Yu, a Micromax-owned company, on Tuesday launched Yuphoria smartphone in India. The device, which is the company’s second phone after the Yureka, is priced at Rs 6,999. Yu said that while the Yureka was a showcase for the company’s belief in offering pure value for money, the Yuphoria is its attempt to bring premium design and feel to consumers who don’t want to spend big bucks.The Yuphoria has a metal frame around its body and a back cover made of soft matte plastic. It also sports a large glass cover over the lens, which gives it a unique identity. Thought the camera design looks similar to what we saw on Lumia phones, Yu is calling it ‘Saturn ring design’.The phone will be sold using the flash sale model. The first sale will be on May 28 but the registration for it will start at 5PM today on Amazon India website. It will be available in two colors- Champagne gold white and Buffed steel.The Yuphoria is powered by Qualcomm Snapdragon 410 processor, which has four cores running at 1.2GHz. It has 2GB RAM and 16GB internal storage, which are fairly generous considering its price. The device supports dual-SIM feature, 4G and has all the relevant sensors. It uses Cyanogen OS 12, which is a custom operating system based on Android Lollipop. Yu said that Cyanogen OS 12 features material design, app themer, Boxer powered Cyanogen Email and Truecaller dialer integration. The phone has a 5-inch screen with 720p resolution. It has an 8-megapixel rear camera and a 5-megapixel front camera with a wide-angle lens.advertisementAlso Read: The Yu Yuphoria has nice design, buttery smooth performance In a move that Apple phone users will find familiar, the Yu has engraved its brand name in a rather Apple-like fashion on the Yuphoria. Under the speaker on the back cover, it says “Designed by Yu, Assembled in India.”Commenting on the launch, Rahul Sharma, founder Yu, said “We stepped out to do everything that’s exciting and new and today’s launch is all of that. We are proud to say that with Yuphoria, we are breaking the flagship myth and introducing our first smartphone that has been designed and assembled in India.”The making of YuphoriaYu said that the work on the Yuphoria started immediately after the Yureka launch. The company is assembling the phones in its Rudrapur plant. While it did not detail the manufacturing plans for the components used in phones, Yu said that in future it might start using batteries made in India in its phones.”Our earlier phone — Yureka — has been such a runaway success that it exceeded our expectations. This means to top it, we had to work even harder with our next phone. We believe with the Yuphoria we are once again setting a new benchmark in the phone industry,” said Rahul. He said that before designing and finalising the Yuphoria, the company sought feedback from its fans and prospective buyers. “People told us that they want a 5-inch screen and a more premium finish with metal body in their next phone,” said Rahul.It wasn’t easy for Yu to come up with a budget phone that has premium finish, including some metal in the body. Metal frames or bodies are expensive. At the same time, said Rahul, Yu was committed to use only “premium components” in its phones.”Despite aiming for an aggressive price, we did not compromise on the quality. The Yuphoria not only has a metal frame but even has components like Gorilla glass cover on the screen. The quality of screen is the best you will find in a budget phone,” said Rahul. “We even used a dedicated Wolfson chip for audio processing so that the experience of users while playing music is top notch.”For software, Yu is again leveraging its partnership with Cyanogen Inc. “Our partnership with Yu continues to drive user-focused experiences to the forefront and reveal the limitless possibilities of connected devices with powerful software experiences,” said Kirt McMaster, CEO of Cyanogen Inc. “What YU is doing in the market is disruptive and leading edge, and together, we are creating the next generation of mobile experiences.”In the Indian market, the Yuphoria competes with the Xiaomi RedMi 2 and the Moto E 4G (2nd gen). The Lenovo A6000 Plus too is a competitor. All these phones offer similar hardware though Yuphoria wins on internal storage part.