Oura enters India’s smart ring market with the Ring 4

Oura, the Finnish innovator known for its smart rings, is officially entering the Indian market, setting its sights on local competitors like Ultrahuman in an emerging sector that has begun to attract price-sensitive consumers. The Ring 4 is being offered at an introductory price of ₹28,900 (approximately $313), with higher-end options reaching up to ₹39,900 (around $432). Additionally, users can opt for a monthly subscription plan priced at ₹599 (about $6). In the U.S. market, the Ring starts at $349 with a similar subscription rate of $5.99. In comparison, Ultrahuman's Ring Air is available for ₹28,499 (around $308), while its newly launched Ring Pro is priced at ₹42,990 (about $465). Despite the competitive landscape, the smart ring market in India remains relatively small, with a significant 30.6% decline in shipments anticipated for 2025 compared to the previous year. IDC reports that the average selling price in this sector has decreased by 8.7%, now at $159.7, largely due to the emergence of budget-friendly alternatives. According to Vikas Sharma, a senior market analyst for wearable devices at IDC, the decline reflects the smart ring category's nascent status in India. Although there was initial excitement around this technology, sustained growth has been challenging. Marketing efforts have largely been subdued, as most manufacturers focus on larger markets. The limited competitive landscape has also hindered innovation and awareness, leaving the segment underdeveloped. Last year, Ultrahuman dominated the smart ring sector in India, capturing a 30.4% market share, followed by Gabit at 18.3%, as reported by IDC. Oura is aiming to differentiate the Ring 4 as a premium health-focused device, which combines innovative hardware with a subscription service that offers personalized insights into users' sleep, activity, and recovery. This strategy sets Oura apart from many local competitors, who primarily compete on pricing. The competition between Oura and Ultrahuman extends beyond India, with Oura having filed a lawsuit against Ultrahuman in the U.S., impacting the sales of Ultrahuman’s Ring Air. In response, Ultrahuman has redesigned its new Ring Pro to avoid infringing on Oura’s patents and is working with U.S. Customs and Border Protection to ensure legal importation. Along with its launch, Oura has released a report detailing sleep patterns among its Indian users, based on data gathered from October 2024 to September 2025. The analysis revealed that users average about 6 hours and 28 minutes of sleep per night, which is below the recommended amount, and they spend less time in restorative sleep stages compared to global averages. These findings highlight both the potential and challenges within the Indian market: while there is an increasing awareness of health and wellness, converting that interest into demand for premium, subscription-based products in a price-sensitive environment remains uncertain. The future of this demand will likely hinge on the entry of more brands into the market, alongside diverse pricing strategies and positioning.