Infinix India, a subsidiary of Transsion-owned Infinix, is aiming to differentiate itself in the highly competitive smartphone market in India. Infinix India CEO, Anish Kapoor, emphasises the importance of clear product differentiation to stand out in the crowded smartphone market. Unlike many other brands that offer devices with similar features, Infinix aims to create products with sharp positioning and specific value propositions. This approach allows Infinix to cater to the unique needs and preferences of customers, providing them with a credible alternative in their desired price range.
Infinix is actively listening to customer feedback and taking corrective measures to enhance the user experience. The company is focusing on software updates, cleaner operating systems, and promises two years of Android updates for its latest launch. By addressing customer concerns and providing a bloatware-free software experience, Infinix aims to build trust and loyalty among its user base.
Infinix has witnessed significant growth in the Indian market, with its shipment volumes increasing by 30% year-on-year in 2023. This growth has helped the brand increase its market share from 2.4% in 2022 to 3.1% in 2023, despite the overall market remaining stagnant. Infinix plans to continue this momentum by launching one device every month across various price points in 2024. To further establish its presence in the Indian market, Infinix is strategically focusing on the Rs 15,000-50,000 price range. This segment offers a significant customer base and presents an opportunity for Infinix to position itself as a credible alternative for customers seeking smartphones in this price range.
Infinix is embracing generative AI technology through a partnership with OpenAI, offering access to ChatGPT through a dedicated voice assistant in their handsets. While generative AI is expected to disrupt the market in the coming years, Infinix aims to stay ahead of the curve by incorporating this technology into its devices.
RTM Watch’s Take
Infinix India’s strategic focus on clear product differentiation, customer-centricity, and innovation sets a commendable precedent in the competitive smartphone market. By prioritising sharp positioning and specific value propositions, actively listening to customer feedback, and embracing generative AI technology, they are effectively carving a niche for themselves and building trust and loyalty among consumers. Their significant growth and market share increase despite overall market stagnation underscore the effectiveness of their approach, positioning them as a credible alternative for customers seeking smartphones.
