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Micromax shows serious ambitions in the computing category; announces the launch of its new laptop range

–          Aims to expand the affordable computing segment by launching superior productivity laptops in partnership with Intel India and Microsoft

–          Launches Micromax Ignite and Micromax Alpha series powered by the Intel® Architecture and Windows 10

–          Micromax Ignite to be available exclusively on Flipkart from 25 July 2016 at competitive price point of Rs. 18,990/- 

New Delhi, July 25th, 2016: Micromax Informatics, world’s 10th largest handset brand today announced the launch of two new laptop series to its existing computing range- Micromax Ignite and Micromax Alpha. With the new range of laptops, the company is now foraying in the mid-level consumer laptops segment to target the mass market of Intel® Core™ i3 Processor and the Intel® Pentium® Processor that together accounts for majority of the laptop purchases.

Designed for two different set of consumers, the two new laptops from Micromax will target both the power users and first time users. The full-fledged laptop range will further break the barriers to the Indian computing eco-system to drive accessibility, productivity at ease and affordability for the consumers. The launch follows an overwhelming response for Micromax’s entry level laptops – Lapbook I & II and its affordable 2 in 1 LapTabs.

The Micromax Ignite series have been exquisitely designed to exude a premium feel, ensuring ease of use and portability. Powered by the Intel® Pentium® Processor and pre-bundled with genuine Windows 10, the device aims to increase domestic technology adoption and offer superior productivity specifications and premium feel at competitive price points.

Commenting on the launch Mr. Shubhajit Sen, Chief Marketing Officer, Micromax Informatics Limited, said, “The decision to foray in to newer categories is solely basis the understanding of consumer demand and need and matching it with our strong credentials in the Indian market. While the laptop category is not growing very rapidly today, we believe the key barrier is to give a high performance, well designed product at an accessible price. We have always strived to close the gap between consumer needs and available devices by bringing alive the best technology innovations and we believe we have done it with Ignite.” 

Highlighting the relevance of this launch, Anand Ramamoorthy, Director Consumption Sales, Intel South Asia said, “Intel India is once again proud to collaborate with Micromax, as it launches devices powered by Intel® Architecture, aimed at affordable computing. We have been a part of Micromax’s 2in1 product journey, and will continue to work together to design products in sync with what the Indian consumers want. This focus on personal computing is an important part of Intel India’s strategy to reach out to first time users of the PC, based on the pillars of affordability, reliability and ease of use.” 

Commenting on the partnership and the launch, Mr. Priyadarshi Mohapatra, Country General Manager, Consumer Channel Group, Microsoft India, said, “We are excited to further strengthen our relationship with Micromax with the launch of Micromax Ignite. We have been working closely with Micromax over the last year to bring the benefits of personal computing to a larger set of consumers. The launch of Micromax Ignite is a testimony of our commitment towards democratizing technology and enabling more and more people on this planet to achieve more. The latest devices run Windows 10 and allow users to experience enhanced productivity via enhanced functionality and unified experiences.” 

Speaking on the launch, Mr. Adarsh K Menon, VP Electronics and Auto, Flipkart said, “Flipkart has always been the leading destination for electronics and with this exclusive partnership with Micromax, we are providing yet another promising range of computing devices to our customers. We have one of the largest portfolio of laptops across brands, price points, features and styles .We have seen a huge surge in shoppers browsing and buying laptops that offer superior productivity & value for money. We are confident that the new laptop range from Micromax will appeal to our large base of smart shoppers looking for a great Laptop at an affordable price. Flipkart is excited about this exclusive association and will be focusing our efforts on marketing this new range to further boost the growth of Laptops.” 

The Micromax Ignite – LPQ61408W – A perfect laptop for the first jobbers/ starters

Targeting the first time users in Tier 2 and 3 markets, who are multi-tasking on the go, the new Micromax Ignite Laptop LPQ61408W comes with 14 inch HD IPS display, Intel® Pentium® Processor N3700, 4GB LPDDR3 RAM, 1 TB memory and more at an unfathomable price point of Rs. 18,990/-. The new laptop gives the new age consumers freedom from piracy with the genuine and latest Windows 10 and provides freedom from restrictions as it provides fast processor with Intel, long-lasting battery backup and light-weight design.

Micromax Ignite will be available exclusively on Flipkart from 25 July 2016 at competitive price point of Rs. 18,990/-

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