Vivo focused upon evolving consumers needs with a premium push, says company’s spokesperson

Vivo, currently the number one smartphone brand in India on consecutive quarters, is focussed towards the evolving needs of consumers while maintaining a premium push with its V and X series. While not going hyper about being the leading phone seller in the country, Vivo says, “...we have a very clear understanding of a particular consumer segment needs and do not want overlapping in this.”
“V series is more towards design, camera and social connecting. X series has its own journey from 2023 onwards with X100, X100 Pro, X200 series or X300 series, with camera performance being the main focus,” says Vivo India spokesperson in an exclusive interaction with The Hindu.
We understood what young consumers needs. “User centricity has always played an important role for us, and it will be in the same direction in future.”
On being the leader currently in Indian smartphone ecosystem, Vivo said that output is not in their control. “There are market forces which contribute for a brand to be number one. We might become number one because somebody else is not doing very well also, but a sustained direction is important.”
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“If you look at the brand’s purpose, it is not to be number one in the smartphone market. It is to bring joy to people’s life through simplified technology and experiences,” spokesperson points.
“Every mobile phone which we are selling is made in India, including X series and Fold, and now we are elevating to design for India. CMF and software are being customised according to Indian market need, like wedding style photography, which is now being used in Southeast Asia,” he added.
“Our technological capabilities, not only in terms of camera, but design and innovation, exploring new form factors, provided us confidence to further strengthen our X series in Indian market even more,” tells Vivo India’s spox.
Vivo has now shifted to a newer operating skin know as OriginOS, which replaces the FuntoucOS the Chinese smartphone maker used to have. On this shift, Vivo says that it is quite smarter than the previous OS; from design, customisation to AI productivity. OriginOS is going to be the base, starting from Y Series to X series now.
On go-to-market strategy, the spokesperson told, “I think since beginning we have focused on the retail channel, but we call ourselves as a brand which is present in both the channels, wherever consumers want us. We have a strong presence in the mainline channel, where we have more than 70,000 retail outlets. We need to remain a consumer oriented brand with India centric operations.”
Vivo also has 700 company operated service centres in India.
Vivo is focusing on the segment between ₹30,000 to ₹50,000. In the premium segment, upgradation cycle is evolving, and schemes like easy financing and EMI options have made things easy for people to upgrade. “It is not a price-sensitive thinking now, but value-sensitive.”
Vivo says it will work to elevate premium consumer experience with its products in 2026.