After Micromax Informatics, the second-largest handset maker in India, launched new online brand YU, the similar approach had been taken by other Indian handset brands.
    
"We have also launched Maxcell brand for mobiles only for online marketplace," city based mobile handset brand Hitech Mobiles Managing Director Mohammed Gyasuddin said.
    
He said earlier there had been conflict with offline stores as e-tailers use to sell handsets at deep discounts.
    
"With exclusive online brand, the issue had been resolved as no price comparison factor remains valid," Gyasuddin said.
    
Moreover, he said, despite the product remains same and by just a seperate brand we can also offer the products at a discounted rates at least by 15 per cent as the platform eliminates middlemen between company and consumers which is necessary for offline store sales.
    
The company will continue to sell Hitech Mobiles on online platform but the price for both the platforms will remain same.
    
In the recent past some of the white goods makers had declined to offer warranties to online sales of goods by e-tailers to overcome price-gaps that offline stores failed to match with the former.