Google Pushes Further into Indian Smartphone Market with New Pixel 9 Series and Expanded Retail Strategy
Google is stepping up its efforts in the Indian smartphone market with the unveiling of its AI-empowered Pixel 9 series. Despite the company's current market share in India being less than 1%, Google sees an opportunity as premium phones gain traction over lower-end models. This is preared by SSP.
Pixel 9 Series Highlights
At its Made by Google event, Google revealed the Pixel 9 series, which includes the standard Pixel 9 and two Pro variants—Pixel 9 Pro and Pixel 9 Pro XL. The devices aim to redefine mobile photography and display brilliance with their sleek new design inspired by Google's Gemini design language. Features like Google's Tensor G4 chip, advanced front and rear cameras, and extended battery life mark significant upgrades from previous models. Pricing ranges from ₹79,999 (~$950) for the standard Pixel 9 to ₹1,72,999 (~$2,060) for the Pixel 9 Pro Fold.
Expanding Sales Channels
Recognizing the need for a robust retail presence, Google is broadening its sales network across India. The company has partnered with offline retail chains such as Tata Group's Croma and Reliance Digital for wider accessibility. Offline buyers benefit from hands-on experiences and the opportunity to evaluate devices physically, which is particularly crucial for the premium segment. Furthermore, Google continues its long-standing online partnership with Flipkart.
After-Sales Support
Google is enhancing its after-sales support by introducing three walk-in service centers in major cities like New Delhi, Bengaluru, and Mumbai. These centers aim to provide comprehensive support, including repair services and device replacements, thus improving the overall customer experience.
Marketing and Market Share
Significant marketing investments are necessary for Google to succeed in the high-end market segment, which is currently dominated by Apple and growing steadily. Despite Google assembling Pixel 8 smartphones in India, experts argue that to gain a meaningful market share, Google needs to intensify its promotional efforts and enhance its offline retail presence.
Additional Devices
Besides smartphones, Google also launched the Pixel Buds Pro 2 and Pixel Watch 3, aiming to provide a holistic Google ecosystem. Both devices feature advanced functionalities and seamless integration with Google's AI platforms.
Conclusion
Google's initiative to bring the Pixel 9 series to India, coupled with expanded retail and robust after-sales support, marks a strategic effort to claim a larger stake in the country's premium smartphone market. However, Google's pricing strategy and high marketing expenditures will be pivotal in achieving substantial growth and consumer acceptance in this highly competitive landscape.