After exiting the US smartphone market due to intense competition and an unsustainable business environment, Finnish handset maker HMD Global has shifted its global strategy. The company is now focusing on three pillars: the Indian market, its HMD Secure business for government and security-critical clients, and its Softlock solutions.
India has emerged as HMD’s top global priority, with the company planning to expand its presence in the mass-market segment. The focus is on 5G smartphones priced under ₹10,000 and entry-level 4G devices ranging from ₹1,000 to ₹2,000, aiming to reach a broader audience.
Strategic Shift Post-US Pullout
“It was clear from our chairman’s note—the rules of the game in the US and the intensity of competition don’t make it viable for a sustainable business model,” said Ravi Kunwar, Vice-President & CEO, HMD India and APAC. “We are now focusing on secure devices, our Softlock solutions business, and markets like India where we already have a strong base.”
Strong Brand Resonance in India
Kunwar emphasized that HMD resonates strongly with Indian consumers in the affordable smartphone segment. “For the mass market, our focus would be sub-₹10,000 and up to ₹15,000 devices because the natural association of our brand with consumers is strongest in this segment,” he said.
Security-Focused Innovations
HMD has partnered with British cybersecurity firm SafeToNet to integrate AI-driven child protection features into devices like the Fuse, which is currently available in the UK. This demonstrates HMD’s commitment to combining affordability with security-focused innovation for Indian users.