'Micromax plans a 360 degree branding...'

How has been the response for Micromax mobiles in India so far? What percentage of market size share, and products are you focusing at present?

Through our emphasis on adapting to the changing market dynamics, introducing feature-rich phones and smartphones that are innovative and unique, Micromax today has become a brand to reckon with. Micromax is indeed privileged to have consumer confidence, which has enabled us to establish ourselves in India in such a short period.

The latest reports from independent resources states that we rank second (7.1% market share) and rank third among the handset players in unit shipment sale with a market share of approximately 4%.

With the changing product mix, we are tweaking our distribution strategy, which was earlier feature phone-centric.

What are the company's expansion strategies in India and what are your plans on foreign expansion?

Driving the next phase of growth, the company is expanding aggressively in India and globally. Today, Micromax has presence across India and global presence in Bangladesh, Nepal, Sri Lanka, Maldives, UAE, Kingdom of Saudi Arabia, Kuwait, Qatar, Oman, Afghanistan, and Brazil and plans to explore the African market which possess great potential for growth for us as well as the customers.

Micromax is expanding its operations overseas. So, what would be the company's focus, retails strategy, and investment there?

At Micromax, over the last 3 years, we have tried to reach closer to our customers, identifying need gaps, not necessarily pertaining to an existing category, and then converting them into commercial product based solutions. The R&D focus at Micromax has helped to capitalize on these untapped consumer needs and provide products that make one's life easier and provides a solution to their mobility problems.

We'll target the youth of the region with our varied goods and believe that we will probably be in a position to produce a new segment with each of our goods in the new markets. To attain positioning and to enhance model visibility in the territory, Micromax aims to undertake a 360 degree branding exercise and the focus will be on activities like, store branding, merchandisers in key retails and channel marketing.

What percentage of revenue contribution are you looking at from the international operations?

We wish to seek approximately 12-15% of the revenue to come from international division and are extremely hopeful of achieving the same seeing the brand confidence the customers have expressed in our limited overseas expansion till date.

Which products and investments are you looking to offer on foreign turf?

Our main focus in international market is to understand the needs of the consumers in the different market and develop our R&D based on their utility. A product designed for the Indian consumers may not find use in Sri Lanka or they may require some other wproducts to make their life simpler.