HMD CEO Ravi Kunwar said the company is pursuing a strategy in India centered on affordable AI and local manufacturing [1].

This shift represents a critical attempt to maintain market share in one of the world's most competitive smartphone environments. By diversifying beyond its association with the Nokia brand, HMD aims to reach different consumer segments through a mix of high-tech AI integration and low-cost hardware.

Kunwar said these plans during an interview for the "Big Business Bet" series by WION [1]. He said the company is focusing on the "Make-in-India" initiative to streamline production and reduce costs [1]. This local manufacturing approach is designed to make devices more accessible to the broader Indian population while supporting national industrial goals.

Beyond smartphones, the company is targeting the feature-phone segment [1]. While the global market has shifted toward touchscreens, Kunwar said there remains a significant opportunity for basic phones in regions where digital connectivity is still evolving. This dual-track strategy allows HMD to serve both the ultra-budget market and the emerging AI-driven middle class.

Artificial intelligence is a primary pillar of the new direction [1]. The company intends to introduce affordable AI-enabled devices that provide advanced capabilities without the premium price tags typical of flagship models. Kunwar said the goal is to democratize AI technology for users who have previously been priced out of the market.

To support this expansion, HMD is also prioritizing local language support [2]. The company plans to implement real-time language translation, and better integration of regional dialects, to improve user experience across India's diverse linguistic landscape [2].

“HMD is pursuing a strategy in India centered on affordable AI and local manufacturing.”

HMD is attempting to transition from a brand legacy tied to Nokia into a versatile hardware provider. By combining the 'Make-in-India' manufacturing push with a focus on both the lowest-end feature phones and entry-level AI smartphones, the company is hedging its bets against the dominance of high-end Chinese and American competitors.