Micromax has knocked out Samsung to become No.1 smartphone seller in India, which is the third largest market in the world, said Canalys, an independent analyst company.
While the figures are still unofficial, Micromax is known for holding the second position in market share in India and its upward movement was expected in view of its launch of Yu Yoko phones with cyanogen feature, beating Chinese rival One Plus.
Micromax is also the country’s first domestic vendor to take the top spot in the Indian smart phone market and its flagship models include budget phones and medium range.
In the range of Rs.9,000 to 12,000, it has the Canvas Nitro and Canvas Hue and the Cyanogen partnership helped it to take a 22% share of the total smart phone market in India, ahead of Samsung at 20%, said Canalys.
Its recently published estimates for Q4 2014 in India show that 23% of shipments were of devices priced under $100 (Rs.6,000), while 41% were of devices in the $100 to $200 bracket (Rs.6,000 to Rs.12,000).
Canalys Analyst Rushabh Doshi said, “Micromax has been quicker than its competitors to improve the appeal of devices, for example, by including a wide variety of local languages on its Unite phones.”
Lava, another domestic vendor, has launched devices that cater to the preference for greater battery life – in this case a couple of days. “But vital to success is selling these handsets at low price points to appeal to the bulging mid-level income market in India,” he added.
Overall, the Indian market has shown very strong annual growth at 90%, with 21.6 million units shipped in Q4 quarter. Micromax is followed by Samsung, Karbonn and Lava in terms of shipments in 2014 Q4, Canalys said.