In 2025’s hyper-competitive smartphone landscape, iQOO is charting its own path—focusing on performance-first products aimed at tech-savvy users rather than mass-market appeal. Having entered India in 2020, the brand continues to target young, informed, and gaming-focused consumers who, according to CEO Nipun Marya, “come to you more than you go to them.”
From Niche Player to Recognised Contender
Launched as a sub-brand of Vivo, iQOO made waves with the iQOO 3—one of India’s first 5G phones, powered by the Snapdragon 865. From the start, it steered away from camera-first messaging and instead prioritised speed, multitasking, and gaming performance. Sold online via Amazon and its own e-store, the brand carved out a reputation as a ‘flagship killer’—offering top-tier specs at lower prices.
Standing Out in a Sea of Specs
With almost every major player now offering high-performance phones, iQOO’s challenge is differentiation. Yet the brand remains confident in its core pull-based strategy, bolstered by a strong community and word-of-mouth. “If your product has the right proposition, this audience will find you,” says Marya.
That said, iQOO isn’t entirely hands-off. Through influencer collaborations, celebrity campaigns (with names like Kartik Aaryan, Samantha Ruth Prabhu, and Bhuvan Bam), and its content series Quest Talk—a podcast hosted by Marya himself featuring creators, gamers, and artists—the brand creates content that educates and inspires while staying true to its tech-forward identity.
Focused Targeting and Tiered Offerings
Rather than the broad 18–34 age group most brands chase, iQOO zeroes in on users who understand and care about performance—especially gamers and eSports fans (India boasts 600M mobile gamers). Its portfolio spans the Z series (budget), Neo series (mid-range), and premium flagships—priced between ₹10,000 to ₹60,000.
This strategy reflects a long-term view: give young users strong entry options today and a path to upgrade as their spending power grows.
Digital-First, With Offline Expansions
iQOO’s online-first distribution via Amazon gives it national reach, especially among digital-native consumers. The brand is gradually expanding into offline retail to deepen its presence in tier-2 and tier-3 markets.
While building mass brand awareness is still underway, iQOO is growing steadily. “Industry data suggests we’re among the fastest-growing smartphone brands,” says Marya. He notes that while volume growth in the industry has slowed, value growth—driven by consumers upgrading to better devices—remains strong.