India’s smartphone market has evolved from what it once was. The days of pure price wars and spec sheet comparisons are gradually giving way to something more nuanced: longer upgrade cycles, experience-driven buying, and, of course, a clear bias toward premiumisation. With this, brands such as Oppo have spent the last few years repositioning themselves from volume-driven players to those that want to compete on experience, trust and long-term value. And if the company’s next move is anything to go by, that transition is far from over.
To know about the company’s roadmap, we had a conversation with Goldee Patnaik, Head of Communications at Oppo India. With the upcoming Find X9s and the possibility of the Find X9 Ultra entering India, Oppo appears to be doubling down on its flagship ambitions in a market that is finally willing to listen.
India’s smartphone market has seen a transformation over the past five years. What was once a volume driven race dominated by aggressive pricing and offline expansion is now moving towards user intent and long term value. The consumers are holding on to their old devices, researching more before upgrading and placing greater importance on experience over specifications. This shift has forced brands to rethink what success actually looks like in India today.
‘Five years ago, success in the Indian smartphone market was largely about scale, distribution and price competitiveness,’ said Patnaik. ‘Today, the market has matured significantly,’ he added.
That maturity is also evident in how purchasing decisions are being made. ‘We are seeing clear premiumisation trends and longer replacement cycles, which means consumers are making more considered, value-driven choices rather than purely price-led ones,’ he added.
Now, flagships are no longer about pushing hardware limits. In fact, they are becoming central to how brands define their identity and long term ecosystem strategy. For Oppo, the Find X series has served as that technological showcase, but the current approach suggests a bigger ambition.
Oppo seems to be building a layered portfolio that caters to different tiers of premium users while maintaining a consistent experience. ‘With the upcoming Find X9s, consumers can expect the same philosophy of pushing boundaries across performance, imaging, and overall flagship experience,’ Patnaik said.
Importantly, he confirmed that the device will be powered by the MediaTek Dimensity 9500s chipset, placing it firmly among the next generation of performance-focused, AI-ready smartphones.
Now the brand strategy is about expanding the reach within the premium segment. ‘The intent is to expand the Find X ecosystem, to ensure there is a Find X for every user that matches their needs,’ he added.
The Ultra tier smartphones have become a trend in the global flagship lineup. But Oppo has traditionally kept the Ultras limited to select markets. But India’s growing smartphone space seems to be a safe bet for many brands now.
On the other hand, the global announcement of the Find X9 Ultra has sparked obvious curiosity around its India debut. However, Oppo is taking a measured approach, balancing ambition with market timing.
‘India is a very important market for Oppo, and we are always looking at the right Opportunities to bring our flagship innovations here,’ Patnaik said. ‘When there is something to share, you will be among the first ones to know,’ he added.
While not a confirmation, the response reflects a shift in the intent. The question is no longer whether India can support Ultra-tier devices, but when brands feel confident enough to introduce them to the market.
The flagship market has been crowded and the differentiation often comes down to few key pillars and for Oppo, imaging continues to be the most consistent one. Over the years, the brand has invested heavily in camera technology, not just in terms of hardware, but also in software tuning tailored to specific user needs.
‘For Oppo, imaging remains integral, especially with our Find X Series and Reno Series,’ Patnaik said. ‘We are focused on delivering portrait excellence, with camera systems tuned for Indian users,’ he added.
That localisation effort is backed by LUMO Lab and the LUMO Image Engine, which aim to refine output for real-world scenarios, he mentioned. The goal is not just better images, but more consistent and relatable ones.
It would not be wrong to say that AI has become a central layer in smartphone experiences but its implementation has varied across brands. For Oppo, the focus appears to be less on headline features and more on practical ones.
‘At Oppo, AI is not an add-on, it is reshaping how we design technology for real everyday use,’ Patnaik said. ‘What we are seeing is that AI works best when it removes friction from everyday tasks,’ he explained. ‘Imaging tools like AI Eraser have seen very high repeat usage,’ he added.
Now, the big question is: what is next? The scope for innovation is clearly shifting from hardware improvement to more subtle and behaviour-driven enhancements. This includes making the devices more interactive, adaptive and responsive how users want.
‘There is still meaningful room for innovation in how smartphones adapt to real user behaviour, not just in adding new features,’ Patnaik said. This includes areas such as AI-led personalisation, context-aware interactions and sustained performance over longer usage cycles. In a market where users are upgrading less frequently, these factors are becoming increasingly important.
India’s smartphone market is clearly at an inflection point. While the mid-premium segment continues to drive volumes, the aspiration to move into flagship territory is becoming more pronounced, especially among younger users.
‘What is changing more meaningfully is how younger users are approaching their first ‘serious’ smartphone purchase,’ Patnaik said. ‘Moving to a flagship is becoming a milestone decision,’ he added.