HMD Global is expanding its footprint in India by launching affordable 5G smartphones with localisation features and strategic retail partnerships, targeting under-connected users across tiered markets.
India’s status as the world’s second-largest smartphone market, alongside the continued strength of feature phones, is shaping HMD Global’s attempt to build a distinct identity beyond Nokia’s legacy. Ravi Kunwar, HMD Global’s vice-president and chief executive for India and APEC, has framed the company’s approach around low-cost devices, wider reach and services that fit the realities of the Indian market. The company says its recent moves are designed to appeal to users who want affordability without sacrificing practical features.
Over the past 18 months, HMD has been selling feature phones under its own brand, including the HMD 105 and HMD 110, which the company says have been well received. It has now moved further up the market with the HMD Vibe 2 5G, a smartphone aimed at the segment below ₹15,000, where volume is high and price competition is intense. The shift marks an effort to broaden HMD’s portfolio while keeping its emphasis on durable, accessible devices.
According to Business Standard, HMD has also formed a strategic partnership with Flipkart to launch its 2026 smartphone range in India. The rollout is expected to begin over the coming months, with multiple devices to follow in stages over the next two to four months. The company says the plan is to improve availability in metro cities as well as Tier 2 and Tier 3 markets, where online retail has become an important route to scale.
HMD is also leaning heavily on software and localised services. TechCrunch reported that the Vibe 2 5G comes preloaded with Indus, an Indian AI chatbot developed by Sarvam, while other reports say the phone is being positioned with support for multiple Indian languages and mid-sentence code-switching. Fortune India said the device also integrates the government-backed Sanchar Saathi platform, underlining HMD’s pitch that artificial intelligence, digital safety and affordability can be bundled for mainstream buyers in India. The company’s own recent feature-phone announcement pointed in the same direction, with video calling, an AI assistant and a digital wallet presented as part of a broader push to make basic devices more useful for under-connected users.
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