After exiting the US smartphone market due to intense competition and an unsustainable business environment, Finnish handset maker HMD Global has reshaped its global strategy. The company is now concentrating on three key areas: India, its HMD Secure business for government and security-critical customers, and its Softlock solutions.
India: The Top Priority Market
HMD has emphasized that India remains its primary global focus, where it plans to strengthen its presence in the mass-market segment. The company is introducing 5G smartphones priced under ₹10,000 and entry-level 4G devices ranging from ₹1,000 to ₹2,000. According to Ravi Kunwar, Vice-President & CEO of HMD India and APAC, Indian consumers resonate strongly with the HMD brand, especially in the affordable smartphone segment.
Affordable Smartphones for the Mass Market
HMD is focusing on smartphones priced between ₹10,000 and ₹15,000, which aligns with the company’s target demographic in India. These devices aim to combine reliable performance, 5G connectivity, and value for money, catering to the growing demand for budget-friendly, high-tech smartphones in the country.
Security-Driven Devices and Solutions
Alongside mass-market smartphones, HMD is expanding its HMD Secure business, which targets security-critical and government customers. In addition, the company has partnered with British cybersecurity firm SafeToNet to integrate AI-driven child protection features into devices like the Fuse, currently available in the UK. These innovations showcase HMD’s commitment to combining technology with safety, appealing to both consumers and enterprises.
Strategic Focus and Future Outlook
With the US market no longer viable, HMD is doubling down on regions and segments where its brand already has traction. India’s growing smartphone market and appetite for affordable, secure 5G devices make it an ideal focus area. By combining cost-effective hardware with enhanced security features, HMD aims to strengthen its footprint and capture a loyal customer base in the Indian market.
