HMD is shifting its strategy to focus on affordable AI-enabled smartphones and feature phones produced through Make-in-India initiatives [1].
This pivot represents a significant attempt to capture the budget-conscious segment of the Indian market while diversifying the company's identity beyond its association with Nokia-branded devices [1, 2].
Ravi Kunwar, CEO and Vice President for India and APAC at HMD, said the company aims to carve out a specific place in the competitive Indian smartphone landscape [1, 3]. To achieve this, HMD is prioritizing the development of devices that integrate artificial intelligence while remaining accessible to a wider demographic [1].
A key component of this growth strategy involves enhancing local language support. Kunwar said the company is focusing on real-time language translation, and broader local language integration, to better serve the diverse Indian population [2].
HMD is also leveraging India as a manufacturing hub for global distribution. The company plans to export smartphones manufactured in India to markets in Europe, the Middle East, and Africa [2, 3]. This move aligns with the broader Make-in-India goal of turning the country into a global electronics export center.
Beyond smartphones, the company continues to see opportunities in the feature-phone market [1]. By maintaining a presence in the basic phone segment while scaling AI capabilities in its smartphones, HMD intends to cover multiple price points and user needs simultaneously [1, 3].
“HMD is shifting its strategy to focus on affordable AI-enabled smartphones and feature phones.”
HMD's strategy signals a transition from being a licensed manufacturer of Nokia hardware to a standalone brand competitor. By combining AI accessibility with the cost advantages of Indian manufacturing, the company is attempting to bridge the gap between high-end tech and the mass market, while using India as a strategic springboard for expansion into the EMEA region.
