Mint Explainer | Can India build a homegrown smartphone brand?

Would consumer brand loyalty be a challenge?

Yes. Experts state between 2013 and 2021, when India’s smartphone market grew 21% annually, brands had ample room to enter and experiment. First-time smartphone buyers were galore, making it easier for brands. This doesn’t hold today. Plus, over 13 years, brands like Vivo, Oppo, OnePlus and others have not only captured two-thirds of annual phone sales in India—they also have deep-rooted marketing, distribution and sales networks. Analysts say the perception of Indian brands is not great, as the country has never been a hub for tech brands. Thus, the virtual entry barrier could be quite steep for a new Indian smartphone brand.