India, Nov. 27 -- The mid-premium segment of the smartphone market in India is no longer a compromise between entry-level prices and flagship status. It has become a strategic battlefield where OEMs experiment with innovation, ecosystem integration, and consumer interaction on a scale. This shift is being fuelled by rising disposable incomes, growing digital literacy, and aspirational consumer behaviour. The current mid-premium consumer is educated, discerning, and ready to make investments in devices that provide significant benefits as opposed to a series of incremental upgrades. This shift is important to understand why OEMs are recalibrating their strategies and shifting to super strategies instead of sub-brands.

The market has the m...