Micromax Informatics Limited, one of the largest Indian mobile handset firms, announced its Middle East foray with the launch of a wide range of multimedia dual-SIM mobile handsets at the Gitex Shopper expo in Dubai.

Micromax products, which are in the price range of Dh159 ($43.2) to Dh599, will be exclusively distributed in UAE by '2020 Mobile UAE.' These models are now available in the UAE at Jacky’s Electronics, E-Max, E4U and Sharaf DG outlets.

Aiming at consumers from all segments but primarily focusing on the age group of 15-30 years, the innovative product range of Micromax offers handsets to fascinate the avid gamers and social networking frenzies, said a top official.

'Key features among the new range includes –a mobile phone with standby battery life of 30 days, dual SIM/dual standby and multimedia features making the experience faster and enjoyable,' remarked Vikas Jain, business director, Micromax Informatics Limited.

'We are very excited about our foray into the tech-savvy Middle East market. Our strategy has always been to provide unique value additions to our customers and we are confident of replicating our growth in the region,' said Jain.

'Our products are aimed at the youth population and we believe we will be able to create a new segment with each of our products in the new markets,' he added.

Available in a affordable price tag of under Dh600, Micromax mobiles are the only ones that provide a regional warranty, pointed out Jain.

'With its emphasis on innovation and value for money, 2020 Mobile expect Micromax to replicate in the UAE the incredible success that it has achieved in its existing markets,' remarked Trevor Price, managing director, 2020 Mobiles UAE.

Several top retailers in the UAE are selling these handsets at the Gitex Shopper which runs till October 23.

Vikas Jewoor, head of Retail Business, Al Sayegh Brothers, said “Micromax is a strategically well positioned brand in the fast growing GEN-X consumer segment in the region. With its attractive pricing I see this to be a game changer in the telecom space in
the near future.”

Ashish Punjabi, COO of Jacky’s Electronics, 'We're extremely proud and very excited to be the launch partners of Micromax products at Gitex Shopper this year as we believe that the brand has many of the values ingrained within its products that the consumers are looking for today.'

'Micromax products are stylish, functional, feature packed and at a price that is well-targeted to the lower and middle-end segments of the market,' he added.-TradeArabia News Service