Micromax, India’s leading smartphone maker, recently announced the launch of CyanogenMod-powered phone Yu Yureka for just about INR 8,999 a piece. The Yu Yureka handset is packed with very good specifications, leveraging Cyanogen’s open source operating system that provides the host of customization and features.

This time Micromax is following Motorola and Xiaomi’s footprint by keeping the initial sales ‘exclusively’ online. The pre-booking for this dual-SIM phone began on Friday and its first shipping is estimated by the second week of January.

While Motorola and Xiaomi preferred Flipkart as their online retail partner, Micromax is betting on Amazon. It will be interesting to see whether Micromax can make this online sale a success. Flipkart essentially helped Motorola and Xiaomi to make their launches a massive success while the same sort of success hasn’t been witnessed for handsets sold through other platforms like Amazon or Snapdeal.

Rahul Sharma, Micromax and Yu cofounder, said that Yu will allow users to root their devices and run endless customization, presently not being supported by any other brand in India.

Micromax’s Yu Yureka will certainly compete with OnePlus, which also launched its Cyanogen OS smartphone in the Indian marketplace. Moreover, Micromax has also filed a lawsuit against OnePlus for alleged infringement of its exclusive rights over Cyanogen in India. Yureka is packed with a Qualcomm Snapdragon 615 chipset compared to OnePlus One’s Snapdragon 801.

With four-time internal storage than Yureka, OnePlus One with 64 GB internal storage costs INR 21,999 a unit. Given its more than double price, OnePlus One certainly has an edge over Yu Yureka smartphone.

However, Micromax offers an excellent bundle of promises to lure Indian customers for its budget smartphone. While OnePlus won’t provide Cyanogen updates in India, Micromax promises future Cyanogen updates and also doorstep service and replacements.