In a bid to take on growing new players like Xiaomi, OnePlus and Motorola; Lava-backed Xolo will get into the online-only retail space. The Noida-based company will launch a new sub-brand called Black under which it will launch 5-6 smartphones in a year.
The phones will be priced between Rs 10,000 – Rs 20,000 and all of them would be 4G enabled. The first Black smartphone will be launched in June with a dual rear camera and will be priced below Rs 15,000.
Xolo is the latest brand to launch an online only sub-brand to cater to the urban youth audience. Earlier, India’s second largest smartphone vendor, Micromax, also launched a sub-brand called Yu as an online only brand. Even Chinese incumbents like Huawei and ZTE have launched new brands – Honor and Nubia – in order to shed their legacy brand image and target new audiences.
The first Xolo Black smartphone will focus on camera performance and will feature a dual rear camera for depth sensing to give a depth of field effect. It will run on Xolo’s proprietary Hive UI on top of Android Lollipop. The company claims to have optimized the battery and processor performance.
“We see most of the smartphones priced above Rs 10,000 are selling online and in top cities where most of our consumers come from. That’s why we are setting up an online-only proposition,” said Vishal Sehgal, co-founder, Lava International.
The company has set up a completely separate product team for Xolo Black, which the company will position as a more premium and higher-end brand than Xolo phones.
For Xolo Black, the company has tied up with an e-commerce brand and a telecom operator. Unlike Xiaomi, Yu and others, Xolo won’t have flash sales for its Black smartphones.