Micromax announces ‘In’ sub-brand as it looks to make a comeback in India

Micromax's new 'In' sub-brand will likely see a new series of smartphones. The company is yet to reveal the first phone to launch under the 'In' brand.

  • Micromax teases launch of new smartphones in India
  • The company announced the new ‘In’ sub-brand
  • Micromax is expected to launch three new phones under Rs 10,000

Micromax is ready to make a comeback in India with the launch of the ‘In’ sub-brand. The company made the announcement on Friday through a video revealing the ‘In’ name, but it didn’t reveal anything more. The ‘In’ sub-brand or series will likely see a new range of smartphones that are expected to launch in India soon, based on the retail box showed in the video. Micromax co-founder Rahul Sharma spoke about the company’s plans to return to India following Prime Minister Narendra Modi’s ‘AtmaNirbhar Bharat’ initiative. 

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While Sharma did not tell us much about the new sub-brand or the upcoming smartphone, the video suggests that the Micromax-branded phone will be ‘Made in India’. Over the past several years, Micromax has lost out to competition from Chinese smartphone brands like Xiaomi, Vivo, OPPO, and Realme, which Sharma acknowledges in the video. 

According to a report in June, Micromax plans to launch a total of three budget smartphones in India soon that will look to offer “premium” features and a “modern look”. These Micromax phones will reportedly be priced under Rs 10,000. It is possible that the company will launch these phones under the new ‘In’ brand name. ‘In’ likely stands for ‘India’ to emphasise the company’s commitment to the ‘AtmaNirbhar Bharat’ initiative. We will have to wait for more details on this.