Reliance Industries is controlled by Mukesh Ambani while its telecom subsidiary Reliance Communication is controlled by Anil Ambani. Reliance Retail subsidiary of Reliance Industries group brought forward a new Indian mobile handset company headquartered in Mumbai, India under the brand name Lyf in October last year which comprised of only 4G LTE smartphones making RCom among the newest operators to enter the race to provide 4G services. The Lyf range of smartphones would come equipped with features like voice over LTE (VoLTE), voice over Wi-Fi (VoWi-FI), as well as HD voice and HD quality video calling.
The main motive of the company behind launching this new brand 'LYF' was to give unmatched user experience on all its high-performance smartphones that also deliver a true 4G experience likely to the best in the world. The smartphones under the LYF brand will be priced between Rs 4,000 and Rs 25,000, and will be sold across the country via multi-brand outlets, as well as Reliance Retail stores.
Post launch in October, it launched its first set of 4G-enabled smartphones named after the four elements: Earth, Flame (Fire), Water, and Wind as listed below: