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Micromax announces new brand called In, will sell made-in-India phones

India's Micromax is returning to stores near you. Will you stop buying Chinese phones now?

twitter-logoShubham Verma | October 16, 2020 | Updated 18:30 IST

Highlights

  • Micromax is returning to India's smartphone market soon.
  • It will launch a new sub-brand called 'In' in India.
  • The first phone under this sub-brand might be called In 1a.

Micromax, once the top smartphone brand in India, is making a comeback.

Piggybacking on the anti-China sentiment that spurted after the border tension and Prime Minister Narendra Modi's vision of Atmanirbhar Bharat, Micromax is launching a new sub-brand called 'In', which looks like an abbreviation for India. As part of its resurrection, Micromax is planning to invest Rs 500 crore to build new products "from ground-up" for Indians. The details of this new brand are not available, but a Micromax phone has showed up Geekbench.

Micromax In 1a, as it is listed, could be the first smartphone under the new In brand. Its Geekbench listing shows a MediaTek Helio P35 processor and 4GB of RAM. It will come running the Android 10 software, although it is not certain whether it will be the standard version or the trimmed-down Android Go version. Other details such as the camera specifications, display size, and storage on the Micromax In 1a are unknown at the moment.

A previous report suggested Micromax's upcoming smartphone will cost under Rs 10,000. This means we might be looking at a budget -- or maybe an entry-level -- smartphone from Micromax. The price goes in line with Micromax's previous smartphone portfolio that once catapulted the brand to sit atop India's smartphone market.

Commenting on the launch, Rahul Sharma, co-founder of Micromax, said, "We are delighted to make a comeback in the India market with our sub-brand 'in'. When you have the word India or 'in' on you, it gives you a sense of responsibility. The weight of a billion hopes. But bigger than anything is the pride it gives. Our endeavour is to bring India on the global smartphone map again with 'in' mobiles."

Sharm has also released a video of him announcing the comeback of Micromax brand in India's smartphone market with a very patriotic undertone. Whether the upcoming Micromax will be a smash hit and knock Chinese brands out of the park is something only time will tell.

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