Micromax hires Deepak Mehrotra as its CEO

In order to strengthen its management team, Indian mobile brand Micromax has appointed Bharti Airtel’s director as its new CEO. Deepak Mehrotra, who is joining as Micromax new chief executive officer, served as the operations directors- mobility business of Bharti Airtel.In addition, the company has also hired HTC’s ex-country head Ajay Sharma as well as Sony Ericsson’s Khaja Muzaffarullah.“The brand is already a key player in the feature phone segment and is now aggressively looking to capture the smartphone market share as well,” the company said in a statement.Micromax is even planning to have two separate divisions, the ‘Feature Phone division’ to be led by Khaja Muzaffarullah and ‘smartphone division’ to be headed by Ajay Sharma.“We are a brand that’s admired for its different thinking and challenging the conventional. The new team brings with them wealth of experience by virtue of their long-standing association and in-depth understanding of the overall mobility market globally,” Rahul Sharma, executive director, Micromax said. “Considering the way Micromax has taken the unprecedented leap in the mobile ecosystem in India and globally, the appointments are a testimony to a great future in coming times as well.”Deepak Mehrotra, CEO, Micromax Informatics Ltd, commented, “These are exciting times not only for the brand but for the industry as a whole. We are witnessing technology advancements every day and that further excites us at Micromax.”“The Indian mobile industry is growing at a rate of 12% and we would like to capture this opportunity and drive the next phase of growth for the brand. We would further leverage brand’s success in this high potential Indian market and build new capabilities. The Indian market will witness a smart phone revolution which has only just begin, we would want to script this story in the typical Micromax way.”“In the next 2 years, as India gears up become the largest mobile market, Micromax aims to double its reach as well and strengthen its distribution network. Leading this vision will be Muzaffarullah, head of sales for feature phone division, as he leverages his expertise on emerging markets.”Moreover, Micromax claims to have already established its leadership in the feature phone market in India and “as India witnesses adoption of android, Micromax aims to build a strong portfolio of smartphones for the discerning Indian consumers.”Commenting about the potential of smartphones, Ajay Sharma, who is leading the smartphone division at Micromax, added, “Micromax would aspire a 10% of the market share at the earliest.”

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