Amarinder S Dhaliwal

Indian handset maker Micromax has appointed Amarinder S Dhaliwal as the Chief Operating Officer for its newly launched online-only smartphone brand YU. He will work closely with Micromax co-founder Rahul Sharma to build this smartphone brand.

Sharma mentions that Dhaliwal will be responsible for setting up the brand’s operations, leading its marketing initiatives and also driving revenues from product & services.

Prior to joining YU, Dhaliwal was the co-founder and CEO of SeedFund-backed online women’s fashion brand Done By None. He was also the founding head of Times of Group’s automobile site and was the VP of Indiatimes Shopping for about four years. He joined the Times Group in January 2001 and was with the group for about 10 years.

Earlier this week, Micromax had launched a new online-only smartphone brand YU through a newly formed subsidiary called YU Televentures that will be led by Micromax co-founder Rahul Sharma. These smartphones will be powered by the popular Android deployment CyanogenMod and the first set of smartphones are expected to be announced by December 2014.

This seems to be the company’s answer to Xiaomi’s Mi series of affordable smartphones which is also exclusively sold on Flipkart. Interestingly, Xiaomi had also roped in Jabong co-founder Manu Kumar Jain as India GM in June this year.