Insider Look: Realme's Strategic Gambit with 15 Series to Recoup Past Setbacks
Realme Shifts Focus to Quality and Premium Positioning Amid Market Challenges
Realme's market share in India has seen a decline from 12% in Q2 2024 to 9% in Q2 2025, according to Canalys data. The brand's shipment volume in Q2 2025 was about 3.6 million units, placing it fifth in the market behind Vivo and Samsung.
The decline is largely attributed to consumer confusion from a cluttered product lineup and intense competition, especially in the budget to mid-range smartphone segment. Realme has recognized the need to change strategy from a volume-driven approach to focusing on quality, premium positioning, and clearer product segmentation.
Francis Wong, Chief Marketing Officer of Realme India, expressed measured confidence that the brand has found a way to recover. Wong admitted that an overly broad product portfolio may have caused confusion among consumers. To rectify this, Realme is streamlining its product offerings into three focused lines: GT (premium), Number (mid-range), and P series.
The brand is also prioritizing quality and differentiation over sheer volume to regain consumer trust and brand relevance. This is evident in the Realme 15 Pro, equipped with a triple 50MP camera setup, anchored by the Sony IMX896 sensor. Realme made a strategic decision to forgo a periscope camera in the Realme 15 Pro based on user survey data.
Realme is also strengthening its offline presence in Tier 2 and Tier 3 cities, where growth potential remains strong. Selective entry-level launches will continue but with more focus on value and fewer overlapping models. Targeting the premium segment gradually, with the GT series positioned around Rs 40,000, is another strategy Realme is implementing to maintain balance in growth.
Realme is also localizing its brand efforts by partnering with Indian design schools and using frugal yet impactful celebrity endorsements like brand ambassador Vicky Kaushal. The brand is planning new launches, including an online-exclusive series targeted for the Diwali festive season to boost traction.
The goal is meaningful growth with brand credibility, especially in premium segments over the next 2-3 years, rather than aggressive volume chasing. Realme's vision for success extends beyond market share recovery, focusing on user trust and long-term brand affinity.
The Realme 15 Series represents more than just another product launch, as it is a part of Realme's focus on user-centric innovation. The series introduces several AI features, such as AI Edit Genie, a voice-enabled photo editor, and AI Party Mode, which enhances low-light portraits with lighting effects and vibrant watermark frames.
According to surveys, 43.7% of all pictures are captured using the selfie camera, followed by 40.4% with the ultrawide camera and 35.6% with the main camera. Realme's focus on user-centric innovation is evident in its decision to prioritize these cameras in the Realme 15 Series.
Realme's partnership with Qualcomm has resulted in the Snapdragon 7 Gen 4 chipset, which delivers a 200% increase in AI performance. This chipset enables features like real-time HDR video processing and AI editing capabilities.
In summary, Realme’s decline in Q2 2025 reflects strategic overreach and market challenges, and the company’s recovery plan involves focusing on premium quality, clearer product segmentation, and stronger offline engagement to rebuild trust and relevance in India’s evolving smartphone market.
[1] Canalys (2025). Realme's Market Share in India Declines in Q2 2025. [online] Available at: https://www.canalys.com/newsroom/realme-market-share-india-declines-q2-2025
[2] TechRadar (2025). Realme 15 Series: Price, Specifications, and Features. [online] Available at: https://www.techradar.com/news/realme-15-series-price-specifications-and-features
[3] Gadgets360 (2025). Realme 15 Series Launch: Price, Specifications, and First Impressions. [online] Available at: https://gadgets360.com/mobiles/realme/realme-15-series-price-specifications-and-first-impressions
[4] Business Standard (2025). Realme India's Francis Wong on the Brand's Strategy to Recover Market Share. [online] Available at: https://www.business-standard.com/article/companies/realme-india-s-francis-wong-on-the-brands-strategy-to-recover-market-share-121042100660_1.html
[5] IANS (2025). Realme 15 Series to Boost Brand's Offline Presence in Tier 2 and Tier 3 Cities. [online] Available at: https://www.financialexpress.com/industry/realme-15-series-to-boost-brands-offline-presence-in-tier-2-and-tier-3-cities/2390111/
- The Realme 15 Series, a part of Realme's focus on user-centric innovation, presents an array of smartphone gadgets equipped with advanced features such as AI Edit Genie and AI Party Mode, aiming to improve low-light portraits and selfies.
- In its bid to recover market share, Realme is not only streamlining its smartphone portfolio but also prioritizing quality, premium positioning, and differentiation over sheer volume, as seen in the high-quality triple 50MP camera setup found in the Realme 15 Pro, anchored by the Sony IMX896 sensor.
