Google is taking a bold step in the Indian smartphone market by adopting a strategy that mirrors Apple’s successful approach. The tech giant, headquartered in Mountain View, California, is focusing on local production and expanding its sales channels to capture the growing demand for premium smartphones in India. For the first time, Google is bringing its entire Pixel product lineup, including the ultra-premium foldable phone, to the Indian market, signifying a major shift in its strategy. This move underscores Google’s commitment to one of the fastest-growing smartphone markets in the world, where affluent young consumers are increasingly splurging on high-end products.
Google’s Evolution in India’s Smartphone Market
Google’s journey in India’s smartphone market has been anything but smooth. Despite having a significant presence through its Android operating system, which powers nearly all smartphones sold by its OEM partners like Samsung and Xiaomi, Google struggled to make a mark with its Pixel-branded smartphones. The company has been selling Pixel phones in India for years, but it never introduced its full range of products, particularly the ultra-premium models, in the country. This scenario changed dramatically when Google announced that it would launch all the new products debuted during its ‘Made by Google’ event, including the Pixel 9, Pixel 9 Pro, Pixel 9 Pro XL, Pixel 9 Pro Fold, Pixel Watch 3, and Pixel Buds Pro 2.
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This changing consumer behavior has encouraged Google to take a more aggressive approach in India. The company is now marketing its Pixel 9 series as its most ambitious smartphone lineup yet, featuring models that vary in screen size and features: the 6.3-inch Pixel 9, the 6.8-inch Pixel 9 Pro, and the Pixel 9 Pro XL. The Pixel 9 starts at ₹79,999, the Pixel 9 Pro at ₹1,09,999, and the Pixel 9 Pro XL at ₹1,24,999. These smartphones, which are now available for pre-order in India, boast larger screens, improved cameras, sleeker designs, longer battery life, and more memory, making them future-proof for running advanced AI models.
One of the most notable features of the Pixel 9 series is the introduction of new AI capabilities, some of which are exclusive to this lineup. For example, Pixel Screenshots is a new AI feature that makes screenshots easier to search, while Add Me is a unique feature that guides users in taking photos and then allows them to trade places with someone in the photo using augmented reality. These innovations highlight Google’s continued focus on integrating AI into its products to enhance the user experience.
The Pixel 9 Pro Fold: Google’s Entry into the Foldable Market
While the entire Pixel 9 series has garnered attention, the Pixel 9 Pro Fold, Google’s first foldable smartphone, stole the spotlight at the ‘Made by Google’ event. This device, which can expand into an eight-inch tablet when fully unfolded, represents Google’s entry into the foldable smartphone market—a segment that is still in its early stages. Priced at ₹1,72,999, the Pixel 9 Pro Fold is unlikely to achieve mass-market appeal due to its high price point. However, it could help Google establish a stronger foothold in the premium segment, particularly as Apple, one of Google’s main competitors, has yet to release a foldable smartphone.
The Pixel 9 Pro Fold’s launch is a strategic move by Google to differentiate itself in a market where it has historically had a small presence. According to Canalys estimates, Google held just 0.4% of the market share in India’s booming smartphone market in the first half of 2024. However, India remains one of the top five markets for Pixel smartphones, alongside the US, Germany, the UK, and Japan, where Google was the largest vendor in H1 2024 with a 12% market share. In 2023, Google shipped 11 million Pixel smartphones globally, marking a 44% year-over-year increase, with sales surging since 2021.
Expanding Operations: Google’s Long-Term Commitment to India
Google’s strategy in India goes beyond simply selling more smartphones. The company is also focusing on expanding its manufacturing and retail operations in the country. On the manufacturing front, Google has already begun producing the Pixel 8 smartphones locally in India, a move that aligns with the Indian government’s push for local manufacturing and job creation. This decision also underscores Google’s commitment to the Indian market and its intention to play a long-term game in the country.
In terms of sales, Google is expanding its footprint beyond its online partner, Flipkart, by venturing into offline retail through partnerships with Reliance Digital and Croma. The company is also establishing Google-owned Walk-Centers in major cities like Delhi, Bangalore, and Mumbai to provide better after-sales service and support. These centers are part of Google’s broader strategy to enhance the customer experience and build stronger brand loyalty in India.
Experts suggest that Google is closely following Apple’s model by locally producing high-end smartphones and improving its sales channels to create demand for expensive phones in India. Apple’s success in the Indian market, where its annual sales reportedly hit a record of almost $8 billion last year, serves as a blueprint for Google. However, unlike Apple, which has full control over its supply chain and ecosystem, Google relies heavily on its OEM partners to sell more smartphones. In India, Samsung is considered Apple’s biggest competitor in the high-end segment, not Google, which also offers premium smartphones.
Google’s aspirations to market Pixel smartphones and accessories like the Pixel Watch 3 as competitors to Apple products are evident in its recent moves. The company has made it clear that it is committed to expanding its operations in India, as the country’s large population and maturing economy present significant growth opportunities. As consumers gain more purchasing power and the economy continues to expand, Google sees India as an ideal market to grow the Pixel brand.
However, it is important to note that Google’s efforts may not yield immediate results. The company faces stiff competition from its OEM partners, who are also moving into the premium segment. Nonetheless, Google’s long-term commitment to the Indian market, combined with its innovative product lineup and strategic expansion efforts, positions it well for future success in the country. As the market evolves, Google’s continued focus on AI and premium features could help it carve out a larger share of India’s lucrative smartphone market.
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