India's smartphone market is entering a new phase of premiumization this summer. Leading Android manufacturers, including Vivo and Oppo, are launching high-end 'Ultra' flagship devices in India for the first time.
This shift challenges the long-standing dominance of Apple and Samsung in the ultra-luxury segment.
The market is seeing a surge in high-performance, expensive smartphones. Key models include:
While pricing for the Vivo and Oppo devices is not yet confirmed, industry estimates suggest they will carry a premium over their 'Pro' counterparts, which retail around ₹1,09,999. For context, the Vivo X300 Ultra is currently priced at €2,000 (approximately ₹2,22,000) in Europe.
Industry experts identify several factors contributing to this trend:
The 'more than ₹1 lakh' segment remains heavily dominated by Apple and Samsung. Current market share data for the broader smartphone market shows:
To compete, brands are focusing on a 'hardware arms race.' This includes top-tier chips, increased memory/storage, and advanced camera hardware developed through strategic partnerships with iconic photography brands:
Beyond the phones themselves, manufacturers are introducing expensive, specialized camera kits to create an ecosystem play. Vivo is expected to introduce a 200mm and 400mm Telephoto Extender, while Oppo is set to release a 300mm Teleconverter. These accessories are designed to offer 'Ultra' capabilities that distinguish Android flagships from their competitors.