Micromax unveils online-only YU brand, announces tie-up with Cyanogen Inc

Micromax CM phone mock-up
A mock-up

Micromax on Tuesday announced that it has set-up a wholly-owned subsidiary in the form of YU Televentures, which will release devices under the ‘YU’ brand. The company also officially announced a tie-up with Cyanogen Inc., which will be working with YU Televentures to offer a customized software and services experience to YU users.

“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 Micromax co-founder Rahul Sharma.

According to Micromax, the first smartphone under the YU brand will be released next month i.e. December and it will run on Android-based CyanogenMod. The company has also stated that the YU-brand, similar to Huawei’s Honor or Xiaomi, will be online-only and will market through ‘direct-to-consumer’ model.

Micromax and Cyanogen have been in talks for the past one year and the first indication about a possible CM-branded Micromax phone was revealed in a The Information report last month.

There is no word on the details of the upcoming YU smartphone at this point but we hope to hear from the company soon.

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