Iberry Auxus Beast is a re-branded beefed up version of Mlais M52 Note

Iberry which is slowly but surely coming of age with their diverse and unique offerings in the Indian market announced their latest product which is not only a surprise at its price point but also seems to carve a niche for itself. In a market crowded with the Who's who of budget Chinese manufacturers offering their products directly in India its becoming increasingly difficult to provide a way to differentiate between competition.

Rebranding popular Chinese phones and selling them at a premium had been the name of the game for many a popular local brands like Micromax, Karbonn, Xolo, Wickedleak et al. but with Xiaomi releasing its popular Redmi Note and OnePlus releasing the One in the Indian market its been almost next to impossible for Indian companies to charge hefty price tags for its devices.

Iberry was so lazy that it left the big 4G symbol on the front as is... Or at second thought that does makes good branding sense here!
Auxus Beast Official image on top and Mlais Note 52 in the bottom

In come the new wave of strategies to beat the chinese in their own game- Better hardware at lower prices- often at the cost of profitability. The Yu Yureka (again rebranded Coolpad phone)is one such example, selling close to no-profit no-loss scenario just to regain lost ground to the Chinese onslaught.

Iberry seems to have followed a similar strategy here by rebranding popular Chinese phone Mlais M52 Note and bumping up the RAM by a gig effectively offering India's cheapest available 3GB RAM android smartphone in the form of the Iberry Auxus Beast at 13990INR from Snapdeal.

The Company in its official note said that it will be releasing 3 colored back panels (Apart from black) for the phone, no prizes in guessing which were those :)
Auxus Beast Official image at the bottom and Mlais Note 52 multi color back panels on top

The Auxus beast comes with a 5.5-inch HD Miramax display with OGS Full lamination technology & Gorilla Glass protection. The Beast is powered by a 1.7 GHz Octa-Core 64bit MediaTek MT6752 processor and runs on Android 5.0 (Lollipop) OS. It has a 13-megapixel rear camera with LED flash and a 8 megapixel 88° Wide-angle Front-facing Camera.

The official Iberry video shows the phone withstanding a lot of abuse and working at ease with gloves on (although one must keep in mind that these are lab conditions we are taking about here)

So where does it leave potential buyers of the new device? Well from our long expereince with Chinese re-brands all we can suggest is that if you are a pioneer in tech and don't mind shelling 13K for a phone with limited service options and would love to get the best hardware in the market topped with the latest of Android's Lollipop goodness then the Iberry Beast is the phone for you- 

Although its always a hands on that gives you the clearest perspective of a device no matter how gorgeous it looks in the demo videos and sites. But the device does gives any current phone in the Indian market a run for its money if it comes down to a battle of the hardware spec sheet alone.

Others can hang on to their current devices for 6-8 months and we will have similar spec'd phones coming from Xiaomi. Yu and many more.

What's your take? would you buy this phone?