Lava International To Sell New Brand On Own Online Platform

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Home-bred Lava International will soon launch a sub-brand of its popular Xolo brand of smartphones exclusively on an e-commerce platform it is developing, as the country’s third largest smartphone maker strives to replicate the success of foreign rivals Xiaomi and Motorola’s ‘online-only’ strategy.

Vishal Sehgal, co-founder and director at Lava, did not reveal the name of the new sub-brand but confirmed that its launch and that of the e-commerce site will coincide.

With the launch of the website, Lava will become the second Indian smartphone maker after Micromax to follow in the footsteps of the global majors, which have tasted immense success through their online-only model in India Micromax-owned Yu Televentures is selling its first smartphone, Yureka, exclusively through Amazon since January 13.

Lava’s move also follows Xiaomi’s successful strategy in China, where it sells via its own e-commerce site. Xiaomi, which has used the model to dethrone Samsung as China’s largest smartphone maker, plans to open an e-commerce site in India as well. Xiaomi not only sells handsets online but also cultivates its customer base through its own software, services and entertainment offerings. Original post at ET Telecom

Wahengbam Rorrkychand

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