comscore XOLO to launch new phone every quarter under sub-brand Black

XOLO to launch new phone every quarter under sub-brand Black

  • Published: June 15, 2015 11:20 AM IST

Domestic handset maker XOLO plans to launch new handset every quarter under sub-brand Black as it looks to compete aggressively with brands like Xiaomi, Motorola and Yu that drive significant chunk of their revenues from online sales. Also Read - Nothing Ear 1 gets a temporary price cut on Flipkart: Here's the new price

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XOLO, which has launched Black to cash in on the increasing consumer comfort for buying handsets online, will unveil its first device under the series later this month in the sub-Rs 15,000 range. “At XOLO, we have always focused on building a strong digital presence. Even now, XOLO has 20-22 percent of the total sales coming from online channels. Introducing an ‘online-only’ sub-brand is a natural progression for XOLO, catering to the experience-seeking online customers,” XOLO Business Head Sunil Raina told PTI. Also Read - Flipkart, the Walmart-backed e-retailer ventures into healthcare sector with Flipkart Health+

He, however, declined to comment on the contribution of Black to online sales. Raina said that the company is looking at launching a new handset under the Black Series every quarter. “Eventually, we will have three-four devices in its portfolio at any given point in time,” he said. XOLO has partnered e-commerce major Flipkart to sell the first device in the Black range. “Their premium sub-brand ‘XOLO Black, which will be an exclusive on Flipkart, brings some interesting features for customers,” Flipkart Vice President Commerce Platform & Head (Strategic Brand Alliances) Michael Adnani said. Previously, homegrown smartphone major Micromax had launched its online-only ‘Yu’ brand in India.

Similarly, China’s Huawei had commenced selling devices online under its ‘Honor’ range, but has now expanded into offline channels too. Another Chinese firm, ZTE has a ‘nubia’ range to focus on online sales. “Metro cities and tier I cities make up for about 40-50 percent of our business and this region also has a strong uptake for online buying. Black will be about high-end technology at honest pricing,” XOLO’s Raina said. Black series will include a portfolio of products, which will be future ready when it comes to technology as well as network and all Black devices will be LTE-ready, he added.

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  • Published Date: June 15, 2015 11:20 AM IST

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