India's smartphone market is on the cusp of a new chapter, with Android phone makers launching expensive 'ultra' flagship phones. Samsung and Xiaomi have been leading the charge, but Vivo and Oppo are now joining the fray, bringing their top-tier 'Ultra' phones to the country for the first time.
The Ultra phones will be pricey, with the Samsung Galaxy S26 Ultra starting at ₹1,39,999 and the Xiaomi 17 Ultra priced similarly. Vivo's X300 Ultra and Oppo's Find X9 Ultra are expected to follow suit, quadrupling the choice in the premium segment.
Smartphone camera quality remains a top purchase consideration for Indian consumers, with 57% ready to buy an expensive phone for a better camera. The Ultra flagships are designed to deliver value, with top-tier chips, lots of memory and storage, powerful cameras, and refined designs.
Camera companies like Leica, Zeiss, and Hasselblad are providing expertise to phone makers, with Xiaomi working with Leica, Vivo with Zeiss, and Oppo with Hasselblad. The report notes that 45% of smartphone buyers will pay more for performance, and 57% are ready to buy an expensive phone for a better camera.
The Ultra flagships are a long-term strategic bet designed to create a powerful halo effect across their portfolios and serve as growth levers in a challenging macro environment.
