Micromax's child brand, Yu Televentures is forced to launch a new smartphone. A few weeks back, there was a report from Teleanalysis saying that Micromax is shutting down the Yu Televentures brand for not being able to catch the Chinese brands. However, the company brushed off all the rumours and said that it would be soon launching a new smartphone called 'Yu Yureka Black.'
Just after the tweet was posted, the whole internet criticised the company for teasing the same smartphone which they launched back at the end of 2014. But the company has brushed off all these rumours, yet again, saying that the Yureka will be different from the earlier one and comes with upgraded internals and in new Matte Black colour to match the ongoing craze for black coloured smartphones.
Today, the company has rolled out media invites for an event to be held on June 1, 2017. The teaser image states 'Yureka is Back With Black,' along with a tagline #BlackAintForAll. Also, the device is shown slightly, and it features a metal body with antenna bands going through the edges.
That said, the design of the phone would be drastically changed as the Yu Yureka was entirely made up of the plastic body. However, there are no leaks about the specifications of the device currently, but they may surface before the June 1 launch.
Till date, Yu Televentures has launched nine smartphones- Yureka, Yuphoria, Yureka Plus, Yunique, Yutopia, Yureka Note, Yunicorn, Yunique Plus, and Yureka S. The last smartphones from the company was the Yu Yunique Plus and the Yureka S priced at Rs. 6,999 and Rs. 12,999 respectively. The last launch was taken place in August 2016, and since then, the company was silent. Nonetheless, its parent company Micromax too did not launch any noticeable smartphones in 2016.
Also, Rahul Sharma, the CEO of Yu Televentures said that the company is not shutting down and will launch smartphones in the future as well. A lot depends on the pricing and specifications of the Yu Yureka Black Edition. If Micromax gets both the aspects right, then it will give good competition to the Chinese brands in India.