Source: Mediabrief.com
In an era where a flagship smartphone can cost as much as a used car, a Gurgaon-based startup is flipping the script. Control Z, led by visionary founder Yug Bhatia, is not just selling “used” phones; it’s pioneering a new category: Premium Renewed.
For the readers of Business Outreach Magazine, this is not just a story about gadgets; it’s a masterclass in operational excellence and market positioning.
Beyond Refurbished: The Anatomy of a Renewal
Most people hear “refurbished” and think of scratches, weak batteries, and questionable reliability. Control Z has built its entire business model to kill that perception.
Unlike traditional resellers who simply wipe a screen and box a device, Control Z operates a high-tech facility in Gurgaon that mirrors a brand-new assembly plant. Their process is exhaustive:
- Total Disassembly: Every device is stripped down to its core.
- AI-Driven Quality Control: While functional tests are automated, the brand uses AI and X-ray systems to detect cosmetic flaws invisible to the human eye.
- 100% Battery Health: Every device is guaranteed to perform with full power capacity.
- 18-Month Warranty: A bold move that exceeds the standard 12-month warranty of most new devices.
Why “Premium Renewed” is Winning the Economic War
Control Z has strategically moved away from the confusing “Grade A/B/C” systems used by competitors. By selling only “Like-New” devices, they have simplified the decision-making process for consumers.
- The Value Proposition: A device that looks, feels, and performs like a flagship, but at 50% of the retail price.
By focusing heavily on the iPhone ecosystem and select high-end Androids, the company is tapping into the aspirational middle class. Their presence on the TV show IdeaBaaz further cemented this, bringing the brand’s credibility to Tier-3 and Tier-4 cities, where regional-language outreach has proven vital.
Aggressive Retail Expansion: 100 to 1,000
While the world goes digital, Control Z recognises the power of the “touch and feel” experience in India. Following the success of their first Gurgaon store in 2025, they have already scaled to over 100 multi-brand outlets.
The roadmap is ambitious: 1,000 stores across India within the next year. By providing retail partners with integrated EMI options and seamless warranty support, Control Z is building a distribution network that is as robust as it is rapid.
Sustainability through the Lens of Economics
Interestingly, Yug Bhatia doesn’t lead with “green” marketing. While the business significantly reduces e-waste, Control Z’s philosophy is that sustainability must be profitable to be scalable. “Sustainability works best when it aligns with strong economic incentives,” says Bhatia.
By solving a financial pain point for the customer, affordability, the environmental benefit becomes a natural byproduct rather than a forced sales pitch.
Founder’s Corner: Advice for the Next Generation
As a Millennial founder, Bhatia’s rise has not been about his age, but his execution. His advice to aspiring entrepreneurs is refreshingly blunt: Stop planning and start doing. “Planning without action leads nowhere,” he notes. “Only once you start can you understand the market and the real problems you need to solve.”
