Is India's Micromax going to enter the US market?

Global SourcesUpdated on 2023/12/01

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Originally designed to cater to cost-conscious Indian consumers, the company will see if it can compete in the low-end market.

Micromax’s metal Yuphoria phone (Image source: Amazon India)

Micromax is, at least according to IDC, the second-largest smartphone manufacturer by shipment volume in India. The company’s phones are aimed at cost-conscious Indian consumers with price points ranging from $50 to $150. Holding about 17 percent share in the India market, just behind Samsung’s 23 percent, the company is now reportedly mulling expansion into the US market as well.

According to TheInformation, Micromax is considering expanding into the US with its “Yu” branded handsets some time in 2016. Yu handsets, which use the Cyanogen-modified Android OS, sell for about $200 in India.

If the expansion pushes through, this would be a pretty big departure for the company. While $200 off-contract phones are typically low-end in the US, they are aimed at the midrange in India. It will be interesting to see if the company can compete with comparable offerings from already familiar brands in the US, much less China manufacturers who sell phones at a similar price point.

See a comparison table of selected 4G smartphone suppliers on GlobalSources.com

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Is India's Micromax going to enter the US market?

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