![]() Yes, YU Yutopia had its hardware in the right place but the fuel of the smartphone, its OS, made it crash. Equipped with top of the line hardware and an eye-catching design, the phone which was supposed to go head to head with OnePlus 2 in the market, but instead came crashing down like a plane with no fuel. Micromax’s sister brand launched the YU Yutopia in early 2016. Many people trace the signs of decline to the launch of its most ambitious product. A Hollywood superstar endorsing an Indian brand! Its management including the likes of Vineet Taneja, a Samsung and Nokia veteran. ![]() Micromax even had the Jack which was bigger than Ace to advertise its products – oh yes, Hugh “Wolverine” Jackman. The brand was among the most talked about on Amazon. This period witnessed the launch of many new models that did well and Micromax along with Cyanogen also launched YU Televentures in December 2014, luring the high-profile Android OS from the likes of OnePlus. And it really hit the jackpot in 2014-2015 – which is marked as the golden era for Micromax. Micromax started selling phones essentially in 2008 and grew like a storm on steroids, riding on clever advertising, a good distribution network and of course, killer prices. Yes, we know the matter is far more complicated than a rabbit and a tortoise racing each other, and Micromax has a lot more and rapidly moving competitors around, but that only makes the scenario worse for the Indian brand. ![]() It is almost as if Micromax has become the hare from the epic kindergarten “hare and the tortoise” story where the hare takes a remarkable lead over the tortoise but sleeps for a while, allowing the tortoise to overtake it. It remains one of the bestselling phone brands in the country, but is losing ground, and has been overtaken by the Lenovo-Moto combine. However, the latter part of 2016 has seen the company seemingly go into some sort of hibernation. It changed the way we looked at Indian brands and actually, depending on the statistics you believe, once even beat Samsung, Apple, Sony and all the other smartphone titans in the shipment race. It fought on price and was proud of it, poking fun even at Apple in its ads. Micromax came into the smartphone market with a promise to cater to the common person who needed a phone on a tight budget. You launch your sister brand, which is a massive success.You are in the list of top ten smartphone companies in the world.You are one of the top smartphone selling companies in India.While there is no denying that the competition is getting fierce day in day out, we realized that there is one brand which has taken a backseat when it comes to smartphones. There were at least two contenders in each category which gave a very tough fight, with victory being decided by the slightest of edges. We recently compiled our ‘Buying Guides’ under the Rs 10,000 (USD 150) and Rs 20,000 (USD 300) price brackets for the month of January and witnessed neck to neck competition in various categories.
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