Micromax starts Russia operations

NEW DELHI, INDIA: Indian handset and tablets maker Micromax is now gearing up for Russia.

Micromax, with its USP of pioneering meaningful innovations based on in-depth consumer understanding, would be operating through a partnership with VVP Group, one of the leading distribution houses in Russia. The partnership is a strategic move, which would provide good reach for Micromax in the region with a plan to make Micromax products available across the country, ensuring deeper shelf space and wider outlet spread.

Micromax will be introducing its popular Canvas series of smartphones and Bolt series of smart-feature phones which have been a trendsetter, which have already sold more than 35 million devices across the operating markets for Micromax in the past one year. The company will be launching 14 products in the Russian market in the initial phase, as the brand is already looking at gearing up to be among the Top 4 brands in Russia by the end of 2014. The company is ready with its service infrastructure across Russia with an aim of having more than 60 operational service centers by end of the month. Micromax will also have its exclusive service centers in strategic cities in Russia as the brand strengthens its presence across the country.

Rahul Sharma, Co-Founder, Micromax said: "At Micromax, our emphasis has always been to democratize technology for masses around the world through an innovative product portfolio. As we look to take Micromax to key international markets, we are excited to announce our foray into the Russian mobile handset market which has immense potential not only for smartphones and features phones, but also for innovative tablets and data products. Our initial focus in the Russian market is to replicate the success witnessed in our other markets in the last couple of years. We have carved the vision for ourselves to be the 1st Indian hardware brand to be global and set our footprint with Russia as the first developed market to venture into."

He further added, "We see a growing trend of data consumption through mobile devices in Russia, and we would be initiating partnerships with the leading operators in the region to aim at efficient data consumption on our devices in the coming year".

The company has also tied up with the leading VAS providers in Russia including Odnoklassniki, Russia's popular social network service; IVI.ru, Russia's first free video & music service; Viber, the leading global instant messaging application; Facebook; Twitter and M!Live giving users access to social connectivity and unlimited free online games.

Micromax plans to support the launch with a 360 degree branding exercise aiming to enhance the brand visibility in the region supported by marketing campaign across print, online and TV.