India’s entry-level smartphone market is evolving rapidly, and consumer priorities are shifting in meaningful ways. While performance and features still matter, durability, reliability, and affordability are now becoming decisive factors for buyers in the sub-₹10,000 segment.

According to the latest report by CyberMedia Research (CMR), itel has emerged as the top-ranked brand in durability, reinforcing its growing reputation in India’s budget device ecosystem. The study highlights how practical usage, long-lasting build quality, and value-for-money offerings are reshaping purchase decisions across the country.

Key Highlights

itel leads the sub-₹10,000 segment with a Durability Index score of 0.86

Outperforms major competitors like Samsung and Vivo

Strong presence with 15 crore users across 80+ countries

High consumer trust and brand perception in durability and affordability

Growing importance of durability in purchase decisions

Understanding the CMR Durability Index

The CMR report titled “The Rising Role of Durability, Reliability, and Affordability in India’s Device Market” focuses on how consumers evaluate devices beyond just specifications.

What the Scores Reveal

itel achieved a Durability Index score of 0.86, placing it ahead of:

Samsung – 0.79

Vivo – 0.72

This indicates that users perceive itel devices as more robust and reliable in everyday usage conditions, especially in the budget segment.

Performance Across Device Categories

One of the standout aspects of itel’s performance is its consistency across multiple product categories.

Durability Scores by Category

Smartphones: 0.86

Feature phones: 0.65

Smart devices: 0.88

These scores demonstrate that itel’s focus on durability is not limited to one segment but extends across its entire portfolio.

Strong Brand Perception Among Consumers

Consumer perception plays a critical role in brand success, and itel has performed impressively in this area as well.

Feature Phones

itel leads with 91% durability perception

Followed by HMD Global at 89%

Lava International at 86%

Smartphones

itel ranks second with 85% durability perception

Vivo follows closely at 84%

This data reflects strong consumer confidence in the brand’s build quality and reliability.

Consumer Trust and Buying Intent

Beyond perception, actual user feedback reveals deeper insights into why consumers prefer itel devices.

Key Brand Associations

85% associate itel with value for money

81% link it with durability and strength

79% appreciate its design

74% consider it trustworthy and reliable

Purchase Intent Trends

51% of feature phone users prefer itel for future purchases

30% show interest in itel smartphones

These figures highlight growing loyalty and a strong likelihood of repeat purchases.

Shifting Consumer Priorities in Budget Smartphones

According to Prabhu Ram, VP at CMR’s Industry Research Group, the Indian budget smartphone market is undergoing a structural shift.

What Consumers Want Today

Modern buyers in the entry-level segment are prioritising:

Long-lasting build quality

Reliable day-to-day performance

Practical design

Dependable after-sales service

Durability is no longer an optional feature—it has become a non-negotiable factor influencing purchase decisions.

Why Durability Matters More Than Ever

In a price-sensitive market like India, consumers expect devices to last longer without frequent repairs or replacements. This makes durability a key differentiator for brands.

Real-World Benefits

Reduced maintenance costs

Better long-term value

Higher user satisfaction

Increased trust in the brand

itel’s focus on these aspects has helped it stand out in a highly competitive segment.

Leadership Perspective

Commenting on the recognition, Arijeet Talapatra, CEO of itel India, emphasised that durability is central to the brand’s philosophy. He highlighted that innovation is not just about introducing new features but ensuring that products stand the test of time.

This approach aligns closely with evolving consumer expectations, particularly in emerging and aspirational markets.

Market Impact and Industry Outlook

The findings from the CMR report indicate a broader trend that could reshape the smartphone industry in India.

Key Industry Implications

Brands may shift focus from specs to build quality and reliability

Increased competition in the durability segment

Greater emphasis on after-sales service and product longevity

Expansion of durable device ecosystems

As competition intensifies, companies that deliver consistent durability and value are likely to gain a stronger foothold.

Conclusion

itel’s top ranking in the CMR Durability Index reflects a deeper shift in India’s smartphone market. As consumers become more practical and value-driven, durability, reliability, and affordability are emerging as the defining pillars of success in the budget segment.

With strong performance across categories, growing consumer trust, and a clear focus on long-term usability, itel is well-positioned to lead the next phase of growth in India’s entry-level device market.