As a smartphone brand, HONOR stands out for its innovative offerings globally. The brand made a comeback into the Indian market a little while ago, and is attempting to take on established players in a hotly contested segment. We got a chance to quiz CP Khandelwal, Co-founder & CEO, PSAV Global, HONOR’s official brand partner, to understand what the plans are for India.
Q: Brand HONOR made a much-hyped comeback into India, but after that, it hasn’t been very consistent with new launches. What would you say to that?
A: When PSAV brought HONOR to India, our goal was to build a sustainable and long-term presence rather than chase short-term numbers. The Indian smartphone market is one of the most competitive globally, and success here requires careful and phased execution. Instead of launching the entire portfolio, we prioritised bringing models most relevant to Indian consumers.
The HONOR X series, including the HONOR X9c and HONOR X7c, reflect this approach with strong durability, battery life, and design, which are key priorities for Indian users. For us, consistency is about building a trusted value proposition. Over the past year, PSAV has strengthened the partner ecosystem, reinforced after-sales networks, and invested in brand awareness. This groundwork ensures that upcoming launches will be more regular while continuing to stand out for durability, innovation, and relevance to India’s needs.
Q: HONOR has a big portfolio of smartphones, including premium flagships and foldables. When can we see them in India?
A: Globally, HONOR has a strong portfolio, including premium and foldable devices. In India, our strategy has been to begin with the most resonant segments. That is why PSAV introduced the HONOR X series first to build awareness and consumer trust.
At the same time, we understand the increasing appetite for premium devices in India. Consumers here will soon see premium smartphones from HONOR entering the market. These will highlight innovation in design, AI-powered photography, and performance optimisation while maintaining the balance of durability, service, and value that Indian buyers expect. The roll-out will be phased and strategic, but premium smartphones are very much part of our India roadmap.
Q: Overall, what’s the brand strategy for HONOR in India, in terms of target audience, positioning and product roadmap?
A: PSAV’s strategy for HONOR in India rests on three pillars: accessibility, durability, and innovation. India has diverse consumer layers, ranging from first-time smartphone buyers to premium aspirants. We want to ensure HONOR devices address needs across this spectrum.
Initially, the focus is on value-conscious consumers, which is why we launched HONOR X9c and HONOR X7c. These devices emphasise durability, dependable battery life, and reliable performance. Over time, the plan is to expand into mid-premium and premium segments, offering advanced features and design sophistication. Positioning-wise, PSAV wants HONOR to stand for trust and real-world relevance, rather than chasing aggressive but unsustainable launches. The roadmap includes strengthening the X series, introducing premium smartphones, and gradually expanding the product ecosystem, with local manufacturing also being part of our India strategy. This will allow us to optimise costs, ensure consistent availability, and accelerate our future product roadmap to include a wider variety of devices tailored for Indian consumers.
Q: What are HONOR’s plans for categories other than smartphones? Tablets, laptops, wearables etc.
A: HONOR is a global smart device ecosystem brand with strong positions in tablets, laptops, and wearables. For PSAV, the immediate focus is on smartphones, but our expansion into other categories will be closely linked to local manufacturing alignment. Once the local manufacturing framework is established, we plan to bring in tablets as the next category.
Tablets are a strong opportunity in India, driven by demand for education and productivity. Once we solidify the smartphone foundation here, PSAV will look at stepwise introductions of these products, ensuring they are not standalone launches but part of a connected ecosystem. This approach allows Indian consumers to experience the same level of seamless integration that HONOR devices offer globally.
Q. What would be the key USP/aspect that HONOR would like to be known for in the Indian market?
A. From PSAV’s perspective, we want HONOR to be known in India as a brand that delivers premium experiences at accessible pricing without compromising reliability. Our philosophy is that innovation should not only be aspirational but also relevant and dependable in day-to-day life.
The HONOR X9c and HONOR X7c are great examples. They are designed around durability, dependable battery life, AI-driven performance, and practical design. HONOR smartphones have introduced several industry-first innovations, including the silicon-carbon battery, which is the first in the industry and delivers higher energy density, faster charging, and improved endurance. The HONOR Super Steel Hinge ensures that foldables are thinner and stronger. Our Eye Comfort Display reduces strain and enhances viewing, while the HONOR Low Power Satellite Communication Solution extends connectivity even in remote areas. The Harcourt Portrait feature brings studio-level portrait photography, and the HONOR NanoCrystal Shield offers next-generation drop and scratch resistance.
In a crowded market, many brands focus on a single USP, but our edge lies in offering a well-rounded experience. For consumers, we should represent trust, meaning a device that performs consistently for work, play, and everyday needs. Over time, this global innovation, paired with real-world reliability, will be what sets us apart in the Indian smartphone ecosystem.
