Introduction
Control Z is building a new category of premium renewed smartphones that feel, function, and perform like new devices, but cost only half the price. The Millennial founder, Yug Bhatia highlights the company’s focus on quality, process, and customer experience in this interview with the Indian Startup Times.
What Control Z Does
Control Z is a smartphone renewal company. In simple terms, it takes old smartphones, restores them completely, and sells them as “like-new” devices. Customers receive phones with 100% battery health, an 18-month warranty, and pricing that is significantly lower than new smartphones.
The company primarily works with smartphones, with a strong focus on iPhones and selective Android devices. The idea is not just to resell old phones, but to renew them thoroughly so that nothing feels compromised for the user.
Inside Control Z’s Renewal Process
All phones are renewed at Control Z’s central facility in Gurgaon. The process is highly advanced and closely resembles the systems used in new smartphone factories. Each device goes through complete disassembly and reassembly. Components that need replacement are changed, and the phone is then tested on set parameters. Functional tests are fully automated, while cosmetic checks use AI to detect even the smallest scratches or dents. The phones are also tested using X-ray systems.
What Makes Control Z Different From Other Refurbished Brands
Unlike most refurbished phone sellers, Control Z does not use grading systems. Every phone sold is in like-new condition. The company calls this category “premium renewed,” positioning it closer to new phones rather than traditional refurbished devices. Right from packaging that resembles how a new phone is delivered to after-sales service that includes free pickup and delivery across India, the brand pays keen attention to the customer’s experience. Customers can also buy phones on EMI through partnerships, making the devices more accessible.
Retail Expansion Across India
Control Z opened its first retail store in Gurgaon in 2025. Since then, it has focused on expanding through multi-brand retail outlets. Currently, the company is present in over a hundred stores, mainly in North India. The goal is to scale rapidly and reach around 1,000 stores across India within the year. These retail partners receive supply, warranty coverage, and EMI enablement directly from Control Z, helping the brand build a wide and organised distribution network.
Impact of Appearing on IdeaBaaz
Control Z’s appearance on the television show IdeaBaaz helped the brand reach audiences beyond metro cities. The show targets tier-three and tier-four markets and is broadcast in multiple regional languages. Yug Bhatia said, “this exposure brought credibility and allowed us to reach retailers, distributors and customers.”
Looking at Sustainability Differently
While Control Z’s business naturally contributes to reducing e-waste, the company does not position itself as a sustainability-first brand. Instead, it focuses on economic value for the customer. By offering high-quality phones at lower prices, Control Z solves a real economic problem with sustainability as an added benefit. The belief is that sustainability works best when it aligns with strong economic incentives.
Advice for Aspiring Startup Founders
As one of the youngest founders in the startup ecosystem, Yug Bhatia believes that building a company is difficult for everyone, regardless of age. While initial perceptions may exist, long-term success depends on the quality of work and consistency. Over time, credibility is built through execution, and factors like age or background become less important.
Yug Bhatia has one word of advice for aspiring founders and that is to start. He says, “Planning without action leads nowhere and only once you start can you understand the market and real problems.”
Interview by : Khevna Reddy
