Micromax revives 'Yu' brand to script comeback in Indian smartphone market

Micromax is attempting a comeback with a new lineup of devices under its 'YU' brand as the homegrown player looks to regain its hold in the hyper-competitive Indian smartphone market.

Micromax co-founder Vikas Jain said the Indian smartphone market has undergone a massive change in the last few quarters, especially after Reliance Jio launched its services in September 2016.

"From low connectivity, the country is now among the highest consumers of data globally. And with that, consumer preferences for devices have also evolved. So, over the past few quarters, we went back to the table to understand consumer needs and bring devices that are suited these requirements," he told

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