Google's Latest Hardware Push In India: Pixel 9, Watch 3, & Buds Pro 2 Launch

Google has launched its latest hardware lineup in India, including the Pixel 9 series, Pixel Watch 3, and second-generation Pixel Buds Pro. This launch coincides with global markets and represents an expansion of Google's presence in the premium smartphone and wearables segments in India.

Pixel 9 Series and Strategic Market Expansion

The Pixel 9 series includes the Pixel 9, Pixel 9 Pro, Pixel 9 Pro XL, and Pixel 9 Pro Fold, catering to a range of premium users. Each model is powered by Google’s Tensor G4 chipset and comes with a minimum of 256GB of storage, reflecting a focus on performance and user convenience. The Pixel 9 features a 6.3-inch Actua display with a peak brightness of 2,700 nits, and a 48 MP Ultrawide camera, suitable for macro photography. The Pixel 9 Pro and Pixel 9 Pro XL enhance the user experience with a pro-grade triple rear camera system and a 42 MP front camera, designed for high-quality photography. The Pixel 9 Pro Fold introduces a foldable design, featuring an 8-inch Super Actua Flex inner display that combines innovative technology with practical design. Available in colors like Obsidian, Porcelain, and Rose Quartz, the series aims to appeal to users who prioritize both functionality and aesthetics.

Google’s pricing for the Pixel 9 series is as follows:

• Pixel 9: Starting from Rs 79,999
• Pixel 9 Pro: Starting from Rs 109,999
• Pixel 9 Pro XL: Starting from Rs 124,999
• Pixel 9 Pro Fold: Rs 172,999

Market Potential and Strategy Insights

Navekendra Singh, Associate Vice President at IDC, notes that "India is the largest market of its size with significant potential upside in terms of new smartphone users and upgrades to the premium segment." He adds that Google’s increased focus on India is likely inspired by Apple’s success with iPhone user growth in recent years.

He further observes that the Indian smartphone market is experiencing a K-shaped recovery, similar to other luxury product categories like cars, watches, and homes. Singh highlights that "the premium end of the market is seeing healthy growth, driven mostly by Apple." He suggests that Google aims to capture some of this segment with its camera capabilities and AI-focused operating system, but warns that "this would need huge, high-decibel marketing spends to gain a meaningful market share and consumer mindshare."

Prabhu Ram, Vice President at CyberMedia Research (CMR), emphasizes that "Google is finally recognizing the immense growth potential of India’s smartphone market." He points out that until now, "Google has enjoyed a negligible 0.1 per cent market share in the India smartphone market," but is now making concentrated efforts to expand its focus in India. Ram explains that "by strategically addressing the availability, accessibility, and affordability of its Pixel devices, Google aims to tap into the vast Indian consumer base."

According to IDC's figures in the last four years combined Google has barely managed to cross the 1 million device mark in India in terms of sales, with more than 50 percent – 665,000 devices being sold last year which just accounted for 0.50 per cent of the market. Out of these too, 65 per cent devices were from the affordable Pixel A line up. 

Challenges and Opportunities in the Indian Market

Singh also points out that the mid-premium segment, priced between $400 to $600, is seeing intense competition, with almost every brand launching new devices. Google, with its Pixel A series, aims to secure volumes in this segment, where potential upgrades are coming from mass-market segments priced below $300.

However, Singh emphasizes the need for Google to expand its offline presence. "Only online and limited offline presence is not a viable long-term strategy in India, where consumers still feel the need to touch and feel the devices, especially in the premium segment." He suggests that Google must extend its reach beyond Flipkart to appeal to Samsung A series and S series consumers in premium retail stores across the top 20-30 cities of India.

Ram adds that a "robust marketing strategy coupled with an extensive service network will be essential to building brand loyalty and trust" in India. He stresses that "competitive pricing will be a pivotal factor in determining Google's success in a market dominated by value-conscious consumers." If Google can execute these initiatives effectively, "it could potentially replicate the success enjoyed by other established players like Apple and Motorola in India."

AI-Powered Features and Device Specifications

The Pixel 9 series is equipped with several AI-driven features, including Gemini, Google’s new AI assistant, which can be activated by pressing the power button. This assistant helps with tasks like writing and planning, while Pixel Screenshots allows users to save and retrieve information from screenshots. The camera system introduces features such as Add Me, which merges photos to include the photographer in group shots, and Best Take, which combines similar photos to create optimal group pictures. Magic Editor offers AI-powered photo editing capabilities. For security, the devices provide protection against online threats, Emergency SOS, and the ability to identify AI-generated images.

Device Specifications:

Pixel Watch 3 and Pixel Buds Pro 2

Google also launched the Pixel Watch 3 and Pixel Buds Pro 2, expanding its wearable ecosystem. The Pixel Watch 3, available in 41 mm and 45 mm sizes, features a bright Actua display with up to 2,000 nits of brightness and advanced fitness tracking capabilities. Priced at  Rs 39,999 and Rs 43,999, the watch competes with Samsung’s Galaxy Watch 7 and Apple’s Watch Series 9. The Pixel Buds Pro 2, which are 27 percent smaller than the previous model and offer improved noise cancellation, are priced at Rs 22,999. These earbuds aim to challenge premium competitors like Apple’s AirPods Pro and Samsung’s Galaxy Buds 3 Pro.

Strategic Outlook and After-Sales Service

Google’s strategy in India focuses on local manufacturing, expanded retail channels, and enhanced after-sales service. To support the Pixel 9 series and other devices, Google is establishing a more robust after-sales service network in the country. The company has already opened service centers in Delhi and Bangalore, with plans for a new center in Mumbai. These centers are directly managed by Google, aiming to provide a more reliable and efficient service experience for Pixel users. Coupled with 7 years of OS, security, and feature updates, this approach is designed to ensure long-term customer satisfaction and loyalty.

Singh concludes by stating, “While Google is late and has been largely ineffective in making Pixel a serious choice for consumers in India, it is never too late to enter a market like India with a proper go-to-market and pricing strategy.” He stresses that the inclusion of AI features will be crucial in the medium to long term, especially if and when Apple decides to bring AI more prominently to its devices.

Ram similarly emphasizes that "a robust marketing strategy coupled with an extensive service network will be essential to building brand loyalty and trust" in India. He also notes that "competitive pricing will be a pivotal factor in determining Google's success in a market dominated by value-conscious consumers." If Google can execute these initiatives effectively, "it could potentially replicate the success enjoyed by other established players like Apple and Motorola in India."