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Abstract
Micromax is a mobile phone company in Indiaheadquartered in Gurugram, Haryana,and it was the largest manufacturer of devices in Indian cellphone market 2 years back leaving Samsung far behind. Also it was the 10th largest globally. Micromax built its huge market share and penetrated low value smartphone & cell phone market by getting its major cell phone components manufactured by Chinese companies like Gionee&Oppo. Later Chinese brands like Xiaomi, Oppo, Vivo, OnePlus, Huawei and others like Motorola and Nokia have come up with smart innovations and good business strategies to conquer a large part of the market. This is the phenomenon that will totally opposes the magical growth of Micromax, gradually dominance market share of the Micromax diminishes rapidly due to inefficient promotion and over depends of low quality materials. However Chinese overlapping towards mobile industry is considered as the proximate cause of existing dilemma of Micromax. Not only Micromax, there are some other mobile companies such as Intex, Carbon, Lava etc. also faces marketing problems due to Chinese invasion.