Micromax Yu Yureka goes on sale today

10,000 units of the Cyanogen-based smartphone will go up for sale at 2pm today through Amazon.in
Yu Yureka

Micromax will look to replicate Xiaomi's success with the launch of its sub-brand Yu, as the Yu Yureka goes on sale today through Amazon.in.

The ₹8999 Yureka sports an excellent spec-sheet for the price, including a 5.5in HD display, 4G connectivity, a 64-bit Snapdragon 615 chipset, 2GB RAM, 13MP primary camera, 5MP front-camera, 16GB internal storage (expandable with microSD) and a 2500mAh battery. It will only be sold online through a model similar to Xiaomi, where 10,000 units of the phone will be put on sale on Amazon.in at 2pm today (Tuesday, January 13). Like previous flash sales, you'll likely have mere seconds to place your order for the phone, before it sells out completely and orders shut till the next flash sale is announced.

We asked Micromax and Yu co-founder Rahul Sharma why the company chooses to adopt the flash sale technique when it can easily produce and sell through Micromax's wide dealer network in India. He responded that eliminating the dealer network from the supply chain and shipping directly according to the number of orders was the only way to keep the price of the device this low.

If you are registered for the sale, be sure to log in a few minutes before 2pm and save your payment details. Once the device goes on sale, you'll want to act fast if you hope to get your hands on a Yu Yureka.