OPPO expects nearly a three-fold increase in sales of its newly launched Find X9 flagship model in India, driven by growing consumer demand for premium and ultra-premium devices. A senior OPPO executive noted that the company sees both its existing user base of over 100 million in India and users of other brands as upgrade-targets for the brand’s flagship offering.
Specs and positioning underscore the upgrade pitch
The Find X9 is priced between ₹74,999 and ₹1,09,999, putting it in direct contention with high-end models from top competitors. The Pro variant includes 16 GB RAM with 512 GB storage, a 200-megapixel Hasselblad-tuned telephoto camera and a trio of 50 MP lenses on the rear. Lower variants are priced at ₹74,999 (12 GB/256 GB) and ₹84,999 (16 GB/512 GB) with triple 50 MP rear cameras and 32 MP front cameras. OPPO describes the model as its gateway into ultra-premium for Indian consumers.
Why OPPO is pushing premium now
OPPO made clear that India’s premium smartphone segment is growing strongly: data from market-research firm IDC indicates that premium devices grew around 43.3% year-on-year while the super-premium category saw roughly 52.9% growth. OPPO wants to capitalise on that trend and translate it into flagship volume.
Risks and competitive backdrop
The premium segment is fiercely competitive with devices from brands like Apple and Samsung commanding strong loyalty and ecosystem advantages. OPPO will need to deliver not just high specs but meaningful differentiators — including battery longevity, camera innovation and user-friendly software — to win upgrade business. Its claim of three-times growth assumes that a large portion of its existing base and users from other brands will migrate to this higher-end model.
What to watch next
Critical areas will include actual sales numbers post-launch, the retention rate of OPPO customers moving to premium devices, and effects of pricing and segmentation. Also worth monitoring is how the device’s durability, software updates and service experience compare with established premium players — as those factors often influence upgrade decisions in India.
Final Words
For OPPO, a successful upgrade strategy would reposition the brand from being viewed chiefly as a value brand to a serious contender in the flagship space. For consumers, it signals greater access to flagship-level innovation in India’s ecosystem. For the broader industry, OPPO’s move underscores how global smartphone makers are increasing attentiveness to India’s premium segment, which is rapidly evolving in both expectations and scale.\
Source: NDTV Profit
