During its Made by Google event on Tuesday, Google announced that the new Pixel 9 line will be launched in India, making its debut in the world’s second largest smartphone market.
To boost its presence in India, Google has partnered with offline retail chains like Croma and Reliance Digital, in addition to their online partner Flipkart. They have also established three walk-in service centers to enhance after-sales support.
Despite these efforts, Google faces challenges in India where it currently holds less than 1% market share.
The Pixel 9 series is targeted at the premium segment of the Indian market, starting at 79,999 Indian rupees (~$950) for the regular Pixel 9 and going up to 172,999 Indian rupees (~$2,060) for the Pixel 9 Pro Fold. In comparison, the iPhone 15 starts at 79,600 Indian rupees (~$950) for the base model and goes up to 193,500 Indian rupees (~$2,300) for the Pro Max.
The story so far
Google has been active in the Indian market for some time, with their smartphone shipments growing significantly in recent years. However, their overall market share remains minimal at 0.5%, with the Pixel A series being the dominant product line.
The Pixel A series has been instrumental in Google’s growth in India, capturing a significant market share and enabling the company to reach a broader audience.
“Huge high-decibel marketing spending” needed
While Google has made strides in the Indian market by local assembly and expanding sales channels, experts believe that significant marketing investment is necessary for Google to compete with industry giants like Apple and Samsung.
To appeal to a wider consumer base, Google needs to focus on offline sales channels and improve its brand presence in premium retail stores across major cities in India.
Analysts suggest that Google’s multichannel strategy, along with an emphasis on the Pixel A series, may help drive growth and adoption in the Indian market.
However, pricing remains a key concern for Google in India, with some experts suggesting that the company’s pricing strategy is not competitive enough to attract buyers.
While Google offers advanced AI features on its Pixel phones, consumers might not consider these features as a primary factor in their purchasing decisions. However, AI capabilities are expected to play a crucial role in the premium segment in the future.
