Micromax has overtaken Samsung in competitive smartphone market in India. The homegrown manufacturer has achieved this title for the first time ever beating the largest smartphone maker in the world.
According to Canalys, a research analyst group, Micromax made more sales than Samsung in the fourth quarter of 2014 thus winning itself the top spot of smartphone manufacturer in India. The firm said that the milestone for Micromax was possible for its continuing appeal to mobile phone users to upgrade to a smartphone and some of its popular smartphones targeting customers at $150-$200 price range.
As a result, Micromax now holds 22 percent marketshare in Indian smartphone Industry, with Samsung trailing behind with 20 percent marketshare.
Data from Canalys show that in Q4 2014, 23 percent of all phones sold in India was priced below $100 (Rs. 6000) while 41 percent of all phones sold within that period was priced between $100 to $200 (Rs. 6000 to Rs. 12000). Micromax has the largest number of devices in that price range that’s another reason why it was able to sell more than Samsung.
According to Canalys analyst Rushabh Doshi, it has become increasingly important that smartphone manufacturers cater to the local audience, and Micromax has been ahead of the game for a while now. Some of its phone offer a wide variety of local languages which can appeal to local smartphone buyers.
With Micromax leading the way, Indian smartphone maker Lava and Karbonn Mobiles have gotten the third and fourth place in the rank of top smartphone manufacturers in India.
Samsung has been desperately trying to get back its foothold in the smartphone world after a frustrating fourth quarter in global sales. The news of Samsung losing the top spot in India is another blow to the Korean giant that might take some time to heal. Indian users and bloggers have constantly talked about Samsung overpricing some of its smartphones in India. Now might be the time when Samsung pays close attention to its pricing strategies for phones that launch in one of the world’s most emerging smartphone markets.