Micromax announces a strategic partnership with Flipkart for an exclusive series of smartphones
Micromax, a popular Indian smartphone manufacturer, has entered into a collaborative partnership with Indian online retailer Flipkart to increase its online smartphone sales.
The company announced that the partnership is not retail based only but they will get a deep insight to flipkart’s analytics which will help Micromax to develop their product strategies. Said so, Flipkart will get preference on all micromax products, those sol in the offline markets also.
Micromax has a big chain of offline retailers as their strength, but with this move they want to set a foot in the online market as well. According to a Flipkart respresentative, mid-range smartphones have a market share of 55% on their platform (October – December 2016), and that is where Micromax wants to find its footing. Together with Flipkart, the company will invest in and build a common exclusive brand.
To start things off micromax will launch the new Evok series to gain share in ₹6-12k online category and build Micromax brand preference on Flipkart for budget smartphones. Shubhajit Sen, Chief Marketing Officer at Micromax, hinted that there could be more brands that they launch as part of the partnership with Flipkart going forward.
Micromax will soon launch two devices Evok Note and Evok Power as a part of this partnership. The two budget smartphones will be available exclusively on Flipkart. Previously, Micromax had launched a separate brand Yu under which devices were exclusively sold online.