Realme introduces its first sub-brand Dizo under its TechLife ecosystem

Dizo, Realme
(Image credit: Dizo)

Realme is just a three-year-old brand, however, it has grown leaps and bounds in this short span. The brand has enjoyed a brisk rate of growth thanks to the truckload of smartphones it has launched during this period. Apart from phones, the company has also launched budget smart LED TVs, accessories and other AIoT products building its ecosystem of devices.

Now this BBK-owned company and an off-shoot of Oppo, is leaping and has announced a new sub-brand called Dizo under its TechLife brand. Realme says it will launch AIoT products like Smart Entertainment, Smart Home, Smart Care, and Accessories under the new Dizo branding.

Realme on the other hand will offer help with its Industrial Design, Supply Chain, and AIoT Experience. Additionally, Realme will also support Dizo with after-sales which means that Dizo from day one will have an after-sales support network in 310 cities with 320+ centres across India.

While Dizo is yet to reveal its first product, it is expected to come with connected products like smartwatches, smart weighing scales, smart bulbs, smart cameras and motion sensors etc. These are the same set of products that even Realme makes hence we can expect either lite versions of existing Realme devices or rebranded Realme products under the Dizo lineup initially.

Why is Realme launching a sub-brand? 

Realme says that Dizo is its first brand under the Realme TechLife branding, which means that there could be more brands that you can expect under this umbrella.

The concept of sub-brand is not new and for a brand that is extremely aggressive in marketing, it makes sense to launch products and introduce sub-brands. This allows Realme to create a persona of a “major” company that is fostering multiple brands under its wings and will help them diversify their market. 

A sub-brand will also Allow Realme to test new products that it is unsure of launching under its own brand name. Most importantly it will help Realme shed the image of being Oppo’s sub-brand rather easily.

Further, as mentioned above, since most of the backend will be managed by Realme, it will be all about creating new packaging and giving consumers more choice when it comes to purchasing a similar product. In case the brand kicks off, Realme can easily make an independent brand, just like Xiaomi did with Poco.

Now the entire strategy looks eerily similar to Xiaomi that also has a lot of sub-brands under its umbrella. These companies get support like funding, technological support, guidance, supply chain, retail and support channels etc. which in turn helps them grow quickly. Smartphone brand Poco and Huami that makes smart wearables under the Amazfit brand is a perfect example for how Xiaomi’s ecosystem works.  

Want to know about the latest happenings in tech? Follow TechRadar India on TwitterFacebook and Instagram!

Jitendra Soni

Jitendra has been working in the Internet Industry for the last 7 years now and has written about a wide range of topics including gadgets, smartphones, reviews, games, software, apps, deep tech, AI, and consumer electronics.  

Read more
Honor Magic 7 Pro press material
Honor rebrands as an 'AI device ecosystem company' and commits to developing a 'super intelligent' smartphone
The best tech of MWC 2025 examples, including the Nothing Phone 3a Pro, the Nubia Flip 2, and the Lenovo Solar PC
Best of MWC 2025: the 10 top tech launches we tried on the show floor
Samsung Ballie (2025 First Look Event)
Samsung’s new AI Club will let you rent a robot
HMD Fusion
'The smartphone teens want, with the safety parents desire': HMD’s Fusion X1 is here to save the TikTok generation
HP rebranding
HP follows Dell by simplifying almost its entire PC range across laptops and desktops, just in time for AI
A Dell 14 Premium laptop on a table
Dell launches newly rebranded laptops at CES 2025 to replace storied XPS, Inspiron, and other product lines
Latest in Home
Nespresso Vertuo Pop machine in Candy Pink with coffee drinks and capsules
My favorite Nespresso coffee maker just got a fresh new makeover, and now I love it even more
Dreame vacuum floorhead with Lowest Price graphic overlaid
My favorite affordable cordless stick vacuum just dropped to a historic low price, and if I didn't already have 5 vacuums at home I'd buy one immediately
Philips Hue
Philips Hue might be working on a video doorbell, and according to a new report, we just got our first look at it
Hatch Restore 3 in Putty
You can finally start your day with The Office theme song, and I couldn't be more excited
Man sitting on sofa, drinking coffee, looking at phone in surprise
Thousands of coffee lovers warned to stop using their espresso machines immediately after reports of burns and lacerations
De'Longhi Linea Classic espresso machine on kitchen counter with hot and cold coffee drinks
I'm a qualified barista, and De'Longhi's latest espresso machine could be this year's best budget buy for coffee lovers
Latest in News
An image of Pro-Ject's Flatten it closed and opened
Pro-Ject’s new vinyl flattener will fix any warped LPs you inadvertently buy on Record Store Day
EA Sports F1 25 promotional image featuring drivers Oscar Piastri, Carlos Sainz and Oliver Bearman.
F1 25 has been officially announced, with this year's entry marking a return for Braking Point and a 'significant overhaul' for My Team mode
Garmin clippd integration
Garmin's golf watches just got a big software integration upgrade to help you improve your game
Robert Downey Jr reveals himself as Doctor Doom to a delighted crowd at San Diego Comic-Con 2024
Marvel is currently revealing the full cast for Avengers: Doomsday, and I think it's going to be a long-winded announcement
Samsung QN90F on yellow background
Samsung announces US prices for its 2025 mini-LED TV lineup, and it’s good and bad news
Nintendo Switch Lite
Forget the Nintendo Switch 2, the original Switch is getting one last hurrah in a surprise Nintendo Direct tomorrow