Flipkart partners with Micromax


After getting the much-needed investment of $1.4 billion from Microsoft, Tencent, eBay in latest round of funding Flipkart has now partnered with Micromax .This time to develop and also market smartphones for the mid-range of Rs 6,000-12,000 with Micromax.

The smartphone lineup is named ‘Evok’.It is expected to be launched by next week and as per the deal it will be available exclusively on Flipkart.

With this arrangement Micromax is aiming to expand its brand into the online segment with the Evok series.This series includes two smartphones – the Note and Power. Whereas Flipkart aims to sell more phones in tier 2 and tier 3 market.

There are very details that are available about the phone but as per reports it would be competing head-to-head with Xiaomi Redmi Note 4.

“It’s a long-term agreement with Flipkart where we will be developing products jointly based on the insights and consumer understanding we get,” Shubhajit Sen, Chief Marketing Officer at Micromax told Economic Times. “This is a way of design for India, which will take Micromax’s online share up, while it will help Flipkart penetrate deeper into Tier II and Tier III markets, as both are targeting the value-conscious buyer.”

The company is also increasing focus on both online and offline channels to bounce back as online contributes half of Micromax’s sales in the Rs 6,000-12,000 price band.

With this Micromax is all set to regain its lost position among the top-5 smartphone brands in India which it had lost to its Chinese rivals in the last few quarters. Recently, the company launched the low-range smartphone Bharat 2 for just Rs 3,499.

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Madhurima Goyal, From ITvoir News Desk