Interview With : Shubhodip Pal , Chief Operating Officer, Yu Televentures
Updated on: 16 Jun 2016
Yu Televentures has been present in the market for over 16 months and is now looking to acquire higher market share in the ever-so-competitive Indian smartphone space. The company claims to have sold over 2.5 million handsets online till date with meagre spending on marketing or advertising (less than Rs 1 crore). It partnered with Amazon and Flipkart. It started with four people and now, it is strengthening its team to 40 people that will be managing 19 states by the end of this quarter. However, most of the brand's sales are from top 20-23 cities.
In a recent development, Yu Televentures, a subsidiary of Micromax Informatics, launched its flagship smartphone brand named Yunicorn. The company claims the new smartphone to be a complete amalgamation of compelling hardware and software capabilities. The company has also launched a full- fledged advertising campaign to promote Yunicorn.
Interestingly, Micromax's Former Chief Marketing Officer, Shubhodip Pal is heading the marketing activities for Yu Televentures. He came onboard in February this year and is determined to take the brand to newer heights. AdAge India decided to speak with Pal to find out more about the brand and understand their way forward in the India market.
Q. Firstly, how has been the journey for Yu Televentures in the last 16 months?
Yu Televentures' products have been out in the market since December 2014. We started with Yureka, which has been largest selling phone online. Then we came up with Yutopia, Yunique and others. Initially the game plan was to create an online brand but we soon realized that there is a lot of space beyond online as well. Hence, Yu will now begin the general trade from July 1.
However, before opting for general trade, we decided that Micromax and Yu Televentures cannot have the same channels especially with the distribution as they might end up cannibalizing each other. So, it follows a dual brand strategy where Yu Mobile becomes the flagship brand and Micromax becomes the warrior and massy brand.
Q. Fundamentally, how much is Yu Televentures different from Micromax, especially with the top management hailing previously from the latter?