Electronics maker Micromax, which has roped in Bollywood actor Anil Kapoor as its brand ambassador, expects its consumer durables vertical to contribute 25 per cent of total revenue in three years.
"Consumer electronics currently contributes about 10 per cent to the overall revenue and the company expects the consumer durables vertical to contribute up to 25 per cent of its revenues by the end of 2019," Micromax said in a statement.
Micromax said it has invested close to Rs 200 crore to build channel and infrastructure capabilities and has a vision to be a complete consumer electronics brand in next three years.
In a statement, Micromax said it has roped in Anil Kapoor as its new brand ambassador. Micromax said it will roll out a campaign with TVC, print, digital and OTH advertisements.
In April 2016, Micromax diversified its product portfolio and announced shift to non-mobility segments as well.