Reliance LYF, an Indian mobile handset manufacturing company which is a subsidiary of Reliance Retail, the consumer electronics arm of RIL(Reliance Industries Limited), has captured substantial market share through the sale of its LYF phone devices in six months.
According to an earlier report by Counterpoint Research, in May 2016, LYF became the fifth largest smartphone player and second largest LTE phone supplier in India and as per latest report of 17 June by Cyber Media Research and Services Ltd, LYF was India’s third largest selling mobile phone brand in the March quarter with a 12.6% market share, behind Samsung and Lenovo.
As per the report, first quarter of the calendar year saw 42 brands shipping smartphones, datacards and tablets with LTE devices for 4G wireless communications support. Among these Samsung, Lenovo and LYF lead with 32%, 13.4% and 12.6% market share, respectively.
LYF phones are sold through Reliance Digital, Digital Express stores and through their official website mylyf.com. The company currently has 3,245 stores, including 1,748 stores under Reliance Digital, Digital Express and Digital Express Mini brands.
These phones come in four variants: Flame, Earth, Water and Wind, which are sold in a price range of Rs.3999 to Rs.19,999. RIL has so far launched 15 variants for its LYF phone devices. Till April, Reliance LYF had sold 1.5 million devices.
Jio has still not launched its 4G services commercially, but looking at LYF sales it seems RIL is on right track. Just Like Chinese mobile manufacturer OnePlus, launching Jio services through invite based system and offering free unlimited Jio services bundled with LYF phones is a marketing trick which is working just right for RIl.