Micromax offshoot brand YU has been cleaning up shop in India over the past couple of weeks since launching it's first smartphone, the YU Yureka. Among the many reasons to pick up the YU Yureka are the price, specs and of course the fact that it comes with Cyanogen 11S out of the box. Much like the OnePlus One which launched internationally last June but was difficult to get for a long time, the YU Yureka is only sold online and in batches, ensuring that unless you're sitting there waiting for the stock to replenish you're probably going to have a hard time ordering one. BGR was able to sit down with YU co-founder Rahul Sharma and have a chat about the future of the company and what its doing with its latest products.
Specifically Sharma talked about the upcoming "Project Caesar" phone, in which he revealed the project name for the first time publicly, but wouldn't share a whole lot of information otherwise. He at least conceded that the phone would ship with Cyanogen OS, which runs Android 5.0 Lollipop, and that the phone would be the best in its category. Whether or not this means a similar device to the Yureka where it sells for well under $200 or a much more premium model will have to be seen. April is the target launch for the phone so we'll only have to wait a month or so until we get more details.
Sharma also talked about their strategy with YU as a company and why Micromax decided to spin off a brand new company in the first place. In the interview he talked about how Micromax already has a "tailwind behind it" and are growing in numbers and making more retail partners. Micromax wanted to be able to sell online only since that's a much more cost effective method but didn't want to alienate the partners it had already established. That's the purpose behind having YU as a brand, as YU sells online only and in batches the way Xiaomi, OnePlus and other manufacturers have started doing. Besides sales Micromax wanted to offer a brand that's tailored specifically to the "nerds" that want to customize their phones beyond just changing out the launcher or browser. YU is designed for those sorts of people that want a Cyanogen OS type experience out of the box. Check out the source link below for the full interview, and check out our hands on of the YU Yureka at MWC 2015.