After Xiaomi and Motorola, it is now Micromax's subsidiary Yu Televentures that will start selling its handsets offline in partnership with Reliance Retail.
Micromax, which launched Yu last year as an online-only brand, will now sell Yuphoria, Yureka Plus, and Yunique handsets across 30,000 retail outlets in India from New Delhi.
"Yu Televentures has inked a strategic partnership with Reliance Retail with an aim to bring the devices to the customer to have a touch and feel of the models. It is an exclusive retail sales and distribution partnership to enhance the availability of popular voice over LTE (VoLTE) mobile devices across India," Yu Televentures founder Rahul Sharma told PTI.
Reliance Retail has recently strengthened its sale and distribution arm to establish a retail network of 1,200 distributors and 150,000 retail outlets that will support the evolving VoLTE & VoWiFi device ecosystem in the country.
"Reliance will be key part of the telecom ecosystem, the partnership will ensure that our customers get a touch and feel of the models at the retail point and this partnership is one more step in the direction of putting the consumer first," he added.
Earlier this year, Chinese handset maker Xiaomi and Motorola, that had forayed into the Indian market through the online route, ended their exclusivity pacts with Flipkart and expanded sale channels, including other e-commerce marketplaces as well as offline retail.
Catch the latest from the Consumer Electronics Show on Gadgets 360, at our CES 2026 hub.