Google’s betting big on India’s growing premium smartphone market with new Pixel phones

Google Pixel

When it comes to premium smartphones, it’s the iPhone that reigns supreme in India. A recent report by IDC revealed that the super-premium segment (US$800+) grew by 22% in Q2 2024. The iPhone 15 and iPhone 14 series together accounted for 77% of shipments, followed by the Galaxy S24/S24 Ultra with an 11% share. Overall, Apple led the segment with a share of 83%, followed by Samsung at 16%. Clearly, Google is a bit-part player at the moment.

However, with the launch of its Pixel 9 series of phones, the Sundar Pichai-led company wants to change that. A big indication of it is the launch of the Pixel 9 Pro Fold — the first foldable from Google to come to Indian shores.

“India is one of the most exciting countries in our footprint right now, and we are fully committed. For us to succeed in India, the first thing we have to take care of is our portfolio,” Nanda Ramachandran, vice president, Google Mobile, told PTI.

And Google has taken care of its portfolio with the launch of the Pixel 9 series. For the first time, there will be five latest Pixel phones on offer for Indian buyers. The Pixel 9, the Pixel 9 Pro, the Pixel 9 Plus, the Pixel 9 Pro Fold and the affordable Pixel 8a. Google Pixel 9’s  price starts at Rs 79,999, while the Pixel 9 Pro and Pixel 9 Pro XL are priced at Rs 1,09,999 and Rs 1,24,999, respectively. This is Google’s most robust portfolio in India. In the past, Google launched only two models for the Indian market. In fact, one year Google gave the Indian market a complete miss as well.

The challenges ahead

The Indian smartphone market’s premium segment is the one which is growing quite fast. Apple has been quick to make inroads in it and Google has its work cut out. For a long time, the cameras have been the biggest selling point of Pixel phones. But the buyers in the premium category looks for a more rounded experience — they want it all and not just the camera. Google has refined its hardware with the Tensor chip but questions still remain over its longevity.

Google has also beefed up its retail strategy. Google Pixel phones will be available offline at Croma and Reliance Retail outlets in 150 stores across 15 cities. Not just that but the company has also revealed plans to open Google-owned walk-in stores in New Delhi, Mumbai and Bengaluru. These moves aim to strengthen Google's physical presence in India and provide customers with more opportunities to experience Pixel products firsthand — something that has been lacking for many years now.