Micromax was once a threat to Apple and Samsung—here’s why it vanished

If you were around in the pre-Jio, pre-Xiaomi era, you know the name: Micromax. Gen Z may not know this but before Xiaomi, OnePlus, Oppo ever became popular, this was the brand that took the Indian smartphone market by storm, by beating giants like Nokia and even Apple.

We all know, ever since the launch of the first ever iPhone in 2007, the race to produce the best smartphone started, and back in 2014, when smartphones were just becoming mainstream, Micromax was the king of the Indian market.

It wasn't just a competitor; it was India’s second-largest brand, commanding nearly 19% of the market share, right behind Samsung.

To put that in perspective, our beloved Apple has only managed to hit the 5-7% mark tops, even to this day. Micromax was the ultimate proof that an Indian brand could go toe-to-toe with global giants like Samsung.

But as of today, they have been completely wiped out from the Indian smartphone scene. So what happened, what went so terribly wrong?

The Peak Swag & The Sudden Stop

So, how was it possible for an Indian brand to sit right at the top of the market?

Well, the genius lies in the pricing. By understanding the Indian market, Micromax made mid-range features accessible, gave us phones that looked good and didn't require you to sell a kidney.

The iconic Canvas 2 A110 and the feature-packed Canvas HD weren’t just phones; they were status symbols for the middle-class. They even got Hugh Jackman as their brand ambassador when they launched the Canvas Silver-5; the slimmest phone in the world at that time. They made Android cool and affordable.

Then came the Chinese onslaught.

Brands like Xiaomi, Vivo, and Oppo didn’t just enter the Indian market; they flooded the market with smartphones. They operated on almost limitless funding, allowing them to release new, feature-rich models every month. The aim was to capture market share, not to look at profit. This high-speed, high-volume blitzkrieg was impossible for Micromax to keep up with.

The problem wasn't just the price; it was the ruthless execution.

While Micromax focused on feature phones and incremental upgrades, the Chinese giants perfected the modern smartphone game: better chipsets, superior cameras, and, critically, an after-sales service network that Micromax never truly mastered.

For consumers the choice was not a tough one, the better and the cheaper won over the homegrown brand.

Eventually, Micromax's market share plummeted to less than 1%, leaving them barely a whisper in the smartphone scene.

The Irony of the Comeback

Micromax did try for a reboot in 2020 with the 'IN' series, an ‘atmanirbhar’ attempt to capitalise on nationalist and anti-China sentiment. But that was a temporary fix, that honestly, did not take off.

Micromax’s story isn't completely over though. The company's parent entity, Bhagwati Products, is now a pretty important player in India’s manufacturing ecosystem, thanks to the Production Linked Incentive scheme for tech manufacturers. The irony is, they now operate factories that produce phones for their good old rivals; Vivo and Oppo.

Micromax could have been the face of 'Make in India' as a global brand leader. Instead, it became a cautionary tale of how continuous innovation and deep pockets can sideline even a market champion. Today, they are essentially a contract manufacturer perhaps planning to mount a comeback.