It’s been a long journey for Micromax since the company came into existence in 2000. In the last 15 years, it’s gone from an unknown company to the second largest mobile phone manufacturer in India.
Last year, rumors started popping up about Project Eureka, Micromax’s new device running CyanogenMod OS, the supercharged, bloat-free android ROM which runs on millions of rooted devices all around the world.
Project Eureka was finally revealed as the YU Yureka on the 17th of December, 2014. YU was introduced as Micromax’s new sub-brand, which would be selling their devices online. The Yureka was YU’s first collaboration with CyanogenMod Inc, the people behind the custom ROM.
However, even before it was announced, the device had already gained quite a lot of notoriety, thanks to Micromax suing the other company selling a CyanogenMod device in India, OnePlus. OnePlus’s device the OnePlus One, the smartphone billed as the flagship killer had only just landed on Indian shores, but court case has seen them all but abandoning CyanogenMod as an OS.
The launch event saw Micromax going after yet another rival, the Chinese manufacturer Xiaomi. Xiaomi had been slowing down Micromax’s rise to the top thanks to the insane pricing of its devices.
Micromax decided to take them head on with the Yureka, which they billed as the Zeus (Greek God of Thunder, the most powerful of the Greek godhead) of all phones. Xiaomi’s game of flash sales and low prices was copied with no apologies given.
The Yureka is super-phone in it’s own right. With 2 gigs of RAM, an Octa-core 64-bit Snapdragon 615 processor, 4G LTE connectivity, a 13MP main shooter and a 5MP selfie cam tucked in together with a 5.5 inch HD display, the device if it was coming from some other manufacturer would have cost at least 20K (ala the HTC Desire 820).
However, in a bid to get back at Xiaomi, Micromax priced the Yureka at just 8,999 rupees, a grand cheaper than Xiaomi’s Redmi Note 4G. Xiaomi’s Tuesday 2 p.m. flash sale time has also been hijacked.
The first of those sales takes place tomorrow and with just 10,000 devices on sale and over 3,00,000 people registered, fastest finger first will be the name of the game when the clock hits 2’o clock tomorrow afternoon. Micromax will be testing the waters tomorrow and with all the hype about the device, they could soon be raking in the moolah.
Content Editor @ProdNote