Google Pixel phones production to kick-start in India from Q2, according to report

Google’s plans to diversify its supply chain and tap into the booming Indian smartphone market are rapidly materializing. According to a report by Nikkei Asia, the tech giant has directed its suppliers to begin manufacturing Pixel smartphones in India as early as the second quarter of this year.

The move aligns with Google’s alleged goal of shipping over 10 million Pixel phones in 2024. In 2023, the company reached a milestone by shipping around 10 million units despite a global economic slowdown. This strategic shift further emphasizes Google’s commitment to expanding its footprint in the rapidly expanding Indian market. In fact, Google’s CEO, Sundar Pichai, did confirm that the company would make a push for growing its smartphone market share.

The decision to ramp up Pixel production in India comes amid escalating tech tensions between the US and China. Google has already been manufacturing phones in Vietnam for years, and the extension into India marks a ‘China +2’ strategy that provides greater supply chain resilience.

The report claims sources familiar with the plans indicate that production of the high-end Pixel 8 Pro will begin in southern India in the coming weeks, with phones rolling out in the April-June quarter. Subsequently, production of the Pixel 8 will commence in northern India around the middle of the year.

India’s smartphone market presents a huge opportunity. Research from IDC shows a 1% growth to 146 million units in 2023, which contrasts sharply with the global smartphone market’s 4.7% decline in the same period. This growth trajectory, coupled with the Indian government’s incentives for tech manufacturing, makes it a highly attractive location for Google.

Google isn’t alone in exploring manufacturing options outside of China. Tech giants like Apple and Acer have also accelerated or announced plans to expand production in India. This trend highlights a growing desire to diversify supply chains and reduce dependency on a single manufacturing hub.

This move by Google underscores its commitment to bolstering its position in the competitive smartphone market. By establishing a significant manufacturing presence in India, the company likely seeks greater flexibility, access to a vast market, and a hedge against geopolitical uncertainties in its supply chain. As a Pixel owner myself, I hope this move translates into Google offering its Pixel phones at competitive prices. Not only will this incentivize Pixel users to stay loyal to the brand, but it would also help Google onboard more customers.