Buoyed by its success in India, homegrown mobile handset maker Micromax today announced that it has forayed into the Sri Lankan market. Micromax has entered into a distribution arrangement with Infinity Lanka Holdings, which will make Micromax products available through 1,500 outlets across the country.
To begin with, the company will launch seven handset models and 3G USB data cards, ranging from LKR 3,000-25,000. This is the second international foray of the Indian company. Micromax’s first step into the international market was in Nepal.
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.
With a vision to develop path-breaking technologies and efficient processes, the company aims to become the trusted market leader across all the market territories it operates in. "Micromax looks at Sri Lanka as a very important business territory... This launch gives us a chance to take the success of Micromax from India to all SAARC nations. Sri Lankan market has immense potential for the growth of mobile phone industry and there is a huge untapped telecom consumer segment waiting for our range of innovative mobile phone models," Vikas Jain, business director, Micromax Informatics Ltd, said.
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, Vikas Sahni, business head for SAARC territory, Micromax, said.
To ensure brand awareness and visibility in its new business territory, the company has already acquired sponsorships for key properties in entertainment and cricket from IIFA 2010, Asia Cup and The Tri-Nation Cricket Series.