Micromax ties-up with Flipkart to develop devices in Rs6k to Rs12k price band

Smartphone maker, Micromax, has collaborated with Flipkart to jointly develop mobile phones in the Rs.6,000 to Rs.12,000 price band. These devices will be sold exclusively on the ecommerce site.

The phones to be sold under the brand ‘Evok’, are likely to hit the market next week. Micromax is targeting a price segment that accounts for about 50 per cent of the market by volume and over 40 per cent by value.

The company lost its position among the top five to Chinese rivals and is banking on online and offline platforms for a comeback. Online contributes half of Micromax’s sales in the Rs.6,000 to Rs.12,000 price band.

Shubhajit Sen, Chief Marketing Officer,  Micromax, said, "It’s a long term agreement with Flipkart where we will be developing products jointly based on the insights and consumer understanding we get.”

While a couple of Evok devices will be launched on Flipkart starting this month, it has already been exclusively selling the Micromax Dual5 priced at Rs 24,999.