Micromax, one of the leading smartphone vendors in India, today announced a new brand called YU Televentures. The company is taking some bold steps under this brand and will only be selling its devices through their online partners.

While Micromax did not unveil any device under the ‘Yu’ brand today , it did reveal that it has partnered with Cyanogen Inc. — the company behind the popular CyanogenMod OS — to offer a customizable experience to end users. The initial offerings under this brand will be pocket friendly and will be first launched in India with availability in surrounding regions down the line. The company is expected to unveil its first handset next month.

“This will be a game changer not just in India but globally too. Yu has been envisioned for building an ecosystem of connected devices and offer customised experience to users,” Micromax co-founder Rahul Sharma said.

The company’s co-founder also mentioned that it is targeting “all tech enthusiasts who will be able to bootstrap the device and play with it.” He also revealed that the company will honor the warranty of these devices even after a user has rooted them.

Micromax also plans to venture into the wearables category with a smart band and a smartwatch under its Yu brand.

Micromax is a hugely successful brand in India that has even managed to rival Samsung in terms of market share. The company had partnered with Google earlier this year to release a handset under the Android One program along with two other prominent Indian OEMs.

[Via TechPP]