Business Times

Indian mobile phone maker Micromax enters the Sri Lankan market

An Indian mobile phone manufacturer Micromax has entered the Sri Lankan market offering its products in 1,500 outlets throughout the country. The company has entered into a distribution arrangement with Infinity Lanka Holdings, for this purpose, Vikas Jain, business director, Micromax Informatics Ltd, said. He added that the Sri Lankan market has immense potential for the growth of the mobile phone industry and there is a huge untapped telecom consumer segment waiting for their range of innovative mobile phone models. After Sri Lanka, the company plans to launch its business in Bangladesh within a span of a month and finally take the Middle-East and Brazil route.

Micromax will cater to different consumer segments through products in multi-priced segments. The company will be focussing on the youth segment and the growing rural market with its phone models that boast of 30-day battery back-up and dual SIM mobile phones, he said.

Mr Jain, noted that to ensure brand awareness and visibility in its new business territory in the SAARC region , the company has already acquired sponsorships for key events in entertainment and cricket from IIFA 2010, Asia Cup and The Tri-Nation Cricket Series, in Zimbabwe. At the IIFA awards night, Micromax unveiled a special phone, the Micromax Q55 Bling IIFA Mobile phone in Colombo.

Dialog the biggest network operator in Sri Lanka, will sell the phone. The company will also provide a SIM card for the phone. The Micromax Q55 Bling IIFA Mobile phone will be priced at Rs.5,500, he said.
Micromax would also launch seven handsets and 3G USB data cards that cost ranging from Rs. 3,000-25,000. Sri Lanka is the second international foray of Micromax after Nepal.

Micromax, with its focus on R&D, wants to create path-breaking technology into the telecom sector. The company is looking forward to fulfill the needs of different consumers. The company would focus on the rural market and youth segment, he said.

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