Indian brand Lava has stayed relevant in the face of intense competition, which is no mean feat given how cutthroat the Indian smartphone segment is. Amidst a spate of launches and fresh salvos from the brand in the affordable space, we had the chance to quiz Sumit Singh, Head of Product at Lava International, about the focus, strategy, and key features of recent offerings.
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How is the sub-Rs 10K smartphone segment faring overall, and for Lava? What are Lava’s hero offerings in that range?
The sub-Rs 10K segment continues to be a high-volume driver in India. It has historically contributed around 50 percent of smartphone sales, and currently it is around 20 percent. It remains a key focus area for us and for all brands aiming to serve first-time and value-driven users.
At Lava, our focus has been to bring new innovations with segment-best features in this category. Bringing 5G experience in the sub-Rs 8k segment has been one of our most loved offerings. Our recent launches, the Bold N1, Bold N1 Pro, and Shark 5G, combine modern design with dependable performance. These devices are designed to deliver ease of use, style, and 5G readiness at accessible price points. We are now building on this momentum with the Storm series, Storm Play and Storm Lite, which bring segment-first features and reaffirm our vision to make next-gen technology more inclusive and affordable for every Indian.
Do you see any gaps in that segment which Lava can help fill?
This segment is highly price-sensitive, often leading many brands to compromise on key aspects such as performance, features, design, and after-sales support. At Lava, we see that as a gap and an opportunity. We believe that users in this segment are mostly first-time users who are also aspirational and demand a good product experience. That’s why we treat design as a core priority, not an afterthought.
Whether it’s a customer buying their very first smartphone, transitioning to 5G or someone wanting to play games, our devices are built to offer a sense of pride and performance in the sub- Rs 10k segment. By blending cutting-edge features, dependable hardware, and sleek aesthetics, Lava is committed to setting new benchmarks in this space.
What are the key USPs of the new Storm series?
With the Storm Series, we are introducing a bold new chapter in sub-Rs 10K smartphones. This series is designed for today’s digital-first generation who demand speed, performance, and style.
We have ensured to bring the best smartphones in this segment and have equipped them accordingly. They’re feature-rich, with Storm Play being powered by the world’s first MediaTek Dimensity 7060 processor, along with segment-first LPDDR5 RAM and UFS 3.1 storage, delivering blazing-fast performance and effortless multitasking. Storm Lite, on the other hand, features India’s first MediaTek Dimensity 6400 processor, offering smooth responsiveness and seamless 5G capability.
Both smartphones promise a clean, ad-free Android 15 experience and come with 1 Android upgrade and 2 years of security updates. With launch prices of just Rs 9,999 and Rs 7,999 respectively, and Free Service@Home across India, the Storm series raises the bar in this segment and reaffirms Lava’s commitment to innovation, accessibility, and user-first design.
How are the tablet and accessories segments shaping up for Lava?
Our accessory business grew twofold last year, driven by strong demand in our audio and smartwatch categories. ProBuds T24 and N32 were our hero products. Most recently, we launched Prowatch Xtreme, alongside Prowatch V1 and Prowatch X. Our aim has been to never rush quality and to rebuild consumer trust in the Indian wearables segment. We plan to launch over 20 SKUs this year, bolster our presence in both online and offline and expand our audio and smartwatch offerings.
The tablet business remains primarily B2B; we collaborate closely with government initiatives and currently have no plans to introduce tablets for regular consumers.
For our smartwatch sub-brand Prowatch, we have built a robust ecosystem tailored to address consumer pain points. In an industry first initiative, we have introduced product quality assurance with 2-year warranty on smartwatches. Across the portfolio, we have introduced segment-first features like 110+ sports modes, AMOLED display, VO₂ Max monitoring, GPS, 10-day battery life and Corning Gorilla Glass protection—at a compelling price point.
What will Lava’s product strategy be this year?
This year, our strategy is centred around affordable innovation, user-first design, and value-driven performance. We aim to solidify our leadership in the sub-Rs 10K category by introducing smartphones that combine next-gen features with dependable build quality and clean software experiences.Localisation remains key, right from R&D and design to manufacturing, ensuring that every Lava product is truly made for India. Our goal is to empower more users with access to powerful, stylish, and dependable technology, while strengthening our position as India’s leading homegrown smartphone brand.
