Micromax Invests in Cloud Provider MiMedia

"This is the first international investment by Micromax as part of its strategic vision of building a robust ecosystem of world class devices and services through innovative technologies from around the world to its consumers," the company said in a release.

MiMedia enables consumers to access all of their personal content (photos, videos, music, files) on any device at any time.

Micromax co-founder Rahul Sharma said that the company would start to focus on making investments in software startups, as it looks to continue to differentiate its smartphones.

"While we are not disclosing the terms of the deal, the strategic investment in MiMedia represents Micromax's first outside of India. Micromax has set-up a mergers and acquisitions team under Kumar Shah to look at technology startups across the US, Europe, Israel and India," the company statement added.

In an emailed statement about the investment, Sharma said, "The world is moving to smart devices and, through these strategic investments, we are ensuring that our consumers relish services that enrich their experience. We invest in companies that are providing revolutionary solutions for our customers and give them scale and access to our ecosystem. As a mobile first country, consumers' personal media needs to be easily accessed, organized and shared amongst family and friends. We saw this vision and much more in MiMedia."

Chris Giordano, CEO of MiMedia, said, "We love India and what is happening with digital in that special country. We are proud to have one of India's leading tech companies now as a strategic investor. MiMedia thinks only about consumers and providing the best experience with their personal media. In Micromax, we saw a similar vision - an incredible company that brings superior phones, at affordable prices, with best of breed software to offer a tremendous value to all of India and their expanding footprint across the globe."

Written with inputs from IANS