After Micromax, another Indian smartphone brand Lava has also decided to replicate Xiaomi and Motorola’s online-only model for smartphones. For this purpose, the company has announced that it will launch a sub-brand of its popular Xolo brand, and also launch a dedicated e-commerce platform to conduct online sales of the device.
This news was confirmed by founder of Lava Vishal Sehgal to Economic Times. He refused to reveal the name of the sub-brand, and did not provide any timeline for the launch.
However, he did say that both the e-commerce site and the online-only sub-brand will be launched simultaneously. This move is similar to what local brand Micromax did, by launching ‘Yu Televentures’ and exclusively selling the Yureka through Amazon India.
Lava partnered with Intel to launch the Xolo brand in India in 2012 but soon after became a chipset agnostic smartphone brand. Now, Lava looks to expand its reach further with this Xolo sub-brand to compete with the other online-only smartphone sale brands, in order to stay relevant.
Sehgal maps out the plan for this online-only strategy. He stresses that the company is not looking at reducing the prices, rather to expand its reach. “We don’t want to do e-commerce for discounting and reducing the price, rather reach out to people who want to interact with the brand digitally,” he said.
The smartphone industry in India has changed drastically, ever since e-commerce came into the play of things. Last year, we saw international brands like Motorola, Xiaomi and OnePlus penetrate the Indian market easily through the disruptive online-only model. Lava, predictably, doesn’t want to be left out.