BlackBerry Z10
BlackBerry Smartphone. (Reuters)Reuters

Canadian smartphone maker, BlackBerry has slashed the price of the touch-screen flagship Z10 to ₹17,990 to mark the 10th anniversary of the company's foray into the Indian market.

It is the second such major price-cut by the company. Last September, Z10's price was reduced to ₹29,900 from ₹43,490.

"BlackBerry has a vast and loyal user base in India and we're keen to provide these consumers with the unique communication experience that BlackBerry 10 offers. This commemorative offer puts the BlackBerry Z10 at Rs 17,990 and will ensure users are able to enjoy the cutting edge experience of a full-touch device combined with a revolutionary operating system, all at an attractive price point," The Economic Times quoted Sunil Lalvani, MD of BlackBerry India. 

The company says that this deal is only valid for about 60 days starting on Wednesday (26 February).

By slashing price below ₹18,000, the company expects to shake things up in the lucrative mid-range segment ruled by the local vendors and market leader Samsung.

But is it too late? May be yes, because BlackBerry's Z10 is more than a year old and the Indian market is currently flooded with low-cost handsets with high-end specifications (example is the recently launched mid-range Motorola Moto G).

With so many options left for buyers, BlackBerry will have a tough time convincing shrewd Indian consumers that Z10 is a smart investment.

BlackBerry Z10 vs. Top Competition:

Models *Price
Micromax Canvas Turbo A250(#Canvas Turbo Mini, Canvas 4 A210) ₹17,300
Karbonn Titanium X ₹14,945
Intex Aqua i7 ₹17,200
Lava Iris Pro 30 ₹15,399
Xolo Play ₹15,398
Motorola Moto G (16GB) ₹13,999
Lenovo P780 16,949
Nokia Lumia 720(#Lumia 625) ₹17,900
Samsung Grand Neo(#Galaxy Grand 2, Galaxy Grand Duos) ₹19,010
Sony Xperia L(# Sony Xperia M) ₹14,500
HTC Desire 501 (dual-SIM) ₹16,400

*Prices are subject to change without notice. #- worth taking a look

Key specifications of BlackBerry Z10:

Model BlackBerry Z10
Display 4.2-inch display with1280x768p resolutionsPixel density: 356 ppi (pixel per inches)
OS BlackBerry 10.2.1 OS
Processor 1.5 GHz Dual-core Qualcomm Snapdragon S4 Plus processor
Storage capacity 16GB, expandable up to 32GB
 Camera Rear: 8.0-megapixel camera with auto-focus, LED flash, 5X digital zoom, full HD (1080p) video recording abilityFront: 2.0-megapixel camera with HD (720p) video recording
Network 3G & 4G/LTE in select market
Battery 1800 mAh;Standby time: up to 13 days
Add-ons Bluetooth v4.0, Wi-Fi (802.11n-2009), NFC,HDMI, micro-USB, microSD card
Dimensions 130.0 x 65.6 x 9.0 mm
Weight 135.4 g
Price (limited offer- 60 days) ₹17,990/-