Home-grown consumer electronics maker Micromax Informatics (Micromax) on Wednesday unveiled its fresh corporate, brand, and product strategy — ‘Micromax 3.0’.

The company also revealed a new brand identity with the launch of its new logo and brand philosophy ‘Nuts: Guts: Glory’. “A new brand identity to present Micromax as a company that is bolder, modern and agile to take on the global smart devices market,” it said.

Micromax 3.0 “We are re-energising and rebooting ourselves as we enter Micromax 3.0, which will be a complete shift with couple of pillars. We are moving away completely from being a mobile centric player to a services player. Our focus will be more on services…mobile (hardware) will be a carrier, but our focus will be more on services and connected eco-system,” Rahul Sharma, Co-Founder, Micromax, told BusinessLine . The vision is to build a complete services' eco-system to complement the seamless experience over 100 million connected devices by end of 2017. Apart from such devices, the company would also be launching more consumer electronics products in different categories in the next two quarters, especially after getting successful in LED TVs, he said.

“With our aim of achieving 100 million connected devices in the next two years, we want to make Micromax, the largest services company in India, consolidate our leadership position in overseas markets we are present as well as enter new markets,” he said.

Sharma said the company would also continue to invest in different service categories that interest its consumers to create a strong ecosystem within Micromax brand for more compelling and seamless experience.

As a part of its product refresh, the company announced 20 new smart devices — from smartphones, tablets and LED TVs — different series at different price points to cater to the consumer needs across categories.

New smartphones The smartphones include flagship models such as Canvas 6 and Canvas 6 Pro priced at ₹13,999, which will be available from next week at both retail stores and the company’s web portal.

These smartphones would help Micromax lead in diverse categories including entry level smartphones, affordable 4G, regional language, online exclusives as well as in mass premium segment, the company said.

Additionally, the company also has recently invested in three new manufacturing units in India to ramp up domestic production and reduce dependence on imports.

The company will have functional manufacturing units in Telangana, Madhya Pradesh and Rajasthan with an investment of ₹300 crore as well as creating job opportunities for over 10,000 people by 2017, Sharma added.

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