Micromax enters Russian market

Micromax has announced the launch of its Russia operations by tieing up with VVP Group, one of the leading distribution houses in Russia.

The partnership is a strategic move, which would provide good reach for Micromax in the region with a plan to make Micromax products available across the country, ensuring deeper shelf space and wider outlet spread through 9,000+ sales point in the country backed by an efficient service infrastructure.

Micromax will be introducing its popular Canvas series of smartphones and Bolt series of smart-feature phones. The company will be launching 14 products in the Russian market in the initial phase, as the brand is already looking at gearing up to be among the Top 4 brands in Russia by the end of 2014.

The company is ready with its service infrastructure across Russia with an aim of having more than 60 operational service centers by end of the month. Micromax will also have its exclusive service centers in strategic cities in Russia as the brand strengthens its presence across the country.

Commenting on the launch, Rahul Sharma, co-founder, Micromax said, “As we look to take Micromax to key international markets, we are excited to announce our foray into the Russian mobile handset market which has immense potential not only for smartphones and features phones, but also for innovative tablets and data products.”

“We see a growing trend of data consumption through mobile devices in Russia, and we would be initiating partnerships with the leading operators in the region to aim at efficient data consumption on our devices in the coming year,” added Rahul.

Speaking on the occasion, Vasily Sibirtsev, chairman, VVP Group said, “We are very excited to work with Micromax, one of the world’s leading mobile phone brands. Russia is an ideal market for Micromax to bring its innovative product portfolio and services customized for consumers in this market. Our immediate goal will be to build a very strong and robust distribution network to capture a significant share in the Russian mobile handset market.”

The partnership with the VVP Group is a strategic move which would provide wide reach for Micromax in regions of Russia as the group has been associated with some of the leading global smartphone players to help them make a strong presence in Russia.

VVP is known for its superior logistics setup, warehouses, retail management system and transportation management systems across the main hubs of Russia which will further help Micromax build its footprint in the country. VVP group will be working with partners in all existing channels including federal and regional chains, operators, consumer electronics shops and computer shops, online and other sales points in the country.

The company has also tied up with the leading VAS providers in Russia including: Odnoklassniki, Russia’s popular social network service; IVI.ru, Russia’s first free video & music service; Viber, the leading global instant messaging application; Facebook; Twitter; and M!Live giving users access to social connectivity and unlimited free online games.

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