Our Bureau
Mumbai
Indian smartphone manufacturers are looking to strengthen their presence in the sub-₹20,000 segment as Chinese smartphone companies increasingly shift their focus towards premium and higher-priced devices, opening up an opportunity for domestic brands to reclaim a larger share of the mass market.
The shift comes at a time when India’s smartphone market is undergoing a significant change in consumer preferences. While demand for premium devices has remained resilient, the budget segment has come under pressure from rising component costs and longer replacement cycles. Smartphone shipments in the April-June 2026 quarter declined 10 per cent year-on-year, with phones priced below ₹15,000 witnessing a particularly sharp fall.
For Indian brands, like Mivi and Boltt the gap below ₹20,000 represents an opportunity to compete on affordability while offering consumers features such as 5G connectivity, improved cameras, larger batteries and better displays. Domestic manufacturers are expected to focus on controlling costs and improving value propositions as they seek to attract price-conscious buyers.
Chinese brands, meanwhile, have been steadily expanding their presence in the mid-range and premium categories. Companies such as Xiaomi, Vivo, Oppo, Realme and OnePlus have traditionally built their Indian businesses around affordable and mid-range smartphones, but the industry is now seeing a broader push towards higher-value devices.
The challenge for Indian brands, however, will be to convert this opportunity into sustained consumer demand. Competitive pricing alone may not be enough; product quality, innovation, distribution and after-sales support will determine whether domestic players can establish a lasting foothold in the segment.