Itel is the most loved brand in the sub-Rs7K smartphone segment: CMR

According to new CyberMedia Research (CMR) survey results, smartphones (in the sub Rs-7,000 range) have been an enabler of human life in India over the course of the pandemic.

Indians spent over 522 hours online learning during the pandemic and 738 hours using their smartphones for infotainment. Consumers in the sub-Rs7,000 smartphone market are looking for the best specs and the best value for money. Itel has seen rapid growth in India’s smartphone market and is now the clear leader, according to the ‘CMR On the Go’ survey.

Itel is the leader in this smartphone category in terms of brand satisfaction, advocacy, and future consideration. Itel customers are most satisfied with the product’s quality, price, and value for money. Itel is the most popular brand (60%) followed by realme (58%) and Xiaomi (54%).


Itel is proud to have earned the highest brand recognition in the Rs 7,000 market segment thanks to our discerning customers. Our singular goal of democratizing technology is to empower new India in order for them to seamlessly live their lives in the new world order, where smartphones are a necessity. Itel has been a strong favourite of consumers, and this has resulted in us being highly recommended by their friends and families, which is our true strength,” Arijeet Talapatra (CEO, TRANSSION India) stated in a statement.

Itel’s success story is India thanks to Talapatra. He says that this vision, continued focus on product innovation and in-depth consumer understanding, as well as our localized market connect interventions, and programmes, are the key pillars.


Itel and Jio have teamed up to bring smartphones to the masses at an affordable price. Itel launched the itel A23 Pro smartphone and reloaded the itel A48 smartphone to help bridge the digital divide. Talapatra said that multiple partnered devices will be launched. They are designed to provide a variety of segments, which will allow consumers to migrate faster towards true Digital India.

Itel (98%), realme (96%), and Xiaomi (96%) are the top smartphone users. Itel is the most satisfied in Bengaluru (Chandigarh), Guwahati and Chandigarh (96 per cent). realme received 100 percent satisfaction in Jaipur, Kolkata, and Delhi. Xiaomi received 100 percent satisfaction in Lucknow and Bhubaneswar.


“The smartphone has been a crucial conduit to enable human lives throughout the pandemic,” Prabhu Ram, Head- Industry Intelligence Group (IIG), CMR. Prabhu Ram (Head- Industry Intelligence Group, IIG), CMR) stated that the smartphone has allowed consumers to access digital education, digital payments and consuming infotainment online.

Ram said that smartphone brands such as itel have focused on making smartphones more affordable and accessible for value-conscious consumers in the sub-Rs7,000 segment. They offer the most trendy innovations in India, which enable them to connect with India’s growing digital economy.

Itel’s Net Promoter Score (NPS), 60 percent, is the highest in brand advocacy. realme (58%), and Xiaomi (54%) are close behind. Itel is highest in Bengaluru (78%), Chandigarh (75%), and Jaipur (68%), while realme is highest in Delhi (76%) and Chennai (72%).

Itel is the preferred brand for future smartphones (59%) followed by Samsung (50%). Itel is the most preferred choice for upgrading in Guwahati (82%), Chennai (79%), and Jaipur (75%). Itel is also the most popular choice in cities like Delhi (83%), Bangalore (78%), and Lucknow (70%). In Brand Imagery category, Samsung won for its ease-of-accessibility, product quality, and excellent after-sales service. Itel is associated with stylish technology, sleek design and high quality products at affordable prices. realme is highly regarded by consumers for its aesthetic design, high quality products and high repeat purchases.

Satya Sundar Mohanty (Head- Industry Consulting Group, CMR), states that the top three considerations for smartphone buyers in the sub-Rs7,000 segment are affordability, accessibility, and availability. Smartphone brands that provide durable devices, trendy specs and reliable after-sales service are trusted by consumers. Itel is one of the top-performing brands in this price segment, with the highest net promoter score.