Inside Lava’s Latest Innovations: An Exclusive Interview with Mr. Sumit Singh

HomeInterviewsInside Lava's Latest Innovations: An Exclusive Interview with Mr. Sumit Singh


  • Exclusive insights from Mr. Sumit Singh on launching Lava’s Yuva 3 and Yuva 3 Pro.

  • Yuva 3 series targets young consumers with 128GB storage and 50MP Dual AI camera.

  • Lava’s strategic move to enhance user experience and enter higher price segments.

  • Commitment to innovation and customer feedback in shaping future product lines.

In an interview with Mr. Sumit Singh, Product Head at Lava International, we dive into the company’s latest smartphone innovations and strategic direction.

Lava is making waves in the Indian market with the introduction of the Yuva 3 and Yuva 3 Pro, designed to cater to the tech-savvy and price-conscious youth.

These devices boast significant features and Mr Singh discusses how Lava leverages customer feedback to refine its offerings, the challenges of adopting new technologies such as curved AMOLED displays, and the company’s ambition to venture into higher price segments with the launch of Agni 2.

Can you share insights into the planning behind launching Yuva 3 and Yuva 3 Pro, focusing on their distinctive features such as the 128GB storage and 50MP dual AI camera?

Lava Yuva 3 Pro
Lava Yuva 3 Pro Launch

Yuva 3 and Yuva 3 Pro is a strategic move to cater to the evolving demands and preferences of young Indian customers who seek smartphones with both stylish design and high-end features at affordable prices.

Both Yuva 3 and Yuva 3 Pro offer ample storage capacity with options for 128GB UFS 2.2 ROM.

This is particularly advantageous for users who need substantial space to store large files on their smartphones, enhancing the overall user experience.

The inclusion of a 50MP Dual AI rear camera in the Yuva 3 Pro is a noteworthy feature.

We’re focusing on providing a superior photography experience, acknowledging the increasing importance of high-quality cameras for users, especially in the youth demographic who are likely to use their smartphones for capturing moments and creating content.

Lastly, both smartphones are priced competitively at Rs. 6,799 for Yuva 3 and Rs. 8,999 for Yuva 3 Pro, making them accessible to a wider audience, especially the price-sensitive youth market.

Who is the target audience for the new Yuva series, and how do these products position Lava in the competitive smartphone market?

Lava Youth Brand: A Growing Positive Image
Lava Youth Brand: A Growing Positive Image

The target audience for the new Yuva series is primarily the young Indian consumer demographic.

Lava aims to cater to individuals who prioritize both style and performance in their smartphones.

The emphasis on features such as a stylish design, high-quality cameras, and seamless user experience with clean OS without any Bloatware & regular security updates, coupled with an affordable price point, is to capture the attention of the youth market.

How does customer feedback contribute to the evolution of Lava’s product offerings, particularly with the launch of new devices?

Lava Yuva 2
Lava Yuva 2

At Lava, customer feedback is a cornerstone of our product development strategy. We recognize the importance of aligning our offerings with the preferences and needs of our users.

Our commitment to delivering the best experience begins with understanding what our customers value. For instance, when it comes to pricing, we strive to get the ‘price spec equation’ right, ensuring our devices remain competitive in the market.

The launch of our most affordable 5G smartphone at ₹9999 is a testament to our responsiveness to customer expectations for advanced technology at reasonable prices.

In terms of software, we actively listen to feedback on user experience, leading us to commit to quarterly software updates & Performance optimization for all our smartphones.

Additionally, addressing the issue of bloatware is a direct response to customer preferences for a clean and efficient interface.

Bloatware free software provides higher availability of RAM/ROM on the device which enables consumers to do more on the similar specifications.

Furthermore, our recent policy decisions, such as providing free service at home for every smartphone and replacing devices with hardware faults during the warranty period, stem from a customer-centric approach.

These changes in our service philosophy are directly influenced by customer feedback, ensuring we meet their expectations for convenient and reliable after-sales service.

Could you discuss the inspiration behind the Storm 5G’s design and the choice of its MediaTek Dimensity 6080 processor for enhanced gaming performance?

Lava Agni 2 5G
Lava Agni 2 5G Review

The inspiration behind the design of the Storm 5G and the choice of the MediaTek Dimensity 6080 processor were directly influenced by our understanding of the evolving preferences of our young customers.

We recognize that today’s tech-savvy youth, especially, values high performance, seamless gaming experiences, and affordability.

The selection of the MediaTek Dimensity 6080 processor was driven by our commitment to providing enhanced gaming performance.

Understanding that many of our customers are avid gamers, we wanted to ensure a smooth and immersive gaming experience at an affordable price point.

The MediaTek Dimensity 6080 processor brings powerful capabilities to the Storm 5G, optimizing performance for gaming and other resource-intensive tasks.

Our inspiration behind the Storm 5G’s design and the choice of the MediaTek Dimensity 6080 processor was rooted in meeting the specific demands of our young customers who prioritize both performance and affordability, particularly in the context of a seamless gaming experience.

With the launch of smartphones featuring premium glass back designs and high-resolution cameras, how is Lava innovating in design and user experience to stand out in the crowded market?

Lava Yuva 2
Lava Yuva 2 Blue Variant

At Lava, our commitment to innovation in design and user experience is pivotal to standing out in the competitive smartphone market.

The launch of smartphones featuring premium glass back designs and high-resolution cameras is a testament to our dedication to delivering devices that not only meet but exceed customer expectations.

One distinctive aspect of our innovation is that we are currently designing our products in India.

This localization of design adds a unique flavor to our offerings, catering specifically to the preferences and sensibilities of the Indian market.

It allows us to incorporate cultural nuances and insights into our designs, creating smartphones that resonate with the diverse and dynamic Indian audience.

In terms of design, our focus is on creating devices that not only look premium but also provide a tangible sense of superiority.

The incorporation of premium glass back designs is a deliberate move to elevate the aesthetics of our smartphones.

By paying attention to every detail in the design process, we aim to offer a visual and tactile experience that sets our devices apart in the crowded market.

Moreover, our approach to innovation goes beyond aesthetics.

We strive to optimize user experiences through seamless interfaces and responsive functionalities.

This commitment is reflected in our choice of software, ensuring that the user interface is intuitive and responsive, contributing to an overall positive and user-friendly experience.

The Lava Agni 2 5G features a 6.78-inch FHD+ curved AMOLED display. What prompted you to include the curved display compared to traditional flat screens, and what challenges did you face in integrating this technology into the device?

Lava Agni 2: Features
Lava Agni 2: Features

The decision to incorporate a curved AMOLED display in the Lava Agni 2 5G was driven by our commitment to delivering an immersive and visually stunning user experience.

The primary motivation behind opting for a curved display compared to traditional flat screens is to provide users with a more engaging and cinematic viewing experience.

The curvature not only adds a touch of elegance to the device but also contributes to a sense of depth and realism, making multimedia content more immersive for our users.

Undoubtedly, integrating this cutting-edge technology posed its own set of challenges. Precision in manufacturing and engineering was crucial to ensure the seamless fusion of the curved display with the device’s overall design.

Challenges included achieving uniform brightness and color accuracy across the curved surface, as well as addressing potential issues such as distortions or color shifts at the edges.

Moreover, considerations for durability and robustness were paramount.

We invested time and resources in ensuring that the curved display not only enhances the visual appeal but also meets the high standards of reliability that our customers expect from Lava devices.

What kind of future are you looking for Lava products? Is the company looking to foray into more price segments?

Lava Blaze 1X 5G
Lava Blaze 1X 5G

We have been primarily focusing on budget smartphones for a long. And that’s where our strength was.

But we have been building our capabilities to enter into a new segment once we are completely ready for it.

Of course, we tried to do it in the past with the launch of Agni and did well with it.

With Agni 2, we have made an entry in the over 20,000 segment. So, the next step will definitely be to launch the device in a higher segment.

We will definitely add devices that will be priced above Rs 30,000. We will not rest at just budget smartphones and will go beyond our current price points.


What inspired Lava’s development of the Yuva 3 Series according to Mr. Sumit Singh?

Mr. Singh highlights the aim to meet young Indian consumers’ needs for stylish, feature-rich smartphones at affordable prices, emphasizing storage capacity and camera quality.

How does Lava utilize customer feedback in product development?

Under Mr. Singh’s guidance, Lava integrates customer insights to fine-tune its devices, ensuring competitive pricing and optimizing software to enhance the user experience.

What considerations led to the selection of the MediaTek Dimensity 6080 for Storm 5G?

Mr. Singh points out the choice was driven by the demand for superior gaming performance at an affordable cost, catering to the preferences of the youth market.

Can Mr. Singh elaborate on Lava’s approach to smartphone design and innovation?

Focusing on premium design and high-resolution cameras, Lava aims to deliver devices that stand out for their aesthetic and functional superiority, leveraging India-centric design insights.

What future directions does Mr. Singh see for Lava’s product range?

Beyond budget smartphones, Lava plans to explore higher price segments, with Mr. Singh mentioning the successful launch of Agni 2 as a step towards expanding Lava’s market presence.

Also Read: Lava Agni 2 5G Review: The Perfect ‘Made in India’ 5G Smartphone With Impressive Flagship Experience Under Rs 25,000

Also Read: Lava Gains Traction as a Leading Youth Brand in Smartphone Market: Study

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