LYF
LYF logo
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| Private | |
| Industry | Consumer electronics |
| Founded | 2015 |
| Headquarters | Mumbai, Maharashtra, India |
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Area served
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Nationwide |
| Products |
Mobile phones Smartphones |
| Website | www.mylyf.com |
LYF (English pronunciation: /life/), also known as Reliance LYF, is an Indian mobile handset company headquartered in Mumbai, Maharashtra, India. It manufactures 4G-enabled VoLTE smartphones. It is a subsidiary of Reliance Retail, the consumer electronics arm of Reliance Industries Limited. It is operated along with the parent company’s flagship venture, Jio.
According to Counterpoint Research, in May 2016, LYF became the fifth largest smartphone player and second largest LTE phone supplier in India.
LYF was established in the year 2015 by the telecom operator, Jio. Marketed closely along Jio'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.
In May 2016, international market tracker Counterpoint Research reported that LYF had become the fifth largest smartphone producer in the Indian market, capturing 7% share in the January-March quarter of the financial year 2015-16. It was the second largest LTE phone supplier after Samsung, surpassing Micromax and Lenovo 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.
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.
LYF smartphones are manufactured by Chinese handset maker ZTE Corporation. The company plans to source more phones from the maker before the launch of its Jio 4G services later in 2016.
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