Bengaluru: Are you tired of searching e-commerce websites for a phone that suits your needs? 

Fret not! Lava phones is introducing a new concept – customisable phones – to dish out phones of one’s own choice. 

Called ‘MyZ’ it would be available for purchase coming January 11. 

As part of the initiative, the company will give out 66 such combinations. The users can choose their own colour, front and rear camera, RAM and ROM. 

The company will give more emphasis on the usage aspect. Customers are free to upgrade the configuration as and when they feel the need to do so. 
Lava's president and business head Sunil Raina emphasised that the launch of the customisable smartphone would give the users the freedom of choice based on what they think suits their usage. He also added that the users would be able to customise and upgrade their smartphone at any time based on their need, as quoted by a popular website. 

It should be noted that the entire programme is based on Atmanirbhar Bharat. 

The website also noted that the company is looking at a 5% share in the market. 

Atmanirbhar Bharat is an initiative launched by Prime Minister Narendra Modi to make India more self-reliant and give more emphasis on local products. A slogan was also coined ‘Go vocal for local’ to give more boost to the local manufacturing units.

The Modi government also had a relook into National Education Policy as part of Atmanirbhar Bharat.