>Vikas Jain, Micromax’s cofounder, was not concerned when I brought this up to him. “Our target customers are Indians who are buying their first smartphone, or people who are upgrading to their first smartphone from a feature phone,” he told me in a phone interview. “These people aren’t really bothered about how fast the processor is, or how clear and rich the display is. Their needs are a lot more...basic, and as long as they get decent battery life, a decent camera, and a basic internet surfing experience, they are satisfied.”

A market ripe for disruption.