On May 1, OPPO’s e-commerce only sub-brand, Realme, announced a strategic partnership with Amazon India for the exclusive launch of its first product, the Realme 1. This mobile device targeting the Indian youth market will launch on May 15 on India’s largest online market place.
Realme is OPPO’s exclusively online brand with a range of devices that are “Made for and in India”. It will share OPPO’s production line in the country to insure quality at affordable prices. Primarily catering to the diverse needs of the young Indian consumers, Realme will offer beautifully designed and power packed choices in the range of INR 10,000-20,000 ($150 – $300) on Amazon India. The brand plans to launch more premium products in the near future.
“Today, young consumers prefer a better designed phone that represents their different but real personalities. They are looking for an affordable option without compromising on the quality and the performance. On the functional side, their ask is a smarter camera and a better selfie experience. Realme phones will satisfy the needs of the young and online consumers through its exquisite design, leading specs, cutting edge technology and industry-leading qual-ity,” says Madhav Seth, Chief Executive Officer of Realme India.
“Smartphones continue to be one of our largest categories, making us the destination of choice for customers as well as brands.,” says Noor Patel, Director of Category Management at Amazon India, “We are excited to partner with OPPO for the launch of their new sub-brand that appeals to savvy, young shoppers. With a focus on providing the best selection at the best prices and the convenience of fast & reliable delivery, we have and will continue to work customer backwards.”
This is OPPO’s first sub-brand to adopt an online-only strategy. Only sales figures will tell whether abandoning traditional retailing channels are the wise choice in this Chinese battle for the Indian market.