Reliance Jio is collaborating with feature phone manufacturers such as Transsion's Itel, Lava, and Nokia to produce their own low-cost Jio Bharat 4G smartphones. The goal is to encourage the approximately 250 million 2G users to upgrade to 4G and beyond. Additionally, the carrier plans to unveil an upgraded 4G phone that retails for Rs 999 that supports live TV streaming, UPI payments, and WhatsApp.

"We aimed to establish the product in the market and in the consumer's consciousness so they could identify with it and find a connection with it." According to Sunil Dutt, president of Jio's devices division, "all brands, including Lava, Nokia, and Itel, are in contact with us in terms of how do we make it happen today." The average 2G user, according to industry veteran Dutt, is uncomfortable using a smartphone since they find them pricey and prone to faults. Dutt has headed companies such as HP and Blackberry. He asserted that the most important consideration is affordability, which is why Jio is attempting to enter the featurephone market by lowering the cost of ownership.

Special 4G monthly plans, which are priced far less than competitors, are included with the Jio Bharat phones, according to Dutt. This is the most taken advantage of client, and oddly, our rivals don't feel bad about taking advantage of them either. This customer is charged Rs 180 by our next-door neighbours, who also give them 2GB of data, which is too much for them to use effectively on a 2G network.

Although the hardware of feature phones is standardised, he said that consumers cannot access any material on them. "We are offering this customer live TV with over 450 channels, the newest films, thousands of songs, IPL streaming, and a tonne of other content for a 30% lower price", Dutt stated. Jio has even brought UPI payments with a scan-and-pay option, he continued. "A lot of retailers are renting the sound box separately, but Jio Bharat phones come with this included".