In a significant strategic shift, Google has officially launched its online Google Store in India, allowing Indian customers for the first time to purchase Pixel phones, smartwatches, earbuds, and accessories directly from Google. It is a crucial milestone in the technology behemoth’s new India strategy, showing its intent to raise its profile in India’s fast-expanding premium smartphone and consumer electronics market.
A Move towards an Apple-Type Direct-to-Consumer Model
Google so far has only been selling Pixel devices in India through its authorized retail partners and online channels using Flipkart, the e-commerce giant backed by Walmart. With this new development, the company is now stepping into the direct-to-consumer (D2C) space—mirroring Apple’s retail playbook. Apple launched its online store in India in 2020 and has since opened two physical stores, one in Mumbai and the other in New Delhi, with more in the pipeline.
By following a similar D2C model, Google is not only seeking to make the consumer buying process easier but also to consolidate its brand name and customer bonds in India. This move also aligns with Google’s ongoing retail footprint, providing consumers more flexibility and accessibility.
Physical Stores on the Horizon
According to a Reuters report earlier this year, Google is in the final stages of identifying locations for its debut brick-and-mortar stores in India—its first physical retail venture outside the United States. Although no specific timeline has been provided, this indicates Google’s broader ambition to invest in and expand its offline footprint in India.
Mitul Shah, Google India’s Managing Director for Devices and Services, underscored the significance of the move, saying that the choice to allow for direct sales was prompted by the “dynamic and evolving nature of the Indian smartphone market.” He further added that Google wants to enrich the user experience through a synergy between online and offline channels by engaging in a close partnership with current partners to offer more alternatives and improved service.
Enhancing Consumer Experience and Price Affordability
The growth in retailing is accompanied by a strategy from Google to invest in customer care and affordability solutions. While the details are thin, consumers can likely anticipate new initiatives on financing, trade-ins, and after-sales service, all designed to woo Indian consumers—especially in the premium segment.
The renewed emphasis of the company on the Indian market reflects Pixel’s increased strategic relevance. Shah clarified that India continues to be an important market for Google, and the company is seeking to empower consumers through AI-driven hardware and uninterrupted digital experiences.
Pixel Pricing and Local Production
Pixel phones are reasonably priced in India between ₹30,000 and ₹1.6 lakh (approximately $360 to $1,900), while Apple iPhones are a bit pricier at ₹43,000 and ₹1.75 lakh ($520 to $2,100). This positioning helps Google to appeal to mid-premium as well as premium consumers.
Google also began local production of certain Pixel models in India under the government’s ‘Make in India’ program. This is cost-effective but offers faster shipping and local production ecosystem support.
Current Market Share and Competitive Landscape
Despite all these advances, Google is still lagging behind Apple in India’s premium smartphone market. Based on Counterpoint Research, Apple controlled a strong 55% of the high-end category (phones above \$520) in 2024, while Google controlled just 2%. Evidently, there’s still a long way to go, but Google’s recently opened direct-channel sales portal and future retail presence can help fill the gap in the future.
New Processor Strategy: Farewell Samsung, Welcome TSMC
In a similar interesting development, Google is also reexamining its hardware at a fundamental level. The technology giant is dumping Samsung for processors and has entered into a long-term partnership with Taiwan Semiconductor Manufacturing Company (TSMC), the globe’s leading chipmaker. The deal, which runs at least through 2029, will have TSMC manufacturing the next generation of Tensor processors for Pixel smartphones and tablets.
This move has the potential to bring significant performance enhancement to future Pixel devices. With improved mastery over hardware and software integration, much like Apple’s successful in-house chip initiative, Google plans to provide better AI capabilities, efficiency, and overall performance in its devices.
Conclusion: A New and Audacious Chapter
Google’s foray into consumer-to-consumer via the official Google Store, its production push, and hardware innovation is a new phase of aggressiveness by Google in India. Though problems persist, specifically in rivaling Apple’s stranglehold on the high-end category, Google’s multi-faceted strategy—be it retail, price, support, or technology—positions the company for long-term success in India.
For Indian consumers, this translates into increased choice, better access, and a superior overall experience when buying and using Pixel devices. As Google invests further in India, users can anticipate not only new devices but also an ecosystem combining innovation, convenience, and individualized service.
