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Micromax ‘s Smartphone Manufacturer Topwise Coming To India

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Micromax's Smartphone Manufacturer Topwise Coming To India

According to a report by The Economic Times, Topwise, the Chinese Original Device Maker (ODM) which manufactures most of Micromax’s devices, is all set to enter India with it’s handset brand Comio. Topwise is one of the top global ODMs today. It is also among the top three printed circuit board manufacturer’s globally. Mr Sanjay Kalirona has been appointed as the Chief Executive and Director for Indian Market. Mr Kalirona is currently serving his notice period with Zen mobile.

500 Crore Investments

Topwise is going to allocate a budget of Rs 500 crore for local manufacturing and R&D in India. The company is expected to launch four smartphones in India in the range of Rs 6000 – 12000. The phones should hit stores around mid August.

Topwise is anticipating sales of about 1 lakh units per annum, and targeting 4% to 6% market share in the next three years. According to Mr. Kalirona, “Comio will have company-owned sales team and service network and it will be hiring 200 people in the first year, of which 150 will be in sales.”

Not The First

In the recent past, another Chinese Original Device Maker – iVoomi had hurled its devices (Me 1 and Me 1+), to the Indian market. These Chinese budget brands are giving tough competition to brands already present in the Indian market. They offer similar, or more, features at a budgeted price as compared to the international, more popular brands.

According to Garner analysts “Ever rising competition from Chinese manufacturers has not only troubled top local brands such as Micromax, Intex, Lava and Karbonn mobile but also resulted in a decrease in smartphone market share for Samsung in India“.

Will TopWise make the market even more competitive? We’ll know soon.