Reliance plans to sell 10mn units of its Lyf smartphones by year-end.

Reliance Retail’s Lyf brand, after getting into the list of top 5 smartphone groups in the first quarter of 2016, is now targeting to overtake Intex which is at the 3rd spot and Micromax which is at the 2nd spot by increasing their shipments this Diwali.

This festive season, Lyf, a brand launched by Reliance Retail to go with the group’s telecom services foray through Jio, is launching its 4G devices at Rs 2,999 and 3,999 and are now aiming at shipping in and selling nearly 10 million smartphones in India by the end of 2016.

"The effort is to be No 2 or No 3 this quarter, the inventory is being brought in constantly to meet demand, especially now that Jio has been launched", a senior executive, asking not to be named told ET.

Jio’s free calls and data services with Lyf phones have upped the demand of the smartphone over the last few weeks.

According to the data from Cybex Exim solutions, the shipment of the smartphone has risen tremendously since its launch in January this year and has reached to over a million units in the month of August alone. In the first quarter of 2016, including July and August, about5.5 million devices have already been shipped into the market, and the brand targets to get the same numbers before the end of 2016.