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 told PTI.
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.
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.