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Micromax Expands To Brazil; Plans To Invest $12.5M

Indian handset company Micromax is now expanding to Brazil, with plans to invest BRL 20 million (around $12.5 million) initially. The company will first launch its dual SIM, multimedia and 12 days marathon battery products in Brazil, including Q55/Bling, X225 and the X114 in Brazil. It claims to have a portfolio of 50 handsets, selling 1.5 million phones per month in the countries it is present in.

Micromax’ initial launch will be in the North-East markets of the country, as it builds out its distributor network. It has tied up with CIMEL for distribution, and says that it will launch four new models in the next few months. It is targeting 1 million handsets in the first 12 months of the commencement of its business in Brazil. For its advertising push, it has signed up Brazilian comedienne and TV personality Sabrina Sato for its first campaign.

The company recently entered Maldives, and has a presence in Hong Kong, Bangladesh, Nepal, Sri-Lanka, UAE and Brazil. Perhaps it is building out an emerging markets play, with an eye on further Private Equity fund raising following its decision to withdraw its IPO. We wonder if it will enter China, which is where many Indian handset companies source their phones from.

Earlier this July, the company had inked a deal with Nazara Technologies* to embed 40 Electronic Arts (EA) game titles on select handsets available to users in a try and buy model. It  had also introduced a push mail service by the name of EzMail that is being made available with their Q80 handsets.

P.s.: whoever came up with this quote for Micromax is brilliant

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Disclosure: Nazara Technologies is an advertiser with MediaNama

Related:
Micromax Enters Maldives

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