Lava launches world's first customisable smartphone developed in India

not “just” a marketing gimmick.. i think.
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It is fairly good way to ‘differentiate’ when one is pitted against adversaries with seemingly inexhaustible muscle power.
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Could a small, homegrown brand (with no major investors or governments behind it…. unlike a Realme/Oppo, Vivo) do much in pricing, product innovation¿ apart from minor tweaks?
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I hope it works for them (and others take a cue from it).. although the (modular) concept fones (by international players) did not have much ‘commercial’ success earlier.

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by ‘take a cue’ i meant..

others would not simply sit back and watch.. if this (customisations) model does get lapped up by the consumers.
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So if this coaxes others also to change.. then it still is beneficial for the consumers.. even if it is a marketing gimmick.. for now.
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I’d much rather have distinctly unique phones (like in the Japanese markets in 1990s) or the Nokias Pantechs Ericssons in warly 2000s.. with brands ready to experiment and when they risked being quriky.
Than to have these fugly glass bricks that now get shoved down our throats.

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Yes, qurky is fine even if it is UNBELIEVABLY silly.
i mean, the first time that i ever held Nokia n-gage in my hand, i kept wondering.. how at all THIS got approved as an idea! I had to text something and my friend (whose phone it was) kept giggling at my agony.