Failed to match pricing offered by Chinese firms: Micromax's Rahul Sharma

Once the poster boy of India’s handsets industry, Micromax Informatics was blown out of the market in 2017 by Chinese brands. After nearly three years, the firm is planning a comeback into the local market with a brand new identity and a comprehensive strategy to regain lost ground. Rahul Sharma, co-founder of Micromax, shares his comeback plan in a candid chat with Arnab Dutta. Edited excerpts:
 

After bowing out a few years ago, Micromax is coming back into the smartphones market. Why now?
 

We are coming back into the market because this is need of the hour. Markets across the