Micromax has outlined new strategies to become a key player in the connected devices and services sector in the next few years. The India-based technology firm aims to become one of the leading brands globally and rank among the top five global players by 2020.
Currently, Micromax trails behind global brands such as Samsung, Apple, Microsoft, LG and Lenovo and remains at the tenth position in the global handset market as of March 2015, according to Gartner's research.
Explaining the targets, Micromax Chief Marketing Officer Shubhajit Sen said the company aims to cross 50 million devices in sales by the end of this year. The mobile phone-maker sold approximately 35 million devices in 2015.
At an event in Gurgaon Wednesday, Micromax launched 20 new devices -- 16 of which were smartphones, two were LED TVs and two tablets.
"Today marks a significant milestone and new era for brand Micromax as we take a new guard to propel our brand to the Numero Uno position," Rahul Sharma, Micromax co-founder, said in a statement. "We are proud to be the first Indian brand to be in the top 10 brands globally and today we embark on our journey to be amongst the top 5 players in the world."
"With our aim of achieving 100 million connected devices in the next two years, we want to make Micromax, the largest services company in India, consolidate our leadership position in overseas markets we are present as well as enter new markets," Sharma added.
Micromax also plans to expand into other international markets, including other Commonwealth of Independent States (CIS) countries and the Eastern European markets. The company said it established a solid ground in Russia and gained third position in less than two years.
The Gurugram-based company said it is fully committed to the 'Make In India' strategy. Micromax's another co-founder Vikas Jain said the company is planning to add three new manufacturing plants in India, in addition to the Rudrapur unit, with a total investment of Rs. 300 crore. This will create job opportunities for more than 10,000 people by next year. The three new manufacturing units will be set up in Telangana, Madhya Pradesh and Rajasthan by 2017.
Micromax also redesigned its logo and introduced a new tagline: "Nuts, Guts and Glory." The second-largest smartphone manufacturer in India said the new brand philosophy and its logo presents itself in a bolder, modern and agile manner.