Amarinder S Dhaliwal appointed as Micromax's YU COO

Dhaliwal, previously CEO of Done By None, will now build an innovative digital brand that engages directly with the user community.

Micromax Informatics has appointed Amarinder S Dhaliwal as the chief operating officer (COO) for its new brand, YU.

Reportedly, Micromax will launch a new range of products under the brand name 'YU' in December. It will be using Cyanogen operation system.

Dhaliwal is joining YU to build an innovative digital brand that engages directly with the user community.

He joins the company from Done by None, of which he was the co-founder and chief executive officer. In his present role, he will work closely with Rahul Sharma, co-founder Micromax.

Commenting on Dhaliwal's appointment, Sharma says, "These are exciting times for us. With YU, our aim is to reach out to a very unique set of audiences; tech-enthusiasts, digital natives and the developer ecosystem. Amarinder brings a unique combination of expertise with his entrepreneurial and leadership roles in internet and ecommerce space."

"He will be leading marketing initiatives for building the brand with a community of highly engaged users, driving revenue from product and services and setting-up world class internet operations. His rich experience will give an edge to our business and help us achieve this aim," Sharma adds.

On his new role, Dhaliwal comments, "I am very excited with the opportunity to build YU as the first truly global internet and technology brand originating from India. My strong beliefs resonate with the company's vision to be user centric and build world class products. We are building a brand where the user has the power to co-create and make things happen their way. We will build a strong ecosystem of connected devices thereby creating a revolutionary, new age internet brand."

Dhaliwal brings with him around 20 years of diverse experience across e-commerce and internet, media businesses as well as investment banking. He has been in business leadership, sales and marketing, category management, strategy and business planning roles. Over the last decade he has gone through a rich entrepreneurial experience of incubating new internet businesses.

He has a strong online marketing expertise and a good understanding of consumer behavior. Dhaliwal has led businesses focused on digital brands and engaging communities to drive growth. As co-founder and CEO of donebynone.com, he led the creation of an aspirational fashion brand that stands out with its innovative approach to product and marketing.

He was founder and business head for one of the leading online automobile portals, Zigwheels.com and national head for Indiatimes Shopping.

Dhaliwal is a post-graduate in management from IIM, Ahmedabad and B.Tech from IIT, Delhi.