Micromax has roped in senior executives from Airtel, HTC and Sony Ericsson

Indian handset maker Micromax has roped in senior executives from Airtel, HTC and Sony Ericsson in a bid to strengthen its management and its position in the Rs 30,000-crore domestic handset market.

Giving the company a slight makeover from an entrepreneurial venture to a corporate, Micromax has created a new position of chief executive officer. It has divided its handset business into feature phones and smartphones, which will be lead by separate directors , the phone maker said in a statement on Tuesday.

Bharti Airtel’s Deepak Mehrotra has joined the handset maker as chief executive officer, a new position created in the company. Mehrotra was working as operations director of mobility business at Airtel before joining Micromax.

“We will move up (the company’s ) share in the market and map geographies were under-represented in each category,” Mehrotra told ET and added that his experience of sensing the customer’s requirements and infusing it into the brand in his former company would help him at Micromax. HTC’s former country head Ajay Sharma will head the mobile phone maker’s smartphone business.

The smartphone division was created recently to focus on creating affordable high-end phones as the company intends to move up the value chain and differentiate itself from others in the market. Sharma said Micromax is looking at garnering 10% market share.

Sony Ericsson’s head of modern trade Khaja Muzaffarullah will now lead sales of Micromax’s feature phone business.

In his new role, Muzaffarullah will leverage his expertise on emerging markets and create stronger distribution channels and robust network.

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