Mivi confirms September smartphone entry as India's crowded budget market gains another challenger

Indian audio company Mivi has confirmed that it will enter the smartphone business in September with a 5G handset powered by a Snapdragon processor. The company has strengthened the move by appointing Himanshu Tandon, previously associated with Poco India and CMF by Nothing, as chief business officer. Mivi is best known for earbuds and speakers, so moving into phones represents a major increase in complexity.

Smartphones require software maintenance, carrier compatibility, repairs, spare parts and customer support long after the initial sale. India's market is also already intensely competitive, particularly in the affordable 5G segment where Xiaomi, Realme, Vivo, Samsung, Poco and Motorola fight across extremely narrow price bands. Mivi does have one advantage: existing recognition among consumers buying inexpensive electronics online.

Its early teaser uses the phrase 'Pretty Powerful' and shows a flat-backed green handset. Pricing and full specifications remain unknown. The September launch will show whether Mivi can turn accessory brand awareness into trust around a much more essential device.