Opinion: Micromax rises like a phoenix, but can it sustain this time round?

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When a brand arrives in a new market, its first task is to study and respond to the existing competition. Then it goes through the grind of carving out its identity by constantly competing for market share. However, for Micromax, things are different.

Having started operations in 2000, the company became one of two top smartphone brands in India with even a sub-brand called Yu. In some ways it created a segment of phone users in India that was happy with functional features. What followed was a deluge as Chinese phone makers changed their strategy.  

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