Home-grown Lava launches world's first customizable smartphone MyZ

Home-grown mobile device maker Lava International on Thursday unveiled the world's first customisable smartphone that will allow customers to choose the components -- camera, memory, storage capacity and colour -- on their own from the company's website.

The customisable smartphone series, branded as MyZ, has been developed indigenously at Lava's facility and will be available for purchase from January 11, Lava International, president and business head, Sunil Raina said while announcing the launch.

"The world's first customisable phone from Lava will enable customers to choose from up to 66 combinations of camera, RAM, ROM and colour. This will give them freedom of choice based on what they think suits their usage. They can customise and upgrade their smartphone at any time based on their need," Raina said.

The company has been making devices for brands like Nokia, based on their requirement.

"Customers can also come to upgrade their mobile phones at any time of their device life. They can choose any of the components of their choice -- front camera, rear camera, RAM (random access memory), ROM (read only memory) and colour on pre-purchase and upgrade from lower configuration to higher configuration. The entire program has been done by talents in India," Raina said.

The company expanded its portfolio of smartphones in high-end also with military grade certification Z2, Z4 and Z6 built on Mediatek octa-core processor with Corning Gorilla Glass 3 protection, 5,000 mAH battery in the price range of Rs 6,999 to Rs 9,999.

Lava is one of the 16 companies that qualified for the production linked incentive scheme of the government. The company is eligible for incentives on mobile phones priced under Rs 15,000 a unit under the domestic company category of the scheme.