Lava mobiles will launch the next series of smartphones at an event scheduled on 7th January as announced by the company on Twitter. The event will start at 12pm and will be live-streamed through Lava’s YouTube channel. Because the company is using the #ProudlyIndian hashtag, it is likely that Lava will launch Made in India phones to cash in at the anti-China sentiment that existed in the country a few months ago and continues for a lesser degree even now. The official tweet has mentioned that the upcoming Lava phones would be game-changers and has not revealed anything except that. But, in a report last week, 91Mobiles unveiled a few key details about the upcoming Lava phone launch.
Recently, 91Mobiles stated that Lava will launch around four smartphones at the 7th January event. The smartphones have been priced between Rs.5,000 and Rs.20,000 and would be spread across price points. The hardware and other features of the upcoming Lava phones are not known yet, so it can be said that their main highlight will be the ‘Made in India’ factor. With this, Lava will follow the footsteps of Micromax in launching smartphones that are made in India and take on the likes of Xiaomi, Oppo, Vivo brands to which they lose their market share half a decade ago.
It must be noted that the first smartphone of Micromax was not fully made in India. The company had to use batteries made in India at the Note 1 smartphone as a result of supply-chain constraints and the smartphone was heavily marketed as a made in India smartphone. The decision of using a Chinese component in the smartphone was taken by a company because of a delay in receiving the required certification for the battery made in India.
Lava has been hugely out of the limelight in the mainstream Indian smartphone market despite trying to comeback a few times in the last five years. Recently, the company launched the Be U smartphone aimed towards women. In the month of July, the company launched the Made in India Lava Z61 Pro smartphone. It also revealed the Z61 budget smartphone in the month of August, without the branding of ‘Made in India’ or ‘Proudly Indian’.