Micromax announces the launch of a new online brand ‘YU’


Micromax Informatics, the largest Indian mobile brand, announced a strategic move to launch a new online brand ‘YU’, outlining its plan to build on software and services and offer a customised experience to the users. A strategic tie up with Cyanogen Inc., makers of the Cyanogen OS, the advanced mobile operating system has been already inked. The new brand, in partnership with Cyanogen, will focus on working with various companies to build a layer of services into the operating system itself.

The brand ‘YU’ owned by YU Televentures, a wholly owned subsidiary of Micromax Informatics, will be only sold online. Led by Rahul Sharma, co-founder of Micromax, the Internet brand ‘YU’ will cater to the new age audience. YU devices will be announced in India from December 2014.

Says 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.”

He further added, “We strongly feel that CYANOGEN is the right partner to help us deliver a differentiated experience in the mobile ecosystem, we are together committed to challenge the limits of possibility and create a new world.”

“We’re excited about this partnership as we share a common vision around a powerful user-focused mobile experience,” said Kirt McMaster, CEO of Cyanogen. “It’s only the beginning as the partnership unfolds. Micromax + Cyanogen = revolution. Stay tuned for many awesome new innovations that will arise from this collaboration.”