Google starts directly selling Pixel devices through its online store in India

Prior to the launch, Google sold its Pixel devices through third-party retailers such as e-commerce marketplace Flipkart and retail chains like Tata Group's Croma and Reliance Digital.

The company’s online store previously provided product information and allowed consumers to browse and compare smartphone models.

Shah said Google has put a "huge amount of engineering resources" into launching this store, which he described as the first of its kind store the tech giant has launched anywhere outside the United States, as it offers several features that is unique to the needs of Indian consumers.

First among them is support for UPI payments. India is unique in terms of payment options due to the widespread use of UPI, Shah said.

"Indian consumers love to buy product using EMI offers but unlike markets like the US or Europe, where you can get monthly instalment as a part of your carrier contract, in India, this happens through banks," he said.

Google Store will offer no-cost EMIs option with over 15 banks, including HDFC Bank, as part of the efforts to make devices more accessible to consumers.

The store will also enable consumers to exchange their device through the Google Store Exchange Program. The company has partnered with Cashify for this initiative.

For deliveries, Google is partnering with Blue Dart, which provides coverage to 12,600 PIN codes across the country, with most deliveries expected to be completed within 24 to 48 hours.

The American tech giant Google has also enabled full service support on the online store, Shah said. This includes initiating repair requests and scheduling pick-up directly from the website.

Offline Google retail stores on cards?

These moves come at a time when Google is said to be looking at opening physical stores in India, its first retail outlets outside the US.

Rival Apple opened online store in India in 2020 and two physical stores, one each in Mumbai and Delhi, in April 2023. The iPhone maker is now planning to expand its retail presence by opening four more Apple Stores in the country.

Google has expressed its intentions to scale up its Pixel business in the India to capitalise on the rising demand for premium smartphones. It also locally manufacturing Pixel smartphones to make them more widely available across the country.

Also read: Google ropes in former Apple executive Mitul Shah to lead Pixel's expansion efforts in India

Shah said the new online store complements its existing omnichannel strategy in the country.

Pixel devices are now available in more than 2,000 stores across more than 25 large format retail and mobile wireless partners including Croma, Reliance, Vijay Sales, Bajaj Electronics, Poorvika and Sangeetha alongside key multi-brand retail stores.

Of this, almost 250 stores offer hands-on experience, demonstrating all the artificial intelligence features, he said.

"We are continuing to enhance on our investments on the retail infrastructure, including more places where customers can touch and feel our product, where they can buy products, and bring more capability in terms of service, among others," Shah said.

Google has a minuscule share in India’s premium smartphone market. Pixel accounts for about a percent of the premium segment, said Tarun Pathak, research director at Counterpoint, a market research firm.

However, Pathak said the devices have been gaining mindshare, as the company expands its portfolio and this launch is expected to help Google increase its market share.

(Disclosure: Moneycontrol is a part of the Network18 group. Network18 is controlled by Independent Media Trust, of which Reliance Industries is the sole beneficiary.)