Google’s direct sale of Pixel indicates a desire to stay competitive in India: Experts

Google has started direct sales of its Pixel phones in India online and analysts say that the move is to stay competitive in India and cater to users in a significant growth market.

Per Google’s launch announcement, direct sale on the Google Store is part of Pixel’s broader strategy in India to make Pixel devices and the Google ecosystem more accessible in the country.

In this regard, the website offers ‘Pay for purchases’ over time with no-cost EMIs, cashback offers on paying via EMI using a credit card, exchange bonus for old smartphones with additional offers or discounts for old Pixel users and store credits.

According to Upasana Joshi, Senior Manager – Devices, IDC, any successful brand needs a fundamental omnichannel presence to boost shipments, supported by strong marketing and promotions.

Company-owned stores and websites serve as an additional layer to this core strategy. She pointed out that India’s market for electronics stands out because online sales through Flipkart, Amazon and other e-commerce platforms make up a much larger share compared to other countries.

“Company-owned websites and physical stores account for less than 3 per cent of total smartphone sales in India. While these channels offer a unique customer experience, showcasing all ecosystem products under one roof, ensuring stock availability for popular devices and building customer trust in genuine products, their market share remains low. This is primarily because Indian consumers consistently prioritise discounts and offers,” she said.

Following Apple

By launching its own online store in India, Google aims to follow in Apple’s footsteps, which recently announced plans to launch stores in India, said Ashutosh Sharma, Vice-President and Research Director at Forrester. He viewed the direct channels for phones by the company as part of a bigger shift into targeting Indian buyers with Google’s broader slew of hardware from routers, chromebooks, accessories and beyond. The company needs people to use its services and hardware to be successful in any market, said Sharma.

Chatter on social media indicated that Indian users were displeased with Pixel phones, with some Reddit users complaining of modem, heating and service issues. However, Sharma pointed out that both Pixel and iPhones have a very distinct customer base.

In the premium smartphone market ($600+), iPhones are dominant (Apple’s share is 67 per cent in Q125).

Among Android devices, Samsung leads, followed by OnePlus, said Joshi.

Google currently has a small share, which makes it difficult for Pixel to compete with iPhones in this segment.

India, a main market

Shubham Singh, research analyst at Counterpoint Research, said that by launching a direct online sales channel, Google can engage directly with consumers, enhance brand visibility and maintain tighter control over product messaging.

Further, Joshi said the leading vendors have been operating in India for a long time now, with direct sales channels.

While offline is to remain significant in 2025, more investment can be expected to enter deeper pockets through such initiatives.

Published on May 30, 2025