MAXX Mobiles, one of the fastest growing Indian handset brands, has had an exceptional year in a dynamic Indian handset market. In a year where other Indian and Chinese mobile handset players have witnessed a fall in shipments, MAXX Mobiles shipments rose to 10.1%, as per Q3 CY2011 IDC’s India Mobile Phone Tracker Report. MAXX Mobiles also clocked the highest number of new product launches in the year, introducing 52 new models in the year 2011, all in the affordable price range of INR 1000 to INR 7000. Keeping up with market trends, the new handsets include special edition phones autographed by M S Dhoni to the “Tiny Series”, models of bar and QWERTY phones that are only the size of one’s palm, expansions in the “Big Battery” and “Touch” series as well as various other gaming, music and multimedia phones.
“The year 2011 has seen paradigm shifts in mobile technology – from the emergence of sleeker OS to faster processors, new telecom norms and resurgent competition between brands to grab a greater share of the consumer pie. The year saw an intensified pricing war which led the MNC brands to not only re-strategize their marketing tactics but also develop products in low-end segment,” Ajjay Agarwal, Chairman & Managing Director of MAXX Group observed. “We believe that the key factor that contributed to our growth is the rising demand, amongst the urban youth and users from tier 2 and 3 cities and towns, for feature-rich, stylish, ‘value for money’ phones. With the rise of smartphones, users are looking for affordable alternatives. This encouraged us to design and develop products that are customized to the unique needs of the Indian consumers.” he reiterated, commenting on MAXX Mobiles’ phenomenal growth in the last year.
In the year 2011, the MAXX Group also emerged as the only Indian mobile handset brand that provides end-to-end solutions for all the communication needs of a user, with manufacturing capabilities for mobile accessories, a robust marketing and distribution of handsets and a multi-brand retail store, Cell City. While, strengthening its forte in India, MAXX Mobiles also expanded its presence to various emerging markets globally including, UAE, Fiji, Nepal and Bangladesh. Reinforcing its local manufacturing setup will be a key focus area for MAXX in 2012, with two additional plants, in the existing premises of Haridwar, one each dedicated to the manufacturing of Lithium-Ion battery cells and mobile phones, expected to become operational by April 2012.
Commenting on the outlook for 2012 Ajjay says, “At MAXX, it is our vision to become as the one-stop shop for any user – whether it is mobile handsets, accessories or even after-sales technology support. In a year that has begun with a weak rupee, we believe that our local manufacturing strategy will give us the edge over our competitors. We will continue to watch for market trends and gauge consumer feedback as we continue on our growth trajectory for 2012.”
About MAXX Group
MAXX Group is a leading provider of India’s new-age mobile phones and accessories, serving a strong network of customers across the country. MAXX mobiles are indigenously re-engineered with a vision to revolutionize India’s need to communicate with technologically advanced mobile phones at an affordable cost. MAXX offers the latest & widest range of wireless products, accessories & after sales services to customers. A proven & strong customer support network, a comprehensive research, design and manufacturing strategy, builds MAXX’s position as an emerging leader in the space of mobile telephony & accessories. The brand “MAXX” has established a distinct identity because of quality products offered as well as various support services provided to its customers.
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