Micromax Informatics, India’s leading handset manufacturer and the 10th largest smartphone player in the world, has announced its foray into Mena region with the entry into the UAE smartphone market.

Micromax has entered a strategic agreement with Tchannl, one of the leading players in telecom, IT and consumer electronics domain, to bring the latest smartphone technology within everyone’s reach in the region.

Its partnership with Tchannl will make Micromax products available across the GCC and North Africa market. Micromax will introduce its trendsetting and successful ‘Bolt Series’ of smartphones that have already sold more than 20 million devices across the company’s operating markets. Furthermore, the smartphone portfolio will be expanded based on consumer insights.

Micromax aims to extend and solidify its presence in the region armed with in-depth market insights of Tchannl co-founders, Sandeep Saihgal and Ashraf Fawakherji, who have spent more than two decades in the region setting-up presence of several global telecom brands.

Tchannl’s extensive relationships with key distributors, understanding of distribution networks, know-how on channel and retail management will be crucial to building the profile of Micromax brand in the region.

Rahul Sharma, co-founder, Micromax, said: “The Mena region will be one of the key international markets for us after Russia. The market opportunity is huge and our large portfolio of devices will be able to cater the customer’s need here. To start with, we feel our internationally successful range ‘Bolt’ will charm the consumers and we are confident that Micromax will serve as a key player in the market.”

Sandeep Saihgal, founder and managing partner, Tchannl said: “The UAE and the region is an ideal market for Micromax to bring its innovative product portfolio and services customised for consumers in this market.”