While most of India associates Micromax with smartphones, the company is making important strides in the television segment and is already in the top 5 with a 12.5 per cent market share.
“We have seen a lot of exits in the segment with companies like Toshiba and AOC not as active as before. This has given us a good space to grow in the value segment,” said Sunil Dutt Sharma, business head of consumer durables and Micromax Informatics Ltd.
The company claims it saw one of its best periods this Diwali with over 1.25 lakh units sold in a month. “We hope to double our numbers this year as we crossed last year’s figure by October-end,” Sharma told IndianExpress.com. “This is an achievement since we are young company in this space, having started under three years ago.”
For Micromax, the venture into the television space seems to have been a natural progression since there were clear indicators that the technology is going to be similar for both. “We started with 1.8-inch screens on phones and have now graduated to 50-inch televisions,” said Sharma.
The company even imports larger screens of up to 84-inches for clients like television channels.
However, for its regular televisions, the manufacturing is completely done out of the plant in Rudrapur, Uttarakhand which has a capacity of 1.5 lakh units per month. “Actually, we have been manufacturing locally since day one. Earlier, we were importing modules. Now, we are importing glass and making modules here. We have association with all panel vendors across Japan, Taiwan and Korea,” Sharma added. Buoyed by the growth, the company is now planning plants in Andhra Pradesh, Telangana and Rajasthan and is in talks with the Tamil Nadu government as well.
With over 500 points of billing across the country, Sharma said, the company had a good mix of online and offline. The company is also entering tie-ups with startups like Oyo Rooms to increase their reach.
Sharma said their USP was the fact that while the televisions were all affordable they were “not depriving the consumer of any feature”. Following the success of their Ultra HD television segment, Micromax is winding up to launch its first smart TV range as early as January 2016. While the initial smart TVs will be Android-based, the company is also working on developing its own television OS, Sharma divulged. Micromax is also bullish on the outdoor segment and is working on standalone smart solutions for this space also.