Realme India Revamps Smartphone Strategy: Aims to Focus on More Premium Devices in the GT, Number, P Series

Realme is streamlining its smartphone offerings to focus on a premium brand image, moving away from the crowded mass-market segment. The company will now concentrate on three main product lines: GT, Number, and P series. This strategy aims to reduce product overlap and consumer confusion while increasing marketing investments under the leadership of returning executive Francis Wong.

Francis Wong, Realme India's newly appointed Chief Marketing Officer, explained that the company had previously launched too many similar products, leading to consumer confusion. "We need to reduce the total number of products. We want to make sure we are only focusing on three product lines," he stated in an exclusive interview with Moneycontrol.

Focus on Premiumisation Strategy

Realme is intensifying its efforts in the mid-to-premium market segment with its GT and Number series, especially during the festive season. Although early signs of success are visible, Wong acknowledged that establishing Realme as a premium brand will take up to three years. "To go premium is not an easy job and needs more time to execute," he noted.

The company plans to increase marketing investments with a localised approach to connect better with local users and communities. "We need to increase marketing investment with a localised approach to build a connection with local users and the community," Wong emphasised.

Strategic Channel Selection

Realme is adopting a balanced approach between online and offline channels for its core smartphone lines. "We need to carefully select the channel for a particular product to ensure its success," Wong explained. This strategy aims to avoid the pitfalls faced by competitors like Xiaomi, which experienced a decline in market share due to an abrupt shift towards offline channels.

Despite potential short-term declines in market share, Wong remains optimistic about Realme's ability to recover quickly. In the April-June quarter, Realme's market share dropped from 12% last year to 9%, completing the top five with 3.6 million units sold according to Canalys data.

Expanding Offline Presence

Realme has recently expanded its offline presence through large-format retail partnerships for its GT line and increased penetration in Tier 2 and Tier 3 cities. The brand expects its Number series, including the new Realme 15 series, developed specifically for Indian consumers, to drive volumes throughout the year.

The Number series currently contributes 15% of Realme's volume, with plans to increase this figure to 20% by year-end. "This means more number series need to be sold in the second half of the year," Wong stated.

Upcoming Launches and Collaborations

A new online-focused series is set for launch around Diwali alongside the 15 series. "With the 15 series and the upcoming online series, we can expect growth in Diwali sales," Wong said. The aim is to provide value-for-money choices during this festive period.

While actor Vicky Kaushal was recently appointed as a brand ambassador, Realme will maintain a conservative approach towards celebrity endorsements. "We are conservative in terms of selecting celebrities to be our brand ambassadors," Wong mentioned.

Design Partnerships

In recent years, Realme has collaborated with global design houses for smartphone designs and is now engaging with Indian design academies for future projects aimed at both Indian and global markets. "We're already in discussion with some of them... Getting a design from India for the world will be a big achievement," Wong revealed.

This strategic shift reflects Realme's commitment towards building a strong premium brand identity while ensuring consumer satisfaction through targeted product offerings and innovative collaborations.