Emerging Market Phone Brands Entering India: Rollout & Strategy

India’s smartphone landscape is about to get more competitive than ever. As of November 2025, several emerging market phone brands from Southeast Asia and China are preparing to enter the Indian market, drawn by massive growth in the sub-₹25,000 5G segment and evolving consumer demand.

While global giants like Samsung, Xiaomi, and OnePlus dominate the premium tier, these new entrants aim to challenge them in the mid-range and affordable performance categories. Their strategies focus on aggressive pricing, localisation, and digital-first sales channels. Let’s take a closer look at who’s coming, what their India plans look like, and how it will impact the country’s smartphone ecosystem.

The New Wave of Entrants in 2025–26

Over the past year, smartphone brands from regions like Vietnam, Indonesia, Malaysia, and mainland China have shown renewed interest in India. With domestic demand slowing in their home markets, India’s 1.4 billion-strong population offers immense potential.

Some of the key brands preparing for entry include:

Many of these players are leveraging Make in India partnerships for local manufacturing, helping them maintain cost efficiency and gain faster regulatory approval.

Verdict: India’s smartphone market in 2026 will feature over a dozen active brands, fuelling competition across every price point.

Why India Is the Next Big Focus

India has overtaken the U.S. as the second-largest smartphone market in shipment volume. The demand is shifting toward mid-tier 5G phones that deliver premium features at accessible prices.

Three main factors attract these emerging brands:

1. Untapped 5G growth: Over 70% of Indian users are still using 4G devices as of late 2025, creating a vast upgrade opportunity.

2. Local manufacturing ecosystem: India’s PLI scheme and tax incentives make it profitable to assemble phones locally.

3. Digital-first retail market: Platforms like Flipkart, Amazon, and Croma Online reduce the need for costly offline infrastructure.

Verdict: India’s expanding 5G and manufacturing infrastructure make it a goldmine for budget-focused global brands.

Pricing and Market Strategy

New brands understand that pricing is everything in India. Their strategies revolve around offering flagship-level specs at aggressive prices, backed by high-volume online sales.

Common approaches include:

• Subsidised pricing through local assembly partnerships.

• Exclusive online tie-ups to reduce distribution costs.

• Flash sales and cashback offers to attract Gen-Z buyers.

• Localized software tuned for Indian preferences (themes, keyboard layouts, UPI shortcuts).

Expect brands like Infinix, Tecno, and Honor to compete directly with Redmi, Realme, and iQOO in the ₹15,000–₹25,000 segment — offering 120Hz AMOLED displays, 108MP cameras, and 5,000mAh batteries at disruptive pricing.

Verdict: Expect an intense price war in 2026, with buyers benefiting the most from competitive features.

Manufacturing and Localisation

To qualify for government incentives and avoid import duties, new entrants are setting up local assembly plants under the Make in India initiative.

For instance:

• Transsion Group (Tecno, Infinix) already manufactures in Noida.

• Honor is partnering with Indian EMS firms for re-entry.

• ZTE is exploring partnerships in Tamil Nadu for component assembly.

In addition to manufacturing, these brands are investing in:

• Regional language UI options

• Customer service centres in Tier-2 and Tier-3 cities

• Localized software integration (e.g., India calendar, local streaming apps)

Verdict: Local production and tailored user experiences are key to sustaining long-term success in India.

Marketing and Consumer Targeting

Unlike premium flagships, emerging market brands are focusing on youth-centric campaigns and influencer-driven promotions. Expect launches via online livestreams, YouTube unboxings, and social media-first campaigns rather than traditional TV ads.

These brands target:

• College students and young professionals upgrading to their first 5G phone.

• Tier-2 city buyers who value large batteries, fast charging, and good cameras.

• Budget-conscious families seeking durable devices under ₹20,000.

Verdict: Digital engagement and influencer-driven storytelling are replacing celebrity endorsements in the budget segment.

Competitive Landscape: What Changes for 2026

India’s mid-range market is becoming the most hotly contested space globally. Established players like Xiaomi, Realme, and Samsung will face direct competition from these new entrants, especially as they leverage AI-enhanced software, better repair networks, and longer update promises.

Verdict: The new entrants will raise expectations for software longevity, value-for-money, and hardware quality across the board.

Government Regulations and Support

India’s electronics policy for 2025–26 encourages FDI and local assembly of smartphones under ₹50,000. Brands committing to Indian production receive:

• Lower import duties on components

• Fast-track certification through BIS

• Access to PLI-linked incentives

Additionally, the government’s push for exporting India-made smartphones to Africa and the Middle East could further motivate brands to use India as a global production hub.

Verdict: Policy alignment makes India both a consumer and manufacturing base for emerging brands.

What This Means for Indian Buyers

For Indian consumers, this wave means:

• More choice: Over a dozen models in each price tier.

• Better value: Flagship specs at lower prices.

• Improved service access: Wider after-sales coverage through brand tie-ups.

• Increased innovation: Brands competing through design and software features.

However, buyers should also be mindful of software reliability, update timelines, and repair part availability — common challenges for new entrants.

Verdict: 2026 will be a buyer’s market — more competition, better prices, and faster innovation.

Final Verdict

The emerging market phone brands entering India are set to redefine the competitive landscape in 2026. By combining local manufacturing, aggressive pricing, and India-focused design, they’re positioning themselves as serious challengers to long-standing players.

As infrastructure and policy support strengthen, India is poised to become the global stage for the next generation of smartphone innovation.

Overall Verdict: India’s smartphone industry in 2026 will see record competition — and consumers stand to gain the most.

FAQs

Which new smartphone brands are entering India in 2025–26?

Brands like Honor, ZTE, Infinix, Tecno, and Blackview are expanding their presence or re-entering India.

Why are these brands focusing on India?

Because India’s mid-range 5G market is booming and offers a huge upgrade base from 4G devices.

Will these phones be Made in India?

Yes, most brands plan to assemble locally to benefit from PLI incentives and reduce import costs.

Which price range will see the most action?

The ₹15,000–₹30,000 segment will host the fiercest competition among value-driven 5G models.

How will this impact established brands?

Expect stronger competition, forcing brands like Realme, Xiaomi, and Samsung to offer more value for money.

Should Indian buyers trust new entrants?

Yes — as long as they provide software updates, service support, and maintain local production, they’re reliable options.

Click here to know more.