LYF (pronounced "life"), also known as

Jio Reliance Jio Infocomm Limited, doing business as Jio, is an Indian telecommunications company and a subsidiary of Jio Platforms, headquartered in Navi Mumbai, Maharashtra, India. It operates a national LTE network with coverage across all 2 ...

LYF, is an Indian brand of

smartphone A smartphone is a portable computer device that combines mobile telephone and computing functions into one unit. They are distinguished from feature phones by their stronger hardware capabilities and extensive mobile operating systems, whic ...

laptop A laptop, laptop computer, or notebook computer is a small, portable personal computer (PC) with a screen and alphanumeric keyboard. Laptops typically have a clam shell form factor with the screen mounted on the inside of the upper li ...

consumer electronics Consumer electronics or home electronics are electronic (analog or digital) equipment intended for everyday use, typically in private homes. Consumer electronics include devices used for entertainment, communications and recreation. Usually r ...

developed by Jio and headquartered in

Mumbai Mumbai (, ; also known as Bombay — the official name until 1995) is the capital city of the Indian state of Maharashtra and the ''de facto'' financial centre of India. According to the United Nations, as of 2018, Mumbai is the second- ...

Maharashtra Maharashtra (; , abbr. MH or Maha) is a states and union territories of India, state in the western India, western peninsular region of India occupying a substantial portion of the Deccan Plateau. Maharashtra is the List of states and union te ...

India India, officially the Republic of India (Hindi: ), is a country in South Asia. It is the seventh-largest country by area, the second-most populous country, and the most populous democracy in the world. Bounded by the Indian Ocean on the so ...

. It manufactures 4G-enabled

VoLTE Voice over LTE (VoLTE) is an LTE high-speed wireless communication standard for mobile phones and data terminals, including Internet of things (IoT) devices and wearables. VoLTE has up to three times more voice and data capacity than older 3G U ...

smartphones which run on

Android Android may refer to: Science and technology * Android (robot), a humanoid robot or synthetic organism designed to imitate a human * Android (operating system), Google's mobile operating system ** Bugdroid, a Google mascot sometimes referred to ...

. It is a subsidiary of

, the telecommunication arm of Reliance Industries. According to the news, the Lyf brand is launching a new set of consumer Electronics range in 2022 Q1 According to Counterpoint Research, LYF was the fifth largest smartphone player and second largest LTE phone supplier in India in 2016.

History

LYF was established in 2015 by the telecom operator, Jio. Marketed closely along with

's 4G services, smartphones under the brand were slated to launch in November 2015. In January 2016, it launched its first set of 4G-enabled smartphones named after the four elements: Earth, Flame (Fire), Water, and Wind.

Market

In May 2016, international market tracker Counterpoint Research reported that LYF had become the fifth-largest smartphone producer in the Indian market, capturing a 7% share in the January–March quarter of the financial year 2015-16. It was the second-largest LTE phone supplier after

Samsung The Samsung Group (or simply Samsung) ( ko, 삼성 ) is a South Korean multinational manufacturing conglomerate headquartered in Samsung Town, Seoul, South Korea. It comprises numerous affiliated businesses, most of them united under the ...

, surpassing

Micromax Micromax (Scott Wright) is a fictional character, a mutant superhero appearing in American comic books published by Marvel Comics. Publication history Micromax was created by Alan Davis and first appeared in ''Excalibur'' #44 (Dec. 1991). Fi ...

and

Lenovo Lenovo Group Limited, often shortened to Lenovo ( , ), is a Chinese Multinational corporation, multinational technology company specializing in designing, manufacturing, and marketing consumer electronics, Personal computer, personal computers, ...

during the quarter. "In first quarter of its inception, LYF instantly climbed to become one of the top five smartphone brands in India in terms of shipment volumes," Tarun Pathak, senior analyst at Counterpoint said in the report. Reliance Digital had shipped around 1.7 million LYF branded smartphones in the first quarter of 2016.

Products

In October 2015, LYF tied up with domestic handset maker Intex to supply 4G handsets enabled with voice over LTE (VoLTE) feature. In January 2016, it launched its first set of smartphones - LYF Earth 1, LYF Water 1, and LYF Water 2.

Production

LYF smartphones are manufactured by Chinese handset maker

ZTE Corporation ZTE Corporation is a Chinese partially state-owned technology company that specializes in telecommunication. Founded in 1985, ZTE is listed on both the Hong Kong and Shenzhen Stock Exchanges. ZTE's core business is wireless, exchange, optic ...

, Intex, as well as ODMs like CK Telecom Limited, Wingtech, and

Wiko Wiko ( ) is a French company, fully owned subsidiary of Chinese mobile phone manufacturer Tinno Mobile. History Wiko was established in February 2011 by French businessman Laurent Dahan. Its head office, design and marketing teams are based in Ma ...

. As of early 2016, it has been reported that 600 thousand smartphones have been supplied to LYF by ZTE.ZTE plans manufacturing unit in India
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Distribution

LYF phones are directly sold through its

retail Retail is the sale of goods and services to consumers, in contrast to wholesaling, which is sale to business or institutional customers. A retailer purchases goods in large quantities from manufacturers, directly or through a wholesaler, and t ...

outlets. In February 2016, LYF tied up with app-based delivery service

Grofers Blink Commerce Private Limited, d/b/a Blinkit and formerly Grofers, is an Indian e-commerce, instant delivery service. It was founded in December 2013 and is based out of Gurgaon. Customers of the company use a Mobile application management, mo ...

and online retailer

Amazon Amazon most often refers to: * Amazons, a tribe of female warriors in Greek mythology * Amazon rainforest, a rainforest covering most of the Amazon basin * Amazon River, in South America * Amazon (company), an American multinational technology c ...

to deliver its phones to users.

References

External links

* {{Electronics industry in India Mobile phone companies of India Companies based in Mumbai Indian companies established in 2015 Consumer electronics brands Electronics companies of India Mobile phone manufacturers Indian brands Reliance Retail 2015 establishments in Maharashtra Electronics companies established in 2015