Micromax rejigs brand, unveils Canvas 6 and Canvas 6 pro

Geared up to take the top slot as an integrated devices and services company in India, domestic electronics player Micromax Informatics Ltd on Wednesday refreshed its corporate, brand and product strategy with the launch of "Micromax 3.0".

The company unveiled a new brand identity with the launch of its new logo and brand philosophy "Nuts: Guts: Glory" while unveiling a portfolio of 19 new smart devices -- including smartphones, tablets and LED TVs -- with flagship smartphones Canvas 6 and Canvas 6 Pro.

Both the devices, priced at Rs.13,999, are available for pre-booking on Micromax online store from Wednesday.

Micromax announced 16 new product additions to its smartphone portfolio. Micromax will also make available a host of services that are integrated as "AROUND" on the new devices.

With "AROUND," a user can use the single sign to access any service as well as pay for it using the native wallet to complete experience.

"The new product portfolio aims at enabling users to have a seamless experience in finding solution for their needs across different categories and varied price points," Shubhajit Sen, chief marketing officer, Micromax Informatics, told reporters here.

Canvas 6 is Micromax's first smartphone to sport a finger print scanner and has a full metal body combined with 13-megapixel front and 8-megapixel rear camera.

It has a 3GB RAM, 32GB onboard memory, 5.5-inch full high-definition display with a 3,000 mAh battery and is powered by MediaTek octa-core processor.

Canvas 6 Pro device is a performance beast with a 4G RAM and also the first Indian smartphone to run on a 2GHz octa-core MediaTek Helio MT6795m processor.

It also has a 5.5-inch full high-definition display and a 3,000 mAh battery but the onboard memory is reduced to 16 GB.

Micromax further ramped up its 4G tablet portfolio by announcing two new tablets P810 and P710 with a screen size of 8-inch and 7-inch, respectively.

Micromax also gave a sneak preview of new range of Smart LED TVs in 50-inch and 40-inch category.

The company also announced its aim to be the first Indian company to build a complete services' ecosystem to complement the seamless experience of over 100 million connected devices by end of 2017.

"We are proud to be the first Indian brand to be in the top 10 brands globally and today we embark on our journey to be among the top five players in the world. With our aim of achieving 100 million connected devices in the next two years, we want to make Micromax consolidate our leadership position in overseas markets we are present in as well as enter new markets," Rahul Sharma, co-founder, Micromax Informatics, told reporters.

Meanwhile, Vikas Jain, co-founder of Micromax Informatics, said the key focus is to 100 percent "Make in India".

"With a functional plant in Rudrapur, Uttarakhand, we are now looking at adding three more plants with an investment of Rs.300 crore as well as creating job opportunities for over 10,000 people by 2017," he added.

The company is aiming to have functional manufacturing units in Telangana, Madhya Pradesh and Rajasthan by 2017.

(Sourabh Kulesh can be contacted at sourabh.k@ians.in)