This partnership is essential for Micromax as it is going to launch a midrange device soon. As per the company, midrange devices enjoyed a market share of 55% on Flipkart during the period of October – December 2016.
Micromax already has a good presence in the offline market and with Flipkart’s expertise in online marketing, Micromax aims at establishing an exclusive brand and increasing its penetration in the online market. Micromax will soon launch two new devices under its Evok series. The devices, dubbed as Evok Note and Evok Power will be launched exclusively on Flipkart. This will be the first device from Micromax outside the Yu series to be available online only.
Targeting the mid-range, Micromax and Flipkart will be working together to invest in and build a common exclusive brand. Micromax has also been fairly silent of late, so this new partnership aims to increase the company’s online market share and penetration in Tier 1/2/3 markets. The announcement also revealed that Flipkart had a 55% marketshare in mid-range smartphones in the quarter December (period of October, November and December). If you remember, Xiaomi had entered India with a range of Flipkart exclusive smartphones. The Mi 3 was a wildly successful smartphone that was launched a few years ago on Flipkart. Motorola also relaunched itself in India with the Moto G exclusively on Flipkart. Micromax, on the other hand, has expertise in the offline market. With this partnership, the company aims to increase its online footprint.
