Mivi enters smartphone market with budget device featuring 6000mAh battery

Mivi, a homegrown brand known primarily for audio and mobile accessories, has made its foray into the competitive smartphone market with a new budget offering. The company has positioned the device aggressively in terms of pricing, launching it at approximately Rs 12,000.

The smartphone is built around a substantial 6000mAh battery, addressing one of the key pain points for budget-conscious consumers seeking longer usage time between charges. The device also features a high refresh rate display, a feature that has increasingly become expected even in the budget segment.

The move marks a significant expansion for Mivi beyond its established accessory business. By leveraging its brand recognition among value-conscious Indian consumers, the company is attempting to capture market share in the highly competitive budget smartphone segment, which has seen multiple domestic and international players competing on specifications and price.

Mivi's entry into hardware manufacturing comes at a time when domestic smartphone brands are gaining traction in India by offering feature-rich devices at competitive price points. The company's focus on essential features like battery capacity and display refresh rate suggests it is targeting users prioritizing practicality over cutting-edge technology.