After CES splash, Micromax plans to go global, starting with Russia

Last year Micromax roped in Wolverine star Hugh Jackman to promote the Canvas Turbo, and there was wide speculation about the company’s plans to expand to international markets. And, it’s true after all. At CES 2014, Micromax co-founder Rahul Sharma revealed to Times of India about the company’s global ambitions. The company will start selling its phones and tablets in Russia starting January 24.

Micromax is one of the first Indian companies to make its presence felt at CES. The company showcased its Canvas LapTab - a dual-booting Windows 8 and Android tablet – that will be available from early February. The LapTab is the company's first Windows device and it's also Micromax's first deal with Intel, which is providing the Atom chipset within the laptop. This does show the company has broken through a ceiling by striking deals with two major tech forces in making the LapTab a reality.

Micromax showcased the dual OS LapTab at CES 2014

Micromax showcased the dual OS LapTab at CES 2014


That doesn't change the fact that a wider international play could stretch the company thin. Talking about the Russian market, Shubhodip Pal, Micromax’s chief marketing officer told Firstpost last year, "As far as Russia is concerned, the market that is very similar to India. It has 143 million people with 85 percent internet penetration. Also people change their handsets every 11 months there. Mobile internet is also growing there in a big way, mobile internet consumption is growing as well. We feel that if we crack Russia, the rest of the European market should not be a problem."

In a previous report, we had heard about the company’s plans to target the European market too. We won't have to wait too long to see how the company performs in its first big foray. With a January launch, the first numbers will start trickling in by the end of Q1 and beginning of Q2. And as we have said before, Indian companies have to spruce up their act in quite a few areas, before they can make a dent in the international market. That will really prove if Micromax can make good on its international ambitions.


Published Date: Jan 10, 2014 11:49 am | Updated Date: Jan 10, 2014 11:49 am