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While Samsung may be in competition with LG, HTC and Apple, Micromax has its target fixed on Xiaomi. The Indian handset maker launched a new sub-brand last year, known as Yu, along with the first device under that name, the Yu Yureka. That particular device came with a 5.5-inch HD display and ran Cyanogen OS 11. Now the company has launched its second Yu device, the Yu Yuphoria.

The 5 inch Yu Yuphoria uses a Qualcomm Snapdragon 410 64-bit processor, has 2GB of RAM, supports 4G LTE, and includes an 8 mega-pixel rear camera plus a 5 mega-pixel front facing camera. In terms of battery, the dual-SIM based Yuphoria uses a 2230mAh battery, and weighs 143 grams. It will retail for around 6,999 INR in India (which is just under $110).

It is clear that Micromax wants to beat Xiaomi at its own game.

If $110 seems like a price point you have seen before, it is because that is roughly the price of Xiaomi’s Redmi 2. Xiaomi’s device also uses a Qualcomm Snapdragon 410 64-bit processor, and also features an 8 megapixel rear camera. However Micromax has made sure that the Yu Yuphoria beats the Redmi 2 in just about every other department. The Yu Yuphoria has a 5 inch, 720p display (with Gorilla Glass 3), while the Redmi 2 has a 4.7 inch display. The  Yu Yuphoria offers 16GB of on-board storage, while the Redmi 2 maxes-out at 8GB. The Yu Yuphoria has double the RAM of the Redmi 2, at 2GB, and offers a better front facing camera.

It is clear that Micromax wants to beat Xiaomi at its own game. Part of that plan also includes move to assemble the Yu Yuphoria in India, rather than getting the complete devices directly from China.

Like the Yu Yureka before it, the Yu Yuphoria will run Cyanogen OS. However not version 11, but version 12, which is based on the Android 5.0 Lollipop code base.