Realme is planning a major shake-up in its smartphone strategy for India. Known for flooding the market with budget devices, the brand is now tightening its portfolio and eyeing the premium segment with a more focused, less cluttered approach.
That’s according to Francis Wong, Realme India’s returning Chief Marketing Officer. Wong, who previously led Realme Europe, says the brand will streamline its product lineup for the Indian market. Going forward, the company will concentrate on just three series: GT, Number, and P.
Wong admits the brand had launched too many similar phones in the past, causing confusion among consumers. Now, Realme wants to cut through the noise and focus on quality and differentiation.
The company is no longer trying to be everything to everyone. It will be more selective about new launches, especially in the oversaturated ₹10,000–₹20,000 segment. That said, it isn’t backing out of the entry-level market entirely.
A new series for India
Realme is also increasing its marketing investment in India. The company plans to collaborate with Indian design academies to co-create devices that could serve both domestic and global markets. “We want some Indian flavors to be added into our product portfolio,” says Wong.
In a surprising move, Wong also confirmed that Realme will launch a new online-focused series around Diwali. The company expects this lineup—alongside the newly launched Realme 15 series—to boost sales during the festive season.
To support its mid-to-premium ambitions, Realme is expanding its offline presence through retail partnerships and increasing efforts in smaller cities.
Realme’s new approach stands in contrast to rival Xiaomi’s more abrupt pivot to the premium segment, which led to a significant drop in its market share. Wong says Realme will take a more measured path, balancing its presence across online and offline channels.
For now, Realme’s market share is slightly down, falling to 9% in Q2 2025, according to Canalys. Still, the company is confident that its more focused strategy will pay off over time.
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(Source)