Micromax is India’s top domestic smartphone vendor and has plenty of popular products on offer. Even so, it has a bit of a reputation for selling low-quality products and it knows that there are people who would simply never consider a Micromax phone over, say, a Samsung or a Sony. There are also dozens of other companies with very similar products, and any of them could easily become as successful.
The company now wants products that will stand out and have strong individual identities - and that means making some bold moves. The result is Yu Televentures, an all-new subsidiary company which will develop and sell smartphones aimed at the youth market. Yu will target tech-savvy but budget-conscious buyers, and is banking on catchy names and slogans with attitude. Interestingly, these phones will only be available online. The company also talks up an ecosystem of connected devices and a differentiated user experience.