India's Smartphone Economy
The Rise and Fall of Indian Phone Brands
How Indian brands like Micromax, Lava and Karbonn led the market around 2014-15, why Chinese rivals overtook them, and attempts at a comeback.
Indian brands once led the phone market.
Peak
Around 2014-15, Micromax was among India’s top phone sellers, with Lava, Karbonn and Intex also popular.
Model
They imported phones from Chinese makers and branded them.
Fall
- Chinese brands offered better features and entered directly.
- Indian brands lacked R&D and supply chain control.
- Jio’s 4G shift found some unprepared.
Comeback attempts
Micromax relaunched as In in 2020; Lava invested in design and local manufacturing.
Lesson
Without R&D and control of supply chains, brands struggle.
The Micromax era
In 2014, Micromax advertised with a Hollywood star and competed with Samsung for the top spot.
Thinking Indian brands never led
Micromax was a top seller around 2014.
Key takeaways
- Micromax led around 2014-15.
- Indian brands imported and rebranded phones.
- Chinese rivals overtook them.
- R&D and supply chains matter.
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