India-based mobile handset manufacturer which is giving a tough challenge to global handset brands in the Indian market, Micromax announced the launch of its Sri Lankan operations.

For the Sri Lankan foray, Micromax has entered into a Sales 7 Distribution agreement with M/s Infinity Lanka Holdings (P) Limited. The alliance will offer Micromax products through over 1500 outlets across the country.

Initially Micromax will offer7 models ranging from 3000 to 25,000 Sri Lankan Rupees.

“Micromax looks at Sri Lanka as a very important business territory and we are extremely delighted to be commercially available in Sri Lanka. This launch gives us a chance to take the success of Micromax from India to entire SAARC nations. Our key focus has always been technology innovation and value adds for our customers, we are confident to repeat the success story in this paradise island by becoming the preferred mobile phone brand in the territory. Srilankan Market has immense potential for the growth of mobile phone industry and there is a huge untapped telecom consumer segment waiting for our range of innovative mobile phone models,” commented Vikas Jain, Business Director Micromax Informatics Limited.

“Youth will be our core customer segment in Sri Lanka and we shall also be reaching out to the low tele-density rural population of the territory specially with our 30 days battery backup phone models and Dual SIM mobile phones which will provide an operator choice to our customers”, added Vikas Sahni, Business Head for SAARC territory, Micromax Informatics Limited.

The company has also set up MicroMax Experience Zone in Colombo. As a advertising initiative in the region, Micromax will serve as sponsor for events such as IIFA 2010, The Asia Cup and The Cricket Tri Series.

Micromax also has presence in Nepal.