NEW DELHI: In a strategic shift aimed at deepening its footprint in India’s premium smartphone market, Google has officially launched direct online sales of its Pixel-branded hardware in the country. Starting Thursday, Indian consumers can now purchase Pixel phones, watches, and earbuds directly from the official Google Store, marking the tech giant’s first direct-to-consumer e-commerce move in the South Asian market.
The decision places Google in direct competition with Apple, which already operates its own online and physical stores in India. The move comes ahead of Google’s anticipated launch of its first-ever brick-and-mortar outlets in the country, following reports earlier this year that the company was finalising store locations.
Until now, Google devices were available in India through authorised third-party retailers and on Flipkart, a Walmart-owned e-commerce platform. The direct online sales channel will give Google greater control over customer experience, pricing, and brand positioning—elements that have been key to Apple’s success in India and globally.
Retail Expansion on the Horizon
Google’s retail ambitions mirror the approach taken by Apple, whose physical stores have become iconic venues for showcasing premium tech. Apple currently operates retail outlets in Mumbai and New Delhi, with more planned. Google is expected to follow suit as it seeks to build a strong offline presence in one of the world’s fastest-growing digital economies.
According to a February report by Reuters, the Alphabet-owned firm is close to finalising locations for its first retail stores outside the United States.
Premium Market Challenge
Despite its global popularity, Google’s Pixel line has struggled to gain a significant share in India’s competitive premium smartphone segment. Market research firm Counterpoint estimates that Apple held a dominant 55% share of India’s premium smartphone market (phones priced above $520) in 2024, while Pixel accounted for just 2%.
However, Google appears committed to growing its presence. The company has recently begun manufacturing Pixel smartphones in India, a move expected to boost local availability and potentially lower prices through reduced import costs.
Currently, Pixel devices in India are priced from approximately $360 to $1,900, while Apple’s iPhones range from $520 to $2,100.
A Market Ripe for Growth
India is home to roughly 712 million smartphone users and continues to be one of the most attractive growth markets for global tech companies. With a rising middle class, increasing digital adoption, and government support for local manufacturing, India offers considerable opportunities for brands looking to scale.
By launching direct sales and exploring retail store openings, Google is positioning itself for a stronger competitive stance in India’s evolving premium device ecosystem.–REUTERS
