As per industry estimates, MAXX Mobiles? shipments rose by 10.1 per cent in the third quarter of 2011.
Moreover, the company clocked the highest number of new product launches in the year, introducing 52 new models in the year 2011, in the price range of Rs 1,000 to Rs 7,000.
Commenting on this, Ajjay Agarwal, chairman & managing director, MAXX Group said, ?The year 2011 has seen paradigm shifts in mobile technology, from the emergence of sleeker operating systems 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-strategise their marketing tactics but also develop products in low-end segment.?
?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 customised to the unique needs of the Indian consumers,? he added.
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 Agarwal 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.?
