Micromax, one of the top smartphone companies in India, plans to launch a range of new products under the brand name “Yu”. Micromax plans to sell the Yu products exclusively online, a strategy similar to that adopted by Xiaomi. These devices are expected to hit the market sometime in December this year.

Micromax has formed a new wholly-owned subsidiary Yu Televentures which will offer smartphones and other products under the Yu brand. The first device to be released by the company will be powered by an operating system from Cyanogen, a US-based company.  This would be an affordable phone that would be first launched in India and then later in other developed countries.

The Yu brand smartphones are targeted at the tech-savvy youth who can customize the phones according to their choice. Micromax founder Rahul Sharma said, ”We’re targeting all tech enthusiasts who will be able to bootstrap the device and play with it.” Bootstrapping or rooting a device makes its warranty void but the Micromax chief has said that the company will honor the warranty even if a device is rooted, which is great news for the tech enthusiasts.

Micromax Yu Brand - 2

Cyanogen’s operating system CyanogenMod is a modified version of Android OS and allows a wide variety of customization in the User Interface. That is why this OS has become very popular and more than 12 million devices all over the world run CyanogenaMod. The website for Yu will start soon and will reveal the all the features for possible customizations on the new smartphone by the users. Later on, the company will introduce other products including wearables such as smartbands and smart shirts.

Micromax is currently the second largest mobile phone vendor in India based on the shipment data for the Q3 of 2014. The company has a 14.5% share second only to Samsung which has a share of 15.1%. The share of Micromax in the smartphone segment is 20.4% against 25.1% share of Samsung. The Indian smartphone market is highly competitive and the company needs to be innovative in order to stay ahead in the race.

Source: The Economic Times