New Delhi: Indian startup BytePe has launched what it calls the country’s first subscription-based smartphone service, introducing a new model for consumers to access premium devices without traditional ownership costs.
Founded by Jayant Jha, a former Flipkart executive and co-founder of recommerce company Yaantra, BytePe seeks to shift consumer behaviour from long-term EMIs and full-price purchases toward flexible, pay-as-you-use subscriptions. The platform enables users to subscribe to smartphones such as the newly released iPhone 17 series, including the iPhone 17, 17 Air, 17 Pro, and Pro Max, through monthly payment plans lower than standard EMIs.
Under the BytePe model, subscribers can upgrade, return, or continue using the same device after 12 months. The company also provides one-time damage protection and an optional buyback plan, which offers up to 50% value after one or two years. To make the service accessible beyond credit card users, BytePe has rolled out BytePe EMI, extending similar flexibility to users with alternative payment methods.
Speaking about the launch, Jha said the platform aims to address the limitations of India’s current consumer electronics model by reducing financial barriers and offering sustainable upgrade options. BytePe plans to expand its subscription offering beyond smartphones to include other electronic devices and accessories.
The launch reflects a growing interest in device-as-a-service (DaaS) models within India’s consumer tech space, where affordability and upgrade flexibility are emerging as key factors influencing buying decisions. BytePe’s entry highlights how startups are rethinking technology access in a market increasingly driven by digital consumption and affordability concerns.
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