Micromax introduces Canvas Fire A 104 at Rs 6999

After Canvas Duet and Canvas HD Plus, Micromax has launched another Android KitKat phone, Canvas Fire A104 at a price of Rs 6,999.

A dual SIM phone, Canvas Fire A104 runs on Android 4.4.2 KitKat out-of-the-box. The smartphone comes with 4.5 inch display, and it is powered by 1.3 GHz quad-core Media Tek processor along with 1 GB RAM.


The smartphone sports a 5 MP autofocus rear camera with LED flash and a0.3 MP front camera. Canvas Fire also has 4 GB inbuilt storage, which can be expanded up to 32 GB via SD card. The smartphone is available in Black and Gold, White and Gold and White and Silver.

Micromax on guard

With more foreign players like Xiaomi Mobiles, Obi Mobiles, Jolla and Oppa entering Indian market, Micromax, which is placed second only after Samsung, has been playing aggressively introducing new models.

In the last two months, the company introduced numerous models such as Duet, HDPlus and Unite. The company has also struck a deal with Google to bring Android One, a project that aims to bring smartphones at a cost of $100.

Besides, the company has entered Russian market with Rs 100-crore marketing spend. An analyst at global research firm Gartner said, “Its success in India will help Micromax do well in global markets. But it may take time. It is a fully-grown handset company that understands the end-user demand.”

“According to sectoral data, handsets that cost 5,000 roubles ($146) make the fastest-growing segment, 33 per cent of the market. But the average price of a smartphone is $300 in Russia, according to a report by a retailer there,” says Business Standard report.

The company has recently roped in Hugh Jackman for its Turbo, which managed to grab social media attention. However, brand experts feels that it is yet to find out how Hugh Jackman as Micromax brand ambassador would do well for the company.





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