Google Now Sells Pixel Devices Directly via Its Official Online Store in India

In a strategic move to strengthen its foothold in India's premium smartphone segment, Google has officially launched direct sales of its Pixel devices through its dedicated Google Store India. Announced on May 29, this development marks the company’s direct-to-consumer retail debut in the world’s second-largest smartphone market.

The initiative represents Google’s growing focus on India’s digital economy and e-commerce boom. Until now, Google’s Pixel products were only available through third-party retailers such as Flipkart, and offline chains like Croma and Reliance Digital.

“This is not just a new channel for us because it’s not simply turn it on and say, ‘From tomorrow onwards, now that you're looking at the product, you might as well go and buy it'. What is enabled in the back-end is a full-fledged capability,” said Mitul Shah, Managing Director, Devices and Services, Google India, to Moneycontrol.

What Can You Buy from Google’s India Online Store?

Google’s newly launched store now enables customers to buy:

• Pixel 9, Pixel 9a, and Pixel 9 Pro Fold smartphones

• Pixel Watch 3

• Pixel Buds Pro 2 earbuds

Previously, this online platform was a space for product browsing and comparisons only. Now, with integrated checkout and shipping features, it provides a complete retail experience.

Exclusive Features Tailored for Indian Consumers

According to Shah, the store offers capabilities that make it the first of its kind outside the United States. A major differentiator is its support for UPI payments, reflecting India’s unique digital payment ecosystem.

“Indian consumers love to buy product using EMI offers but unlike markets like the US or Europe, where you can get monthly instalment as a part of your carrier contract, in India, this happens through banks,” he explained.

Key Features:

• No-cost EMI options via over 15 banks, including HDFC Bank

• Device Exchange Program in partnership with Cashify

• Fast delivery through Blue Dart, covering 12,600 PIN codes with 24-48 hour delivery

• Full service support, including repair requests and pickups via the store

Is Google Planning Offline Stores in India?

These developments come amid speculation about Google opening its first-ever physical retail stores in India, following Apple’s lead. Apple opened its online store in India in 2020, followed by two physical stores in Mumbai and Delhi in April 2023, and is reportedly planning four more outlets.

Google’s Pixel Strategy and Market Impact

With local manufacturing underway and over 2,000 retail points across India, including 250+ experience zones, Google is pushing hard to scale up its Pixel operations.

“We are continuing to enhance on our investments on the retail infrastructure, including more places where customers can touch and feel our product, where they can buy products, and bring more capability in terms of service, among others,” said Shah.

Although Google currently holds only about 1% share in the premium smartphone segment, Tarun Pathak, Research Director at Counterpoint Research, believes that Pixel’s growing product range and this direct sales move will help it gain traction.

“The devices have been gaining mindshare, as the company expands its portfolio and this launch is expected to help Google increase its market share,” Pathak stated.

Conclusion: A Bold Step Toward Strengthening Pixel’s Presence in India

Google’s decision to launch a direct-to-consumer online store in India is a clear indication of the company’s long-term commitment to the country’s booming digital economy. By tailoring the shopping experience to suit local needs—like offering UPI support, no-cost EMIs, fast delivery, and easy exchanges—Google is positioning itself to compete more aggressively in the premium smartphone space.

While its current market share remains modest, the combination of expanded online presence, local manufacturing, and potential plans for offline stores could help Google gain a stronger foothold in India’s highly competitive smartphone market. As Indian consumers increasingly look for AI-powered, premium devices, Google’s revamped retail strategy may finally give Pixel the momentum it needs to scale.