with telcos, isn’t much of a strategy. Unless Indian phone makers can quickly figure out a way to go down the “relatively cheap premium route"—a segment OnePlus completely dominates— their hopes of a dramatic return to the dominance of 2014 may be dangling by a very tenuous thread.
Hope u all have enjoyed my blog... like n share my blog and also don't forget to give your valuable feedback. 😊😊
credit of this work goes to livemint indian express
© All Rights Reserved
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