Flipkart launches Capture Plus smartphone under its own Billion brand

E-commerce giants Flipkart & Amazon are in the midst of an ongoing battle for superiority in the sector. The latest entrant into the fray is Flipkart's private brand 'Billion' that launched at the end of July. It is being called a ‘Made For India' brand. It aims to bring high-quality products to the Indian consumer. The products will be manufactured in India and exclusively available on Flipkart on 15 November.

On 10 November, Flipkart announced the latest products available under this 'Billion' brand. It is a Billion branded smartphone. This is reminiscent of Amazon's foray into smartphones in the USA with the ill-fated 'Fire' smartphone. The Billion Capture+ smartphone will go on sale on Flipkart on 15 November.

It is based on the Android OS - for now, Android Nougat - and comes in two variants. The 3GB/32GB variant comes for Rs 10,999, while the 4GB/64GB model comes for Rs 12,999. The Capture+ will come out in two - Mystic Black and Desert Gold - colours.

Co-founder and executive chairman of Flipkart, Sachin Bansal said that the phone is designed, engineered, manufactured and tested in India.

“This is a very significant event for us, given that a hi-tech product like a smartphone takes our brand to another level. What we have done better from our side is that we’ve tried to understand consumer needs better, we’ve tried to understand what are the features in a smartphone that they would like to see more of and what are the kind of features that they don’t use much," Bansal said. “And that’s something that we’ve used to over-index on those features that they need more in a smartphone, and we’ve taken away those features that they don’t value as much.".