Following the steps of Micromax, another Indian smartphone maker, Lava is going to replicate Xiaomi and Motorola’s online-only business model for selling its smartphones. To take this decision forward, the company has announced that it will soon launch a sub-brand of its popular Xolo brand along with an exclusive e-commerce portal for conducting the online sales smoothly.
The news also received a confirmation from the founder of Lava, Vishal Sehgal, via Economic Times. Although, Sehgal refused to unleash the name of the sub-brand and he also did not disclose a set timeline for the launch.
However, he mentioned that both the e-commerce website and the online-only sub-brand will be launched at the same time. This move is being compared to what local brand Micromax has done by launching ‘Yu Televentures’ along with the exclusive Yureka store through Amazon India. In the year 2012, Lava collaborated with Intel to launch the Xolo brand in India. Now, with the Xolo sub-brand, Lava is looking at a larger perspective in order to expand its reach further and also to compete with the other online-only smartphone sale brands.
Founder of Lava, Vishal Sehgal, also stressed that the company is not going to decrease the prices, the primary focus is to expand its reach. “We don’t want to do e-commerce for discounting and reducing the price, rather reach out to people who want to interact with the brand digitally,” he said.