Over the years, itel India has not only cemented its dominance in the sub-₹10,000 segment, but it has also played a pivotal role in accelerating digital inclusion for Bharat’s Tier-2 to Tier-5 consumers. It has one of India’s most extensive distribution ecosystems, spanning 1,000 distributors, 1.3 lakh retailers, and more than 1,000 service centres. The brand stands at the forefront of making technology truly accessible for all.
At the helm of it all is Mr Arijeet Talapatra, CEO of itel India. Guided by the brand’s mission of “technology for all,” Mr Talapatra has propelled the company to an impressive base of over 11 crore users across smartphones, feature phones, smart gadgets, and televisions. In 2025, he is steering an ambitious AI-led product roadmap, strengthening local manufacturing, and forging strategic partnerships that bring technology even closer to everyday users.
In this exclusive interaction, we sat down with Mr Talapatra to discuss his vision for the brand, the evolving needs of Indian consumers, and itel’s long-term strategy for innovation, affordability, and deeper market penetration. A business management postgraduate with a strong background in FMCG and telecom, Mr Talapatra is widely recognised for his practical innovation mindset, market resilience, and commitment to advancing India’s electronics manufacturing value chain.
What follows is a candid conversation about the future of smartphones in India and how itel plans to stay ahead of the curve.
Q1. What is the core vision of itel that drives its product ecosystem today?
The Brand DNA of itel is DRA – Durability, Reliability and Affordability – we are a brand that is uniquely positioned to cater to the real Bharat – the people living in Tier 3, 4, and 5 cities. At the core of our products lie our 3P promise – Protection from Dust, Water and Drops. Durability is crucial, especially in the sub 10K segment as it caters to a segment that is price sensitive in nature. We want to ensure that durable and reliable technology is accessible to everyone. That guides every product choice and every expansion in our ecosystem.
Q2. How does itel balance innovation with affordability across a diverse product portfolio?
Innovation becomes power when it bridges affordability. Our innovations have always been rooted in practical utility. Manufacturing in India allows us to respond quickly to the needs of Indian consumers while maintaining high-quality standards. This local presence enables us to tailor products for Indian users and contribute meaningfully to the country’s technology growth and accessibility. We have always been a strong proponent of Make in India and have 3 manufacturing facilities in Noida – with a capacity of producing more than 24 million handsets each year. itel is a brand which is Made in India, Made for India and Made by Indians and this is a major contributor to our vison of democratizing technology for Bharat.
Q3. What are your thoughts about the budget smartphone category in India? How do you see it evolving over the years and what are your hopes for the category? And specifically, what role can itel play?
The budget segment (under 10K) is a very crucial segment as this attracts a significant proportion of users transitioning from 2G to 4G or even 5G. However, the rising prices of chips do present a challenge for us. Consumers expect better performance, better cameras and easy access to 5G, even at lower prices. itel is the only brand in India which offers a free screen replacement guarantee within 3 months – which we are able to do because of our utmost confidence in our product quality. We aim to help make their transition smooth, ensuring we are the preferred brand when the large base of FP users switch to smartphones.
Trust is earned by delivering products that perform reliably and provide long-term value. As per a CMR report of 2024, itel leads above its competitors with high scores in overall satisfaction (94%), brand loyalty (94%), and advocacy with NPS score of 24%. These high scores are a testament to the immense trust enjoyed by itel in India. itel has established a robust service network with over 1000 service centres throughout the country, ensuring unrestricted access to after-sales support for our customers regardless of where they are. These factors are a key enabler of our dominant 23% market share in the sub 10K segment.
Q4. The recently launched itel A90 Limited Edition has a real emphasis on durability features. How are durability, performance and sustainability significant in the budget smartphone category?
Today, durability has become a must have feature for smartphones in India. Durability matters because many families rely on a single device for years. It must handle real world use and still perform well. Beyond the tech appeal, they offer something simpler, confidence that a phone will last long and not disappoint users. The itel A90 Limited Edition shows that toughness and responsible design can be delivered at an affordable price. Currently, we are the only brand in India to offer Military Grade durability in the sub 7K segment (itel A90 Limited Edition smartphone). Durability features like IP Ratings, Military Grade certifications have now started making their way in consumer conversations – a shift pioneered by itel in India.
Q5. itel has established itself in the Feature Phone category as well. But with smartphones and now AI getting the centre stage, how do you foresee the future of Feature Phones? Is there any scope for innovation there or can we expect a disruption in the category?
itel leads the FP market – No. 1 Brand of India consistently since the last few years – with a dominant 34% market share (Counterpoint, 2025). itel has maintained strong leadership in feature phones by having a clear understanding of what our customers value most – durability, reliability and ease of use. We have been the No. 1 Feature Phone brand of India consistently for the last few years now. Feature phones still have a user base of more than 220 million (Counterpoint).
We have a very strong focus on practical innovation – something that is useful for people in their daily lives. For instance – this year we launched the King Signal Feature Phone – an innovative, high-performance feature phone built for those who demand exceptional signal strength, with 62% stronger network connectivity and 510% longer call duration in low network areas. Feature phones will stay important for users who value simplicity and long battery life. We see this space evolving steadily rather than facing sudden disruption. Our experience in this category allows us to introduce meaningful upgrades without losing the simplicity people depend on. Not only smartphones, nowadays feature phones are built to withstand extreme temperatures ranging from -40 degrees Celsius to 70 degrees Celsius.
Q6. How is itel planning on leveraging the AI storm across the different product categories?
GenAI smartphone share of overall smartphone shipments is expected to reach 54% by 2028. AI is going to be a strategic driver of our product roadmap for 2025 and beyond, ensuring greater accessibility of AI, particularly in Tier 3, 4 and 5 cities. Recently, we launched Super Guru 4G – which became India’s 1st AI Enabled Feature Phone (Counterpoint). We started our journey of AI with the introduction of inbuilt itel AI Voice Assistant in itel’s smartphones. When we added AI to feature phones, our goal was to make its usage easier for everyone, massifying AI for Bharat. Until now, AI features were largely limited to premium smartphones category. However, we have ensured that access to AI features are not restricted to products or price range – truly democratizing technology for India.
Q7. Can you share with us if any recent consumer behaviour trends have influenced itel’s product strategy?
Durability has become very crucial for customers, especially in the budget smartphone segment. This change is especially visible in India, which has a significant base of price conscious consumers. Almost eight out of ten buyers now call durability a must-have feature for phones (CMR, 2024). That is a real shift in what people value. They are not asking for more features – they are asking for reliability. itel has been at the forefront of leading this change with its exciting range of durable, reliable and affordable products – be it feature phones, smartphones or smart gadgets.
Q8. Smart features and connectivity play a significant role in consumer electronics today. What is itel’s roadmap in finding opportunities in that sphere?
From smartphones to smart gadgets and home appliances, every product we create is built to work seamlessly, deliver reliability, and remain accessible to all. Our goal is to offer a meaningful experience across a diverse range of durable and affordable devices – ensuring that technology not only fits effortlessly into the daily lives of users but also adds lasting value for them.
Q9. What are some of the areas where you think itel must focus on in the next 3 to 5 years?
Looking forward, we aim to maintain our dominance in feature phones and smartphones in the sub 10K segment. A major focus will also be on strengthening our smart gadgets and accessories portfolio and taking it to the next level by introducing a series of innovative products that is going to redefine style, quality, and user experience. AI is going to play a pivotal importance in our product roadmap for the next few years. We want itel to become an ecosystem brand, a one-stop solution for feature phones, smartphones, smart gadgets, TV, solar products, personal grooming and home appliances for consumers in Tier 3, 4 and 5 cities that will make their everyday lives better.
Q10. Lastly, if you had to pick one upcoming itel product or technology that excites you the most, what would it be?
Many exciting launches are scheduled to be launched next year. I cannot reveal much about the products now, but I can assure you that consumers and tech enthusiasts will not be disappointed.
FAQs
Q1. When did itel enter the Indian market?
Answer. itel launched in India in April 2016 as part of Transsion Holdings, aiming to democratise technology for the masses.
Q2. What is itel India’s brand vision?
Answer. itel India’s vision is “technology for all”, reflecting its commitment to affordable, value-driven offerings that make life more convenient.
Q3. What products does itel India offer?
Answer. itel India’s portfolio includes smartphones, feature phones, smart TVs, soundbars, and smart gadgets, targeting aspirational consumers in Tier 3 and below markets.
Q4. What recognition has itel India received?
Answer, itel was honoured as the “Most Popular Smartphone Brand in Sub-7k Segment” and “Best Budget Smart TV Brand” at the Mobility Excellence Awards 2021.
Q5. What is itel India’s mission?
Answer. itel India’s mission is to provide budget-friendly consumer electronics and lifestyle products, ensuring affordability, accessibility, and innovation for all.