At a time when the Indian smartphone market is moving towards premiumisation, HMD remains committed to the mass-market affordable smartphone segment. The brand is expanding its India footprint by tapping into the market of value-conscious customers with a product price range of ₹10,000-15,000, starting with the launch of the HMD Vibe 2 5G smartphone. The device became available in the country on May 21, at a starting price of ₹10,999. It is set to go on sale exclusively on Flipkart on May 26, with a special 24-hour launch offer of ₹9,499.
Ravi Kunwar, VP and CEO, HMD India and APAC believes that this affordable segment presents a unique opportunity. “The market is no longer cluttered in this price range, because a lot of players have actually moved out. Secondly, with all our value additions, we feel there will be a strong demand from first-time users and feature phone upgraders,” Kunwar explains. At the heart of HMD India’s marketing efforts this year, is brand awareness and recall. With original offerings like the upcoming smartphone line-up, the brand aims to create an identity distinct from that of Nokia phones, which it manufactures and licenses.
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The focus lies on highlighting its human-centric design philosophy and innovation. Raghav Juyal, who was recently roped in as brand ambassador, embodies individuality and authenticity that aligns with this positioning, Kunwar shares.
Having collaborated with Rajasthan Royals as Associate Sponsors for Indian Premier League (IPL) 2026, HMD is now eyeing a 360 degree marketing approach spanning cricket, print, TV, digital and OOH campaigns. Elaborating on the marketing focus, Kunwar says, “There will be a lot of emphasis on consumer engagement and community-building. Also, this product (Vibe 2 5G smartphone) will go live on Flipkart, so, search and conversions will also be key metrics.”
The objective of these marketing efforts, ultimately, is to drive business growth. “From a business perspective, we are hoping for 3x to 5x growth in our smartphone segment in comparison to where we were last year,” Kunwar notes.
