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Have to buy mobile in less than 7,000, see which brand rules in the hearts of people, these 3 specialties will be stunned

Itel has emerged as the most popular brand in the under Rs 7,000 smartphone segment. This report is based on the findings of the new CMR Insights on Go survey by CMR i.e. Cybermedia Research (CMR). According to this, the smartphone (in the sub-INR 7000 segment) has been extremely popular and prominent among the users during the pandemic. In the pandemic year, Indians spend 522 hours on online study and over 738 hours on infotainment on their smartphones.

3 big features that people like
In the smartphone segment under Rs 7000, users look for best-in-class specs and value for money smartphones. Itel has made rapid strides in the Indian smartphone market. In this way it has emerged as a clear leader.

Users are most satisfied with the quality, price and value for money of itel products. Itel has the highest NPS (60%). NPS stands for Net Promoter Score. Itel is followed by Realme (58%) and Xiaomi (54%).

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Commenting on the company’s success, Mr. Arijit Talapatra, CEO, Transition India said, “We are delighted to note that itel has been able to create the highest brand considering our user base in the Rs 7,000 segment. In today’s new world order where smartphones have become a vital necessity, it is our sole objective to democratize technology for the masses so as to empower the new India to carry on with their daily lives in the true sense. Users have consistently shown great faith in itel. This is our real strength.”

Our objective: Product innovation, better understanding of users, our local market interventions and consistent focus on programs have emerged as the key pillars of itel’s success in India. The company wants to make smartphones accessible and affordable. To this end, the company has partnered, in recent times, to introduce technologically advanced smartphones bundled with Jio services, to empower the value-seeking user base.

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Itel relaunched itel A23 Pro and reloaded itel A48 smartphones this year. These devices were launched to help bridge the digital divide and make the devices ultra-affordable. There are a number of partnered devices being launched at the moment that are designed to offer a portfolio across all segments.

Commenting on the findings of this study, Prabhu Ram, Head, Industry Intelligence Group (IIG), CyberMedia Research (CMR), said, “During the pandemic, smartphones have been a major tool for enabling the lives of all of us. Be it online education, digital payments or consumer infotainment, smartphones have played a role in every field.

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The smartphone has enabled users in urban and aspirational (Tier-III cities and beyond). Smartphone brands, such as itel, have continued to focus on value-focused buyers in the under Rs 7,000 smartphone segment. Along with this, increasingly affordable smartphones have also been introduced. It is packed with the best trendy innovations in its category. It enables users to connect with India’s growing digital economy.”

Following are the highlights of the main study in the sub-INR 7,000 smartphone segment.

Smartphone purchases to consider
Two out of every three smartphone users visit the nearest mobile store to buy a smartphone.
In buying their next smartphone, users trust their family or friends 79 percent and retailers 77 percent.

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Smartphone Brandscape (Sub-INR 7000 Smartphone Segment)-
User Satisfaction: Itel (98%), Realme (96%) and Xiaomi (96%) users are most satisfied with their smartphones. City wise, itel has got 100% satisfaction in Bengaluru, Chandigarh and Guwahati. At the same time, Realme has got 100% user satisfaction in Delhi, Kolkata and Jaipur. Apart from this, Xiaomi has got 100% user satisfaction in Lucknow, Bhubaneswar and Indore.

Brand Advocacy: Itel has the highest Net Promoter Score i.e. NPS (60%). It is followed by Realme (58%) and Xiaomi (54%). City-wise, itel scores are highest in Bengaluru (78%), Chandigarh (75%) and Jaipur (68%). Whereas realme has 1 highest score in Delhi (76%) and Chennai (72%).

Smartphone brands to consider in the future: Among users, itel is the most preferred option (59%). This is followed by Samsung (50%) considering future purchases. City wise, itel is considered the most preferred option for upgrade in Guwahati (82%), Chennai (79%) and Jaipur (75%). Similarly, Samsung has been found to be the most preferred option for upgrades in cities like Delhi (83%), Bangalore (78%) and Lucknow (70%).

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brand imagery
Samsung has won in ease of availability, product quality and good after-sales service. Users users are associated with itel for its trendy technology, sleek design, good quality at an affordable price.
Realme has scored with its design, product quality and high repeat purchases

Online Study:

56% of smartphone users have enrolled for new online study programs since the start of the coronavirus pandemic.

Byju’s (38%), Unacademy (17%) and Vedantu (17%) are the most preferred apps for digital courses.

mobile payment:
58% of smartphone users conduct digital transactions on their smartphones; Indian Rupees spend close to 8,500, mostly for digital payments.

PhonePe (69%), Google Pay (62%) and Paytm (46%) are the most popular apps for digital payments.


28% of smartphone users spend around Rs 1000 per month on infotainment. Amazon PrimeVideo (41%), Gaana (28%) and Dailyhunt (15%) are the top three apps for entertainment, music and news.

According to Satya Sundar Mohanty, Head, Industry Consulting Group (ICG), CMR, “For users in the sub-INR 7,000 smartphone segment, the top three key considerations for smartphones include accessibility, affordability and availability. We provide durable devices and focus on trendy smartphone specs. Brands like itel which are able to deliver these things are the real winners.


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