Google Pixel not even among top 10 smartphone brands in India, as per latest data

In the dynamic landscape of the smartphone industry, India has become a major and fiercely competitive battleground for smartphone companies. Despite this, the International Data Corporation (IDC)’s Worldwide Quarterly Mobile Phone Tracker highlights a noticeable absence of the Google Pixel brand among the top smartphone brands in India. While stalwarts like Samsung and Apple have solidified their positions, Google appears to face a substantial gap that needs bridging.

The IDC’s latest data reveals that India’s smartphone market remained flat year-over-year in the third quarter of 2023, with 44 million units shipped. While July and August saw single-digit growth as channels prepared for the festive season, September recorded its lowest shipments since 2019 due to tapered demand and high prices. This comes after a challenging first half of the year and a modest start to the festive season.

The average selling price (ASP) for smartphones in India hit a high of $253, with a 5% quarter-on-quarter and 12% year-over-year growth in 3Q23. The focus on affordable 5G devices and discounts across the channels led to 5G smartphone shipments reaching a record 58% share, with 25 million units being shipped. The ASP for 5G smartphones dropped to $357 in 3Q23, marking a 9% year-over-year decline.

Prominent players like Samsung’s Galaxy A14, Apple’s iPhone 13, and Xiaomi’s Redmi 12 led the 5G smartphone segment. However, amidst these established brands, Google Pixel is notably absent from the list of top smartphone brands.

Here I explore a few potential reasons why Google Pixel is not so popular among Indian audiences.

One of the most significant barriers hindering Google Pixel’s success in the Indian smartphone market is its pricing strategy. Let’s delve deeper into this issue to understand why it’s such a pivotal concern.

In a country as diverse as India, with varying income levels and economic disparities, pricing plays a paramount role in determining the success of any product, especially in the smartphone industry. The latest Google Pixel 8 and Pixel 8 Pro are undeniably top-tier smartphones, equipped with cutting-edge features and performance capabilities. However, the catch lies in their high price tags, which make them considerably less accessible to the majority of Indian consumers.

The average monthly income of a middle-class individual in India typically ranges from INR 20,000 ($240) to INR 30,000 ($360). In contrast, the Pixel 8 series comes with a hefty price point that often exceeds three to four times the average monthly salary. For many potential buyers, this stark contrast between their income and the cost of the Pixel 8 series makes it simply unaffordable.

Another notable challenge that Google Pixel faces in India is the lack of brand awareness. In a market inundated with a plethora of smartphone brands, building a strong brand presence is essential. In many parts of India, even in small towns, you will come across advertisements, boards, and promotional campaigns for brands like OPPO, Vivo, and Samsung. This extensive brand visibility plays a crucial role in influencing consumer purchasing decisions.

In the world of smartphones, a well-known and recognized brand inspires confidence in potential buyers. They feel more assured about the product’s quality and reliability, even before using it. For Google, this is a significant hurdle to overcome.

Accessibility to Google Pixel smartphones is another issue stemming from the exclusive retail approach. Currently, the only authorized channel to purchase a Pixel smartphone in India is through Flipkart. In contrast, giants like Samsung and Apple have established a physical retail presence across the country. They offer consumers the opportunity to experience the devices firsthand and provide a sense of security should any issues arise.

The presence of physical stores contributes significantly to the credibility and trustworthiness of a brand. It not only makes it convenient for buyers to see and touch the product before making a purchase. It also ensures that they have access to assistance if they encounter any problems with their devices.

Furthermore, the limited number of authorized service centers for Pixel smartphones in only a handful of Indian cities is another concern. This shortage of support infrastructure does not inspire confidence among potential buyers.

Google is taking several strategic steps to address the challenges it faces in the Indian smartphone market. Here are some of them:

Manufacturing Pixel smartphones in India is a significant and strategic move. The strategy adopted by Google takes inspiration from industry giants like Apple and Samsung, who have already embraced the ‘Make in India’ approach.

By producing Pixel smartphones in India, Google can significantly reduce production costs and import tariffs. As a result, this will ultimately lead to more affordable pricing for consumers. This shift in manufacturing also contributes to fostering a sense of local production and community involvement.

The availability of the first ‘Made in India’ Pixel phones is expected in 2024. This signals a promising change that could bridge the pricing gap and make these top-tier smartphones more appealing to Indian consumers.

The choice of a ‘Mr. India‘ theme is not just a random marketing ploy but a carefully thought-out strategy. ‘Mr. India’ is a classic Bollywood film that enjoys immense popularity in India. By associating their brand with this beloved cultural reference, Google seeks to tap into the emotional and nostalgic connections that Indians have with their cinema. This not only creates brand recognition but also evokes positive sentiments towards Google Pixel.

Along with this Google is sponsoring ‘Koffee with Karan‘ Season 8, a wildly popular Indian talk show hosted by Bollywood filmmaker Karan Johar. Additionally, there are billboards in prominent places in cities across India.

While it might take some time for these efforts to bear fruit, Google’s journey in the Indian smartphone industry is a promising one. With a focus on price competitiveness and brand visibility, Google Pixel has the potential to become a household name and a strong contender in the Indian smartphone market. Furthermore, its innovative features and user-friendly interface set it apart from the competition.

As the Indian market continues to evolve, Google is positioning itself to meet the demands and preferences of discerning Indian consumers.