Micromax an Indian company is well known for providing smartphones, tablets, LED TV, laptops,etc. Recently it has drafted to expand its business with consumer electronics in the market.
With investment of ₹600 crore in coming three years, the company has set-up arrangements to enter into the consumer durable market with categories including air conditioners, washing machines, etc. Low ratings in smartphones below top 5 in 2016 has enforced it to penetrate into consumer durables.
Rohit Agarwal, V.P, consumer electronics at Micromax said ” Our strategy of connected devices under the broader view of being a consumer electronics company will take a step up with new air conditioner models and them with washing machines”, he added ” We will invest about 200 crores every year to build the channels and services”.
In June, the company introduced Four Air-conditioners in pilot phase following marketing of seven-split ACs & one-window AC. The value to market premium segment of ACs are categorised in price sections between ₹21,000 to ₹35,000 with 10%-15% expected market share in coming three years.
The company has recently launched ‘Micromax Home Assist’ application in their app to facilitate feasible service & request to customers.
“We are introducing the ‘Micromax Home Assist’ application for our AC and TV consumers to help facilitate, raising any enquiry or complaints with utmost ease and faster redressal,” said Rohan Agarwal, Vice President, Consumer Electronics, Micromax Informatics Ltd.