In an exciting move that underscores the growing significance of the Indian smartphone market, Alphabet, Google’s parent company, has announced its intention to commence the local manufacturing of Pixel smartphones in India. This landmark decision comes as Google aims to tap into the vast potential of this dynamic South Asian nation. With its sights set on the Indian market, Google is going on a mobile marketing push in the country.
The reason for this marketing push in India by Google
India, with its 1.4 billion population, is a vital market for Google. It boasts the largest user base for various Google services, including Android, Google Search, and YouTube. This makes India a prime location for Google to invest in local manufacturing and expand its reach even further.
The decision to manufacture Pixel smartphones in India aligns with the ‘Make in India’ initiative, spearheaded by Prime Minister Narendra Modi, which aims to transform India into a manufacturing powerhouse and reduce dependence on imports.
The company intends to start local manufacturing with the current lineup, both the Pixel 8 and Pixel 8 Pro. The devices are expected to be rolled out in 2024, as per Sundar Pichai.
Enhancing Customer Experience
Google recognizes India as a priority market for its Pixel smartphones and is taking steps to improve the overall customer experience. To this end, Google has partnered with F1 Info Solutions to establish 28 service centers across 27 cities in India. This widespread service network ensures that customers have access to prompt and efficient support.
Marketing strategy of Google in India
In addition to manufacturing in India, Google is ramping up its marketing efforts in the country. One significant step in this direction is Google’s sponsorship of ‘Koffee with Karan Season 8,’ a wildly popular Indian talk show hosted by Bollywood filmmaker Karan Johar. By associating itself with a show that enjoys tremendous viewership and a dedicated fan base, Google is positioning itself to maximize its reach and brand visibility.
Google’s marketing strategy for the Pixel 8 series in India includes a nostalgic ad campaign. This campaign features the iconic Bollywood character ‘Mr. India‘, played by Anil Kapoor, who teased the character’s return. Google followed this teaser with a series of creative and engaging advertisements that hinted at a collaboration between the character and the Pixel 8 series. It has successfully generated buzz and excitement around the Pixel 8 series, making it a hot topic of discussion in India.
Google Pixel hoardings in major cities
To make the Pixel series more familiar to the Indian audience, Google is also investing in prominent outdoor advertising. The company has set up Pixel 8 hoardings in major cities across the country. These hoardings are strategically placed in high-traffic areas, ensuring that potential customers encounter Google’s message about the Pixel 8 series frequently. This outdoor advertising initiative aims to create brand awareness and generate curiosity among consumers.
Google vs. Apple: A Competitive Perspective
With Google’s move to manufacture Pixel smartphones in India, it enters a market already home to another tech giant – Apple. Apple has been aggressively promoting India as its next significant growth driver in recent years, and it seems to be paying off. Data from market researcher Counterpoint suggests that Apple’s share of the Indian smartphone market is on the rise, projected to account for 7% of all smartphone sales in the country in the latter half of 2023, up from 5% in the first half. Notably, Apple India’s net profit surged by 76%, with sales reaching an impressive INR 50,000 crore ($6 billion) in FY23.
This mobile marketing push by Google in India is likely to be a success, given its strong brand reputation in the country and the highly competitive features and prices of its Pixel 8 series smartphones. Moreover, Google sees the potential in the Indian market and is eager to gain a foothold. Additionally, its marketing strategies have hit the mark, with the Mr India campaign being particularly well-conceived and executed. Overall, I believe that Google Pixel has the potential to reach its full potential in the Indian market.