Tech Desk: Mivi, a brand well-known for its affordable audio products, is making a significant leap into the highly competitive Indian smartphone market. Exclusively learned from industry sources, the company is poised to launch its first smartphone, strategically priced under Rs 15,000, and critically, it will feature a Qualcomm Snapdragon processor. This move marks Mivi’s ambitious entry into the budget 5G segment, a space increasingly vacated by established brands moving towards premium offerings.

A promotional poster for the upcoming Mivi phone has already surfaced on Flipkart, confirming its availability via the e-commerce giant. While the exact launch date, full specifications, and official name remain under wraps, the inclusion of a Snapdragon chipset is a major highlight. Mivi reportedly claims this will make it the only phone in its price category to boast such a powerful processor, potentially attracting performance-conscious buyers.

However, a Snapdragon processor alone won’t guarantee success. Mivi will need to deliver a compelling overall package, encompassing robust camera performance, impressive battery life, a smooth software experience, and reliable after-sales service to truly differentiate itself. The brand’s entry comes at a dynamic time, with new players like Fire-Boltt and Ai+ also vying for market share, and even Micromax rumored for a comeback. With major brands struggling to maintain aggressive budget pricing due to rising component costs, Mivi has a unique opportunity to capture a segment hungry for capable yet affordable smartphones. Reports also indicate the onboarding of Himanshu Tandon, an industry veteran from POCO and CMF by Nothing, to steer this new venture.