Micromax

Micromax Informatics is an Indian multinational corporation headquartered in Gurgaon that manufactures consumer electronics and home appliances. Although the company was established in March 2000 as an IT software firm focused on embedded systems, it did not enter the mobile phone market until 2008. Upon its entry into the smartphone and feature phone sectors, Micromax quickly gained traction in its home country. By 2010, the brand had risen to become one of the largest producers of low-cost feature phones in India. This initial success laid the groundwork for further expansion, leading to a peak in global standing where Micromax ranked as the tenth largest smartphone vendor in the world in 2014. Following its high point in 2014, the company’s market position was challenged by the aggressive entry of Chinese competitors into the Indian market, resulting in stiff competition that impacted its share. In an attempt to diversify its brand portfolio and capture a different segment of the market, Micromax launched YU Televentures, a subsidiary that sold devices under the distinct "YU" brand name. However, the YU venture did not sustain its operations, and the division was shut down by 2018. The final product released under this sub-brand was the YU Ace, which launched in 2018 in what was described as a final comeback attempt for that specific line of business.