“Out with the Box, In with the Pouch” – Micromax Introduces Pouch Packaging for its Latest Handsets

Micromax is leaving no stones unturned in its path of progress and it is soon gaining a reputation for its innovation and trend creating strategies. Just when you thought that there is not much non-tech stuff left to be experimented with, in the case of mobile phones, the Indian smartphone manufacturer surprised the world (in a good way) with its pouch packaging.

While everyone is focusing on the cost and features of the new handsets (X1800 priced at Rs. 699 and X1850 priced at Rs 749), very few are able to check the benefits of this disruptive pouch packaging. Phones have traditionally been offered in cardboard boxes. Apparently, Micromax has pushed its team to come up with a brilliantly designed pouch packaging that not only lowers the cost of the overall product, but also maintains the required quality levels as desired in a handset package. 

The package is vibrant and properly stuffed with information. The handsets, aptly named “Joy” indeed make the customers happy with the extremely low price of the basic feature-phone handsets and the nice packaging. If you see one of these pouches on a retail store’s shelf, you would need a lot of effort to keep yourself from buying it. Who would have thought that a pouch package would work so well with a handset?

Obviously the same cannot be done for expensive ones as there are risks associated with the packaging materials used. But for budget phones, this can definitely be a viable option, especially if the manufacturer intends to lower the costs further. The pouches work just like any other pouch package where the top can be ripped off easily and the product becomes quite accessible. 

The Indian market is probably one of the best places to gauge the effectiveness of a product’s packaging because customers in this market are open to trying out new things. If you speak about the average Indian customer, the presence of a pouch package should not come as a surprise because other products have adapted to this form of packaging long time ago. 

It may feel different to accept the fact that a mobile can come in pouch packaging, but it won’t take long for customers to get used to it. It would be really interesting to see the way packaging solutions are redefined to include pouch packaging as a possible design for various products across different product lines.