By Elton Gomes
Over the past few years, smartphones have increasingly become all the rage in India. Tech giants such as Apple, Samsung, Xiaomi have been vying to become the leading brand in the Indian electronics market. Now, Google has also set its sights on Indian consumers and is all set to aggressively market its products in India.
The tech giant is planning to introduce a mid-range smartphone with a sharp focus on India. Google aims to get its marketing game right and is slated to spend significantly on it, similar to what Apple and Samsung have been doing in India.
A treat for consumers
From Xiaomi to Samsung, several manufacturers have led to an outburst of products to choose from. According to Business Today, in 2017, India’s smartphone market witnessed a shipment of 124 million units with an annual growth of 14 percent.
India finds itself among one of the fastest growing markets among the top 20 markets around the world. With Google’s Pixel smartphone ready to hit the market somewhere around Diwali, India’s smartphone market is sure to attract even more consumers.
Gradually capturing the market
A retailer who was present at the Google trade meet stated that the tech giant has no plans to become over-aggressive. Google, instead, plans to build a significantly large enough presence in India and then develop further from there.
One way to do this is to compete against Amazon. Google plans to launch its smart speakers by the end of April. Google’s executives claimed that the speakers will be priced at Rs 9,999 and 4,999, and is designed to give Amazon a run for its money. The executives also indicated that a massive advertising campaign is in the offing, hinting at the tech giant’s ambitious goals.
The ubiquity of tough competition
Whether its smartphones or speakers, Google certainly has its work cut out for it. Even a top brand like Samsung lost to Xiaomi in becoming the top smartphone seller in the final quarter of 2017. In addition to Samsung, Apple and Xiomi, Google will have to deal with several competitors like Lenovo, Oppo and others.
According to NDTV, Xiaomi reached the top spot due to its aggressively priced high-spec handsets. With the likes of Xiaomi dominating the Indian market, only time will tell how aggressive an approach Google may take.
In July 2018, Facebook plans to launch two smart home speakers named Aloha and Fiona with 15-inch touchscreens. Although it may be a while before the speakers reach Indian shores, Google again, may face more competition.
What executives have to say
Industry executives have stated that regular availability of Google’s products in India has been a bottleneck of sorts – one which Google aims to rectify. A Google executive was quoted by the Economic Times as saying: Their hardware distributor Redington will expand brick-and-mortar distribution reach.
The executive further claimed that, in certain stores, Google aims to undertake in-store branding and signage. The tech giant also plans to create exclusive zones that showcase specially designed fixtures. However, Google’s executives refrained from clarifying details when retailers asked whether company-owned or franchise-exclusive outlets would be set up in India.
In an unpredictable market like India, it remains to be seen whether Google’s new India-centric approach will be successful. Keeping in mind the intense competition in the market, Google cannot afford to have any red flags, if it plans to topple Samsung and Apple.