Micromax is an Indian consumer electronics company headquartered in Gurgaon, Haryana,

India.
[2]
It is in the business of manufacturing of Mobile Telephones, Tablet Computers, 3G
Datacards and LED Televisions.
Micromax started as an IT software company in 2000
[3]
and worked on embedded platforms. It
entered the mobile handset business, and became one of the largest Indian domestic mobile
handsets company operating in low cost feature phone segments by 2010.
[4]

Micromax has presence in more than 560 districts through 125,000 retail outlets in India. The
company has sales presence spread across the SAARC markets including Bangladesh, Sri Lanka
and Nepal. On 24 January 2014, Micromax became the first Indian mobile company to start sales
in Russia.
[5]

History
Micromax was incorporated as Micromax Informatics Ltd. on 29 March 2000.
[6]
They started
manufacturing mobile phones in 2010
[7]
with a focus on low pricing, in order to compete with
international brands.
[8]

Everything started with a truck battery in the year 2007. In the powerless city of Baharampur
[9]

in the Indian State of West Bengal, Mr. Rahul Sharma saw an AirtelPay Phone being powered by
a truck battery. Every night, the PCO owner would lug the battery 12 km to an adjoining village
on his cycle, charge it there overnight, and lug it back to Berhampur
[9]
in the morning. Rahul was
fascinated by the nature of innovative adaptation to suit the difficult conditions which the
payphone operator had employed and his interest only grew when he found out that to
everyones surprise, the operator was also able to earn a tidy sum of money. Based on this
experience of innovation arising from constraint, Micromax soon launched its first phone with a
month long battery back-up known as X1i.
[10]
In 2011, Micromax entered the phablet market
with the Canvas series.
[11]

Micromax is a top Indian smartphone brand occupying the 1st position above Samsung in India
market,
[12]
and with rapid growth is charging towards becoming the biggest brand.
[13][14]

Manufacturing in India
Originally, the company sourced all its mobile phones from China. However, since April 2014,
they have started manufacturing mobile phones and tablets at their facility in Rudraprayag,
Uttrakhand.
[15]

Advertising campaign
Hugh Jackman appeared in the 2013 commercial for the Canvas Turbo smartphone.
[16]
In July
2013, Chitrangada Singh posed for Canvas 4 smartphone in New Delhi.
[17][18]