[Exclusive] Mivi to launch its first phone in India under Rs 15,000 with a Snapdragon processor
India’s budget smartphone market is seeing some new names emerge as established brands, willingly or unwillingly, move towards higher price segments. Audio brand Mivi is the latest to prepare a move into smartphones, with its first phone set to target buyers looking for affordable 5G connectivity. 91mobiles has learned exclusively from industry sources that the phone will be priced below Rs 15,000 and come with a Snapdragon processor.
Mivi phone launch: what to expect
The Mivi phone will mark the company’s entry into India’s smartphone market. A promotional poster on Flipkart has already gone live, showing a green colour option and a flat rear panel with rounded corners. The device will be sold through the e-commerce platform, although Mivi has yet to announce its launch date, full specifications or exact name and pricing.
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According to sources, the Mivi phone will use a Qualcomm Snapdragon chipset and will be priced under Rs 15,000. Mivi claims this will make it the only phone in this price segment with a Snapdragon processor. For buyers, the Snapdragon chipset could make the Mivi phone interesting on paper, but the processor alone will not determine whether it is a good alternative to established brands. Software support, cameras, battery life, performance and after-sales service will be equally important once the phone launches.
Mivi is best known for affordable audio products, including TWS earbuds, Bluetooth speakers, soundbars and AI-powered devices. Its smartphone entry follows Fire-Boltt’s recent move into the category with the Boltt Evo 4G and Boltt Ace 5G, which start under Rs 10,000. Mivi has also reportedly onboarded industry veteran Himanshu Tandon, who previously worked with POCO and CMF by Nothing, as it prepares to enter the competitive smartphone market.
Mivi’s entry comes at an interesting time for India’s smartphone market. Fire-Boltt has already launched phones, Ai+ has entered the segment, and Micromax is reportedly preparing a return, while Philips has also teased an upcoming smartphone. These brands are finding room as established players such as Redmi, Realme, OnePlus, OPPO and Vivo focus on more profitable price bands higher up in the spectrum.
Rising RAM and storage costs have also made it harder for major brands to maintain the aggressive pricing that once defined the budget segment. That has created an opening for newer brands to target buyers who still want capable hardware without spending Rs 20,000 or more. If Mivi combines its Snapdragon processor with competitive cameras, battery life and dependable after-sales support, it could give budget buyers another option at a time when affordable smartphones are becoming harder to find.
