Topics
Latest
AI
Amazon
Image Credits:Google
Apps
Biotech & Health
Climate
Image Credits:Google
Cloud Computing
commercialism
Crypto
Image Credits:TechCrunch / IDC
enterprisingness
EVs
Fintech
Image Credits:TechCrunch / Google
Fundraising
Gadgets
back
Government & Policy
Hardware
Layoffs
Media & Entertainment
Meta
Microsoft
secrecy
Robotics
surety
societal
Space
Startups
TikTok
Transportation
Venture
More from TechCrunch
Events
Startup Battlefield
StrictlyVC
Podcasts
picture
Partner Content
TechCrunch Brand Studio
Crunchboard
Contact Us
On Tuesday at itsMade by Google effect , Google herald that the new Pixel 9 business line is coming to India . The news also finds the company ’s new foldable launching in the world’ssecond largest smartphone marketfor the first clip .
Google is expanding its sale duct in the country by partner with two offline retail chains — Tata Group - owned Croma and Reliance ’s retail subsidiary Reliance Digital — alongside its long - put up on-line partner Flipkart . It also bring in three walk - in serving centers to improve after - sale .
However , pregnant challenge remain for the Android maker , which presently has less than 1 % share in India .
The Pixel 9 news arrives as premium production sales are grow in India , at the expense of their low - closing counterparts . Apple has been a significant beneficiary of this course . The Cupertino troupe dominated the Indian smartphone grocery store ’s super - premium section ( $ 800 + ) with 83 % year - on - yr ontogeny , per IDC .
Google is direct the section with the Pixel 9 serial publication , which begin at 79,999 Indian rupee ( ~$950 ) for theregular Pixel 9 . The line top out at 172,999 Indian rupee ( ~$2,060 ) for the Pixel 9 Pro Fold . The iPhone 15 , meanwhile , presently starts at79,600 Indian rupees ( ~$950 ) for the radix iPhone 15 and goes for as much as 193,500 ( ~$2,300 ) for the iPhone 15 Pro Max .
The story so far
Google has been deal its Pixel earphone in India for quite some time , though it only recently started focalize on the nation .
According to IDC data shared exclusively with TechCrunch , Google ’s smartphone shipments in India arise over 1,300 % to 665,000 units in 2023 , up from 47,000 units in 2020 . However , the troupe ’s overall market share continue minimal at 0.5 % . The affordable Pixel A series has dominated Google ’s gross revenue , with a 65 % share in 2023 .
Join us at TechCrunch Sessions: AI
Exhibit at TechCrunch Sessions: AI
Still , even the less expensive Pixel A serial publication is n’t a mainstream equipment in the country , with the Pixel 8a starting at 52,999 Indian rupee ( ~$630 ) . The submission - premium ( $ 200-$400 ) segment lead the Indian market with a 30 % plowshare , per the psychoanalyst firm .
Data from Counterpoint Research indorse up IDC findings , with the Pixel smartphone image capturing a 1 % part in India ’s exchange premium section , with a 0.25 % percentage in the overall smartphone market place .
Counterpoint ’s depth psychology shows the Pixel A series accounted for 73 % of Google ’s entire smartphone lading in India in 2023 .
“ This series has helped Google expand its reach in the country , ” Tarun Pathak , research theater director at Counterpoint , told TechCrunch . “ Its affordability enable Google to rap into a broader hearing . ”
“Huge high-decibel marketing spending” needed
For the last few months , Google has widened its India footprint . The companystarted tack the Pixel 8 smartphoneslocally to appeal to the Indian political science , which actively agitate brands to help make the South Asian res publica a global manufacturing hub . Google ’s expansion of its sales channels and after - sales in the country are also key .
Nevertheless , food market experts believe Google demand to spend much more money in India to better its go - to - market and compete with the like of Apple and Samsung .
“ The premium end of the market is learn hefty growth , driven in the main by Apple , but it sure is evidence of a small but growing segment of consumer who have the appetite to drop . Google would like to take some parcel from this segment with its camera capabilities and AI - focussed OS . Of course , this would need immense gamy - dB marketing spending to gain a meaningful market place plowshare and consumer mindshare , ” Navkendar Singh , associate frailty president at IDC , tell TechCrunch .
Singh added that Google needs to amplify its gross sales canal to widen its consumer base in the country , where online minutes constitute a single - digit share of retail sale .
“ Only online and limited offline presence is not a viable long - term scheme in India , where consumers still palpate the need to touch and sense the devices , specially in the premium segment , ” he say . “ Google has to make inroads in the offline distribution channel to invoke to Samsung A serial and S serial consumers in the premium retail stock in India ’s top 20 - 30 cities . ”
Analysts believe that Google ’s conclusion to begin with the two initial offline channel , alongside its online exclusivity with Flipkart , may help oneself the smartphone trafficker somewhat .
“ With this multichannel plan of attack , we can look to increased outgrowth and borrowing , ” Pathak of Counterpoint enunciate .
Counterpoint forecasts the Pixel serial to remain below 1 % share in India , with the Pixel A models continue to aim Google ’s growth .
The chief understanding for Google to keep on to have minimal interest from buyer in India is its pricing .
“ This is not neat pricing , ” assert Singh . “ Absolutely out of sync . It seems Google wants to keep their margins . ”
Google alsooffers a bunch of AI featureson its raw Pixel phone to attract customers . However , Singh believed consumer are not making a pick based on AI features or holding off leverage for such features .
“ In the medium to longer term , AI features will spiel an significant role in purchase pull , especially in the agio section , more so if and when Apple decides to get AI on - machine to its iPhone , ” he say .
