Motorola Targets Third Place in India's Smartphone Market in 2 Years

Motorola has set its sights on claiming an 8-10% stake in the Indian smartphone market by the conclusion of 2026, as part of its ambitious strategy to secure a position among the top three smartphone brands in India. The company is pursuing this goal through a proactive approach, consistently rolling out new smartphone models across diverse categories. Notably, Motorola's recent emphasis on integrating cutting-edge technology, exemplified by the introduction of on-device artificial intelligence in devices like the Edge 50 Pro, underscores its commitment to innovation and market expansion.

Prashanth Mani, Executive Director, Mobile Business Group Asia Pacific at Lenovo Asia Pacific, said, “Our strategy is to be number three in India, with a very clear mandate to be known more as a lifestyle tech (brand)”. To aim to be among the top three, Motorola has adopted a different approach. Mani shares, “We want to be differentiated on a few things. So first is design, for which our devices are coming with very different materials, vegan leather and fragrance. Colours have become a big part, and we have entered into an exclusive global partnership with Pantone, which helps us bring out innovative colours. And the third is India for India, which includes make in India, design for India, and make for India”.

Motorola introduces a diverse range of smartphones catering to varied budgets, spanning from Rs 6,999 to Rs 99,999, divided into three distinct franchises. The G-series kicks off the lineup, commencing at Rs 6,999 and scaling up to approximately Rs 17,000. Positioned between Rs 20,000 and Rs 50,000, the Edge series offers a mid-range option for consumers. At the premium end, the Razr franchise boasts prices starting at Rs 50,000 and encompasses two high-end devices, the Razr 40 and Razr 40 Ultra, catering to discerning users seeking cutting-edge features and design.

"In terms of contribution, the Razr and Edge series are now contributing 46% of the revenue. However, Edge and G series are very close to each other in terms of revenue contribution”, adds Mani. “Edge is the one that is leading the growth”, adds T.M. Narasimhan, Managing Director, Motorola Mobility India. He says Edge and Razr contributed 22% to our business in the October–December quarter of 2022. But the Edge and Razr series contribution was 45% in the same quarter in 2023. This has resulted in 4x growth for the Edge series and 15x growth for the Razr series”.

Amidst the rising prominence of on-device artificial intelligence in consumer hardware, Motorola has joined the fray with its newest offering, the Edge 50 Pro. This cutting-edge smartphone integrates AI technology into its Pro-Grade camera system, promising authentic colors and a comprehensive spectrum of human skin tones, endorsed by Pantone. Additionally, the device boasts a true color display, certified by Pantone, marking a significant advancement in smartphone visuals. Priced competitively at Rs 29,999, Motorola aims to cater to users seeking top-tier features and enhanced imaging capabilities.