Who would roast him? He would pay influencers to talk good shit about his new brand. News media is already all about posting press releases. No one cares if all you do in India is assembly. It just has to sport made in India label.
I don't think Micromax has the best rep. Literally all of my friends know them as a brand that sells cheap low quality phones. They will need quite some marketing to get past that. Maybe the patriotism card will help lol.
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