Xolo to launch online only sub-brand Black in India

Following the success of brands like Motorola, Xiaomi and OnePlus in the online-only model market for smartphones, Xolo , the smartphone-only brand of Lava International, is set to launch its online only sub-brand Black in India.

Expected to be launched in mid-June, the company will have a range of five to six smartphones under this new sub-brand and will be priced under Rs 20,000.

Focusing as a premium and high-end brand, the first Black smartphone will have a dual rear camera for capturing depth of field and will be 4G-enabled. It will run on company's proprietary UI Hive 1.5, which will be based on Android Lollipop.

According to Vishal Sehgal, Co-Founder, Lava International, "India is an Android-dominated country and unlike many other brands focusing on iOS-like interface, ours will be completely Android driven."

The company also plans to optimise the battery on the first Black smartphone, which will be launched for a price tag of around Rs 15,000. The company has tied up with an e-commerce brand and a telecom operator.

Last year, Micromax announced the launch of its online only brand YU. Recently, Huawei too moved to the online only model with its Hondor brand. ZTE's Nubia will also be sold only through the e-commerce model.