Mumbai, November 10: E-commerce giant Flipkart on Friday forayed into the smartphone market by launching its first Billion branded smartphone Capture+ in India. The smartphone will be available in two variants. Flipkart announced on Friday that the two variants of its ‘Made For India’ smartphone, priced at Rs 10,990 onwards will be available from November 15.  The Capture+ smartphone is one of the biggest categories for Flipkart, which is locked in a fierce battle with US-based Amazon for leadership in the booming Indian e-commerce market.

The Flipkart Billion Capture+ will feature 5.5-inch display and will be available in two variants- Mystic Black and Desert Gold colours with two memory variants. The 3GB RAM/32GB internal memory will be priced at Rs 10,999, while 4GB RAM/64GB internal memory will be available at Rs 12,999. The Billion Capture+ smartphone will be supported by F1 Info Solutions, which is now owned by Flipkart.

The Billion self-brand was announced in July this year, and is the India-focused private label from Flipkart under which it sells mixer grinders, irons, T-shirts, backpacks and cookware. “The features in the Capture+ too have been derived from deep data-mining of millions of Flipkart customers’ reviews,” Sachin Bansal, co-founder and Executive Chairman of Flipkart, said in a statement. Some of the highlights of the Billion Capture+ include dual rear cameras, fast charging support, and unlimited cloud storage. Flipkart Category Head (Billion) Hrishikesh Thite said, “Our extensive research of Indian smartphone buyers revealed major pain points of battery, camera, storage etc”.  He added that Billion Capture+ was developed keeping those in mind and delivering it at a “compelling price point”.

India is one of the fastest growing smartphone markets globally. The newly introduced Flipkart smartphone will be a competition with devices from the stables of Samsung, Xiaomi, Lenovo, Micromax and others. According to research firm IDC, sales grew by 3.7 per cent to 28 million units in April-June 2017 compared to the previous quarter. According to a PI report, Samsung continued to dominate the market with 24 per cent market share. Xiaomi followed in the tally with 17 per cent share, while Vivo, Oppo and Lenovo had 13 per cent, 8 per cent and 7 per cent share, respectively.