The Peninsula Qatar

Micromax Informatics, the 10th largest smartphone player in the world, yesterday announced its foray into the Middle East and North Africa (MENA) region with the entry into the UAE smartphone market.

Micromax has entered a strategic agreement with Tchannl, one of the leading players in telecom, IT and consumer electronics domain, to bring the latest smartphone technology within everyone’s reach in the region.

Micromax, an established presence in key smartphone markets globally, lays strong emphasis on democratizing technology for the masses by making affordable smartphones.

Its partnership with Tchannl will make Micromax products available across the GCC and North Africa market. Micromax will introduce its trendsetting and successful ‘Bolt Series’ of smartphones that have already sold more than 20 million devices across the company’s operating markets. Furthermore, the smartphone portfolio will be expanded based on consumer insights.

Micromax aims to extend and solidify its presence in the region armed with in-depth market insights of Tchannl co-founders, Sandeep Saihgal and Ashraf Fawakherji, who have spent more than two decades in the region setting-up presence of several global telecom brands.

Tchannl’s extensive relationships with key distributors, understanding of distribution networks, know-how on channel and retail management will be crucial to building the profile of Micromax brand in the region.