Micromax launches YU, an online-only brand with devices powered by Cyanogen OS

“Micromax has finalised a new strategy to address the changing market dynamics in India”

Micromax has always loved being in the news, and as one of the most successful smartphone brands in India, has seen exponential growth over the years. However, brands like Xiaomi and ASUS have grabbed more headlines in the recent past, and Micromax is not going to take that lying down. The smartphone market in India has also undergone a sea change during this time, and user expectations have gone up substantially. People not only expect loaded specs at affordable prices, they’re also extremely vocal about things like software experiences, OS updates, performance, battery life, camera quality etc. And thanks to the aforementioned brands, they’re getting enough choice. Micromax may have lain low for a tad bit, but now its going into overdrive again with YU, an online-only brand that has been conceptualised to address what the company calls ‘new-age audiences’.


Spearheaded by Micromax co-founder Rahul Sharma, the new brand will be part of YU Televentures, a wholly-owned subsidiary of Micromax Informatics. There are no details on the devices yet, but the new brand will feature devices powered by Cyanogen OS, the renowned custom ROM that’s built with Android as the base. The fresh set of devices are expected to be announced in India sometime next month.

To quote Rahul Sharma, “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.”

We don’t know about ‘YU’, but we’ll certainly be keeping our eyes peeled and our ears to the ground to see what the new brand has in store…