Micromax's Yu sub-brand reminds everyone it still exists, teases new phone

Not much is known about what's in store for Yu, with the only lead being a cryptic tweet.

  • Published: August 23, 2018 3:55 PM IST
yu yureka black review logo

If you’d forgotten about Yu, the smartphone sub-brand of Micromax, we wouldn’t blame you. The project started out as a promising one back when Micromax was still in the top five smartphone vendors in India, but the company’s falling position in the smartphone industry has taken a toll on the Yu brand as well. The last smartphone from Yu was the Yu Yureka 2, which was launched nearly a year ago in October 2017.

After about ten months of silence from Yu, the company’s Twitter account has come alive again. The official account has tweeted a cryptic teaser that doesn’t reveal much, except that we can expect a new Yu phone to be launched soon. Based on the teaser, the phone could be called the Yu Ace, or something of the sort. However, the lack of information at this point means that everything is speculative.

Going by Yu’s typical approach to its smartphones, the new Yu smartphone could be an affordable or mid-range device. Yu was originally launched as an online-only smartphone brand in 2015 with the Yu Yureka, at a time when offline retail still ruled the way we bought phones. It had a distinct price advantage then, and Micromax was able to price the device lower without upsetting its own channel partners and distribution strategy for its Micromax-branded devices.

The last smartphone from Yu was the Yu Yureka 2, which was launched in late 2017. The phone was powered by the Qualcomm Snapdragon 625 SoC, and came with 4GB of RAM, 64GB of internal storage, a 16-megapixel rear camera, 8-megapixel front camera, a 5.5-inch full-HD display and a 3,930mAh battery. Priced at Rs 11,999, it was viewed as a competitor to the Xiaomi Redmi Note 4, but didn’t quite enjoy the same scale of success as the Note 4.

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Yu Yureka 2


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  • Published Date: August 23, 2018 3:55 PM IST