Homegrown brand Micromax on Friday announced it was making a comeback with a new sub-brand ‘In’. The development comes on the heels of the Production Linked Incentive (PLI) approvals sanctioned by the central government, thus, moving a step closer to ‘Atmanirbhar Bharat’.

“We are delighted to make a comeback in the India market with our sub-brand ‘In’. When you have the word India or ‘In’ on you, it gives you a sense of responsibility. The weight of a billion hopes. But bigger than anything is the pride it gives. Our endeavour is to bring India on the global smartphone map again with ‘In’ mobiles,” Rahul Sharma, Co-founder, Micromax, said in a statement.

According to the handset maker, the new avatar is inspired by the fun, bold and aspirational Indian millennials, who are looking for performance-oriented products for their digital journey and are set to drive India’s success story. The brand colour and overall visual identity are inspired by India’s blue colours — the blue that we are recognised by, the company added.

With its brand promise to bring uncompromised performance and a secure user experience, Micromax plans to holistically build and grow the smartphone ecosystem, where Indian consumers can truly benefit.

The Ministry of Electronics and IT (MeitY) last week approved several non-Chinese companies including Bhagwati (Micromax) to manufacture mobile phones in the country under the government’s Production-Linked Incentive (PLI) scheme. Currently, the handset maker has a retail presence in the form of more than 10,000 outlets and over 1,000 service centres.