Google is preparing to launch its latest Pixel 9 series in India, marking a significant step as the company introduces its first foldable phone to the world’s second-largest smartphone market. This move, announced during the company’s Made by Google event, underscores Google’s ambitions to strengthen its presence in India’s competitive smartphone landscape.
To support this push, Google is expanding its sales channels across the country. The company has formed strategic partnerships with two major offline retail chains—Croma, owned by the Tata Group, and Reliance Digital, a subsidiary of Reliance—while continuing its strong online presence through Flipkart. Additionally, Google is enhancing customer service by rolling out three walk-in service centers, aiming to improve after-sales support and customer satisfaction.
Despite these efforts, Google faces significant challenges. Currently, the company holds less than 1% of the Indian smartphone market, where giants like Apple and Samsung dominate. The timing of the Pixel 9 launch coincides with a shift in India’s smartphone market, where premium devices are gaining popularity at the expense of lower-end models. Apple has benefited greatly from this trend, leading the super-premium segment with an impressive 83% year-on-year growth, according to IDC.
Industry experts suggest that Google needs to make a much larger investment in India to compete effectively with Apple and Samsung. Navkendar Singh, associate vice president at IDC, emphasized that Google would need to significantly increase its marketing spend to gain a meaningful market share and consumer mindshare. He also pointed out the importance of expanding offline retail presence, as the premium segment in India’s top cities requires consumers to physically experience devices before purchasing.
