Competition in under-Rs10K smartphone segment hots up as Covid limits purse strings

New Delhi: Phone companies are taking a sharp turn in their pricing strategies to aggressively compete in the low-cost segment as the Covid impact leaves a strain on consumer wallets.

Major brands including Samsung – first around Rs5K device launch in years – and Realme, with expansion of its low ranger portfolio, are joining the likes of Xiaomi and HMD-Nokia to capitalize the opportunity in the below Rs 10,000 price band.

“There is a backward integration in pricing by most brands because most new use cases and replacement opportunities for smartphones lie in below Rs 10,000 category now,” said Tarun Pathak, Associate Research Director at market intelligence firm Counterpoint.