Lyf is Reliance Retail’s brand of smartphones that was launched in India in 2016. Its Lyf range of devices came with a bundled Jio SIM, preloaded Reliance Jio apps like my Jio, Jio express news, Jio chat, Jionet Hotspot, and others. All Lyf smartphones launched as of 2016 run Google’s Android operating system. According to Counterpoint Research, LYF was the fifth largest smartphone player and second largest LTE phone supplier in India in 2016. In January 2016, it launched its first set of 4G-enabled smartphones named after the four elements: Earth, Flame (Fire), Water, and Wind.