With 15 new smartphones in one day, Micromax goes to war on Xiaomi

China’s Xiaomi is best known for its smartphones, but it never made a secret of its ambitions to be omnipresent. From smart home kits, televisions, and air purifiers to fitness bands, action cameras, and even wireless routers, Xiaomi is everywhere. Its biggest rival in India, Micromax, now seems to be heading in that direction.

The Gurgaon-headquartered company today announced 19 new devices, reports NDTV. Of those, 15 are smartphones. The others are TVs and tablets.

Two of the 19 go on sale today – the Canvas 6 and Canvas 6 Pro. These smartphones are priced at US$210.

Both the Canvas 6 and Canvas 6 Pro have a 5.5-inch full-HD (1080×1920 resolution) display with a pixel density of 401 PPI.

Moving faster

The mega launch by Micromax is a reassertion in an increasingly crowded smartphone market. Apart from the 19 new gadgets, Micromax announced a broader ecosystem of apps for them. A year ago, Micromax had introduced Around Yu, a platform within its Yutopia smartphones bringing a number of consumer apps preloaded. Today, this was rechristened as Around and extended to other Micromax devices.

The company also unveiled a new clenched fist logo, underlining an aggressive stance in the market. All this comes close on the heels of the firm launching its digital wallet, Udio.

We have a brand new, power-packed logo! Watch the webcast now: https://t.co/fNtSGablzI #Newpinchnewpunch pic.twitter.com/tZFD623Bh4

— Micromax India (@Micromax_Mobile) April 13, 2016

Clearly, Micromax is going all guns blazing into the fastest growing smartphone market in the world. Recent Gartner data showed a flattening of smartphone sales in China and the US, while India shows no let up in growth over the next couple of years.