Realme sets ambitious 2025 target: Aims for 50% market share growth with mid-to-premium smartphone focus in India

realme CMO Chase Xu

Realme plans to adopt an aggressive strategy in 2025 in India with new product launches in the mid-to-premium segment and by expanding its online presence through deeper partnerships with Flipkart and Amazon.

The Chinese mobile handset brand aims to outpace market growth and has set an ambitious target of increasing its market share by 50 percent, from 12 percent in 2024 to 18 percent in 2025.

“In 2024, we faced fierce competition in the Indian market as new brands entered and performed well. However, we achieved good results. Our market share remained around 12 percent in 2024, but in 2025, we are aiming higher. We aim to reach a market share of 18 percent, a 50 percent increase,” Chase Xu, Vice President and CMO of Realme, told Moneycontrol in a virtual interaction.

“India is Realme’s number one market globally and is always our top priority.”

This new target stems from Realme’s thorough review of user expectations and its expanding partnerships with e-commerce giants Amazon and Flipkart.

“We have conducted several internal strategic discussions to finalise our new strategy for next year. Our focus will be on growing our e-commerce market share. We aim to become the number one handset brand in 2025 and rank among the top three on Amazon,” Xu added.

The company plans to increase its investment in research and development (R&D), with a focus on emerging technologies such as AI, 5G, and smartphone design to better serve the Indian market. Realme recently announced plans to invest Rs 100 crore in advancing quad-curved display technology for its smartphones globally.

Without sharing specifics, Xu stated that the company has allocated an “enormous budget” for the Indian market to support its 2025 expansion. “We are yet to finalise the exact figure, but it will be a substantial amount,” he said.

Xu also highlighted that Realme is recalibrating its strategy for India to better cater to local users. “Our product strategy will focus on performance, design, and targeting younger users. We plan to concentrate on the mid-to-high range market segment through the GT, Number, and P series,” he said.

In addition to expanding its online presence, Realme will also strengthen its offline retail presence by opening new retail and experience stores. “We want more visibility on the streets by expanding our offline focus. Our sales target of an 18% market share applies to both online and offline channels combined. Both channels are equally important to us,” Xu added.

These comments follow allegations from mobile retailers that Chinese brands, including Realme, are engaged in anti-competitive practices, such as prioritising online sales channels. In October, the India Mobile Retailers Association (AMIRA), representing over 1.5 million mobile retailers, sought the intervention of Commerce and Industry Minister Piyush Goyal and Finance Minister Nirmala Sitharaman.

Xu emphasised that Realme is committed to supporting offline channels, which will be catered to by the “Number series” smartphones. “The high-end GT series will also be available across both online and offline channels,” he said.

Realme is also upgrading its after-sales service system in India to enhance customer satisfaction.

The company plans to expand its mid-premium lineup by launching the Realme 14 Pro smartphone in the coming days. The device will feature several India-specific innovations, including color-changing fusion fiber technology that dynamically shifts the phone’s color based on lighting conditions and viewing angles. This industry-first thermochromic technology alters the back cover’s color below 16°C.

“We’ve tailored key aspects of the phone, including the camera system, to align with Indian consumer usage patterns and preferences. Beyond adapting existing features, we’ve developed functionalities specifically for Indian users and introduced India-exclusive color variants that resonate with local sensibilities and cultural nuances,” Xu added.

Xu noted that gaming and performance are two critical demands of Indian users, and Realme is allocating resources to deliver these experiences through its high-end smartphones.

The Indian market is witnessing substantial growth in the mid-to-high price segment, ranging from Rs 20,000 to Rs 35,000, driven by the premiumisation trend.

“We haven’t captured a significant market share in this segment yet, but it will be our primary focus in 2025,” Xu said.