The patriot act: Micromax calling on anti-China sentiment for resurgence

Sharma's new approach for Micromax banks heavily on the political mobilisation against Chinese brands and the Indian government's recent initiatives to sideline them

Rahul Sharma has transformed himself in the service of his brand. Till recently, the media knew the co-founder of domestic consumer goods maker Micromax as a suave, English-savvy executive. Now, as he tries to revive his company’s mobile handsets business on a patriotic, nationalist platform, he appears to have discovered a fondness for Hindi. In his latest interview to Business Standard, he spoke entirely in his mother-tongue.
 

“Aaj mobile phone sirf phone nahi hai, yeh ek important tool bann gaya hai hamare liye jisme hamara sara data rehta hai. Aur humne hamara sara data inh Chinese ko de diya hai.