Amarinder Dhaliwal, co-founder of Done by None appointed as COO of Micromax YU

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Last week, Micromax announced the Micromax YU brand which will be the online only brand of Micromax in partnership with CyanogenMod. The new brand has been launched to take on the likes of Xiaomi. The new brand has just got itself a Chief Operations Officer with the name of Amarinder Dhaliwal. The man was responsible for founding the women's fashion website, Done by None.

Amarinder Dhaliwal
Amarinder Dhaliwal

He also happened to be the founding heading for a leading automobile blog in the country backed by the Times Group. The man is a veteran and  will be working closely with Micromax's co-founder, Rahul Sharma to build YU as a brand. His responsibility will be to setup the company's operations, drive marketing initiatives and generate revenues for the company.

The first YU smartphones will be launched in December 2014 and will sold online only. Xiaomi hired Jabong's co-founder earlier this year and now Micromax has hired another e-commerce website's co-founder. So hiring higher management officials of online stores seems to be the latest trend by new brands. The pricing will be a key factor in the success of the new brand. Let us see where things are headed.

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