In the fiercely competitive Indian smartphone market, standing out is no easy task. With a slew of brands vying for consumer attention, iQOO—a relatively new entrant—has carved a niche for itself with a bold promise: performance-first devices. In an exclusive interview with The Financial Express, Nipun Marya, CEO of iQOO India, shares insights into the brand’s journey, its strategic vision, and how it plans to redefine the smartphone experience for Indian consumers.
India smartphone market trend
India’s smartphone story has been one of rapid transformation. “If you see the mobile phone handset industry, then you know we’ve seen multiple stages of how the industry has evolved. We started with feature phones around 12-15 years back. From there, we moved to small-screen smartphones and now bigger-screen smartphones,” Marya explains.
This evolution, he notes, has been powered by parallel advancements in network infrastructure, from 2G to 5G. “Because both complemented each other so well, the whole landscape of the smartphone industry has changed. And India is now amongst the largest smartphone markets in the world.”
However, while the market has matured, Marya points out a significant challenge: smartphone penetration has plateaued at 50-60% of the population. “There are still quite a few people on feature phones who haven’t made the switch. That’s an opportunity for the entire industry—to increase smartphone penetration, which will not only fuel growth for brands but also benefit the economy.”
Positioning iQOO as a performance-first brand
Amid this dynamic landscape, iQOO has taken a distinct approach. While many brands focus on cameras as their primary selling point, iQOO has chosen to prioritise performance. “When iQOO entered the market 4-5 years back, most brands positioned their phones around camera capabilities. While the camera is important, it’s not the number one need for 100% of users,” says Marya.
“There are so many people out there who say, ‘What I really require is a workhorse. A powerhouse that never lags, whether I’m running heavy games or multitasking.’ This need cuts across price points, from a Rs 15,000 buyer to someone spending Rs 60,000. That’s where iQOO saw an opportunity,” he adds.
The result? A consistent promise to deliver unparalleled performance. “If you’re buying iQOO, you can rest assured there’s no better phone at that price point for performance, multitasking, or gaming,” Marya asserts.
The premiumisation trend
Another trend Marya identifies is the increasing average selling price (ASP) of smartphones. “ASP is rising across industries, from FMCG to automobiles. In smartphones, while ultra-premium devices above Rs 1,00,000 are gaining traction, the bulk of the market is still in the Rs 15,000 to Rs 50,000 range. That’s where iQOO is perfectly positioned to deliver value.”
While the brand has ventured into the premium segment with phones like the iQOO 12, Marya emphasises that performance remains the core DNA across price points. “Whether it’s the flagship series or the more affordable Z series, we never compromise on performance. It’s the promise that sets us apart.”
In a crowded market, building a distinct brand identity is critical—and challenging. “Brand building is a step-by-step journey,” Marya explains. “We’re among the newest players in the market, and establishing a unique identity takes time. But we’re clear about what iQOO offers: a performance-first experience that no one else delivers.”
This clarity, he believes, has helped iQOO carve its niche. “When you look at reviews or feedback from consumers, the message is consistent—iQOO is synonymous with performance.”
iQOO 13: What’s new
The latest addition to iQOO’s portfolio, the iQOO 13, exemplifies the brand’s performance-first philosophy. Launching in India on December 3, the device brings several upgrades based on consumer feedback.
Marya believes iQOO’s success lies in its deep understanding of Indian consumers. “We’ve always focused on what our users want and need. For example, when people told us a Rs 50,000 device should have an IP rating, we made sure the iQOO 13 comes with IP68 and IP69 ratings. Similarly, live streaming is becoming big among youngsters, so we added USB 3.2 support in the iQOO 13.”
Feedback also shaped decisions about battery capacity and display technology. “People said phones are being used more, so we included a 6,000mAh battery with 120W fast charging. The iQOO 13 also features the world’s first 2K, 144Hz eye-care display. While some users have questioned the removal of the periscope lens, we believe the overall camera experience will exceed expectations,” Marya assures.
The iQOO 13 also features the Qualcomm Snapdragon 8 Elite chip, making it one of the fastest devices in its category. “For us, it’s not about being the first to launch a [phone with] new chipset. What matters is delivering the best experience to our users. If we’re not optimising the chipset properly, we’re not staying true to our promise,” he says.
iQOO 13 comes in a choice of 12GB/256GB for Rs 54,999 and 16GB/512GB for Rs 59,999.
Future roadmap
While smartphones remain iQOO’s primary focus, the brand is exploring opportunities in allied categories like true wireless earbuds (TWS). “We’ve received great feedback about our TWS offerings, and we intend to continue in that direction. But for now, our key focus is on improving our smartphone portfolio,” Marya says.
As iQOO looks to the future, Marya is optimistic about the brand’s potential. One of the ways it’s eyeing to increase market share is getting into offline channels that it is announcing alongside the iQOO 13. iQOO phones will henceforth be sold through Vivo-exclusive stores and other retail channels in addition to online. “Our goal isn’t to be #1 or #2—it’s to provide the best possible experience to our users. That’s what will drive our growth,” he says.
With its performance-first approach, consumer-centric innovation, and clear market positioning, iQOO is poised to make waves in the Indian smartphone market. As Marya puts it, “We’re here to fill a gap that no one else is addressing. And we’re just getting started.”
This interview has been edited for clarity and length.
