OPPO has announced an exclusive e-commerce sub-brand in India, Realme, that aims to offer affordable devices manufactured by OPPO production line.

The company has also announced a strategic association with Amazon India for the exclusive launch of its first product – Realme 1 – on May 15.

Under the new brand, the company will offer a range of devices that will be ‘Made for and in India’ and priced in the range of 10,000-20,000 rupees ($150-300). The brand though will also plan more premium product launches in the near future. Realme customers will have access to over 500 OPPO service centers across India with guaranteed 90% of repair cases resolved within an hour.

According to Madhav Seth, Chief Executive Officer, Realme India, the new brand is geared towards the diverse needs of young and online consumers and the company hopes to be a disruptor in online smartphone market.