Indian smartphone maker Micromax has decided to launch YU brand of devices which will be sold via online channels such as Snapdeal, Flipkart, etc.
YU Televentures, a wholly owned subsidiary of Micromax Informatics, will own the YU brand.
Rahul Sharma, co-founder of Micromax, will look after the Internet brand YU. YU devices will be announced in India from December 2014. The company will announce more details later.
Earlier, Chinese device maker Lenovo also announced a similar move to launch a new brand focusing on the Internet audience.
Lenovo in October said the new brand will be under a new company which will be operational from April, 2015. The new brand will focus on customers who are buying devices using the online platform in the country. However, Lenovo branded smartphones and tablet will not disappear from the Chinese telecom market.
YU Televentures has already tied up with Cyanogen Inc., makers of the Cyanogen advanced mobile operating system. The new brand, in partnership with Cyanogen, will focus on working with various companies to build a layer of services into the operating system itself.
“YU will be a game changer brand in India. Disruption has to be the name of the game and with this partnership, we are raising the bar again and rewriting the rules. As YU is envisioned to build an ecosystem of connected devices and offer a differentiated user experience, we will engage directly with consumers,” said Rahul Sharma.
Cyanogen OS, built on Android, is known for delivering rich software advancements that optimize performance, customization, security, and privacy features on mobile devices.
Micromax is currently the largest mobile vendor in India with a market share of 16.6 percent in Q2 of 2014, according to Counterpoint Research. The brand’s product portfolio embraces more than 60 models today, ranging from dual–SIM phones, 3G Android smartphones, tablets, LED televisions and data cards.
The company has its operations across Russia and SAARC markets. Micromax sells more than 3 million mobility devices every month, with a presence in more than 560 districts through 1, 30,000 retail outlets in India.