Salora POWERMaxx smartphone launched for Rs 15,999

The Indian smartphone market keeps getting new entrants all the time and this time around its consumer electronics maker Salora’s turn. Salora has launched a new smartphone in India dubbed the POWERMaxx for Rs 15,999.

Now, this is not exactly a cheap starting point for a new brand especially in a price category that is crawling with global smartphone vendors like Nokia, Samsung, Sony, HTC and the works, but Salora definitely will hope that it has something that would appeal to the Indian consumer.

The specs are not exactly earthshattering, but there some interesting caveats which could make the POWERMaxx an interesting contender. Firstly, the device is powered by a 1GHz dual-core CPU based on the ARM Cortex A9 instruction set, which works in concert with 512MB of ROM and 4GB of internal memory that can be expanded via a microSD card slot.

The interesting stuff begins with the display. The display has a qHD resolution and measures 4.5-inchs, but Salora is touting a Zero Air Gap technology that sounds similar to the optical bonding/In-cell type of display technology found in the iPhone 5 and the Microsoft Surface RT tablet. This technology basically reduces the gap between the front panel and the actual display assembly, which makes the text pop out even more. Additionally, Salora even says that the display is dustproof.

Salora claims that the battery life is another area of strength for the POWERMaxx as it packs in a massive 3,200-mAh battery that too in a rather svelte 10.9mm package for a device of this class.

Besides this, the POWERMaxx also has an 8-megapixel rear camera that can shoot 720p video and a 1.3-megapixel front-facing camera. On the connectivity front it has Bluetooth and Wi-Fi and voice calls Salora claims to have added a dual-mic-design for ambient noise cancellation and also has dual-SIM capabilities.

It will ship with Android 4.0 Ice Cream Sandwich, but according to the company it will be upgradable to Android 4.1 Jelly Bean.

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