Oura Ring Enters India Amidst Price Wars

Oura, the Finnish smart ring manufacturer, has officially launched its products in India. The company is introducing its Ring 4 model, with prices ranging from ₹28,900 to ₹39,900, complemented by a ₹599 monthly membership fee. This move intensifies competition in India's relatively new smart ring market, which has seen a significant downturn. Market analysis indicates a 30.6% decrease in smart ring shipments in 2025 compared to the previous year, with average selling prices also falling by 8.7% to $159.7.

Industry experts note that the smart ring segment in India is still niche, characterized by limited consumer awareness and high price points despite the emergence of more affordable options. While the category initially gained traction as an emerging technology trend, sustained growth has been elusive, partly due to muted marketing efforts and a concentrated competitive landscape. Ultrahuman currently holds the largest market share in India's smart ring category, with a 30.4% share as of last year, followed by Gabit.

Oura is positioning its Ring 4 as a premium health device, integrating hardware with a subscription service that offers personalized health insights. This strategy differentiates Oura from many local competitors who primarily focus on price competition. The rivalry between Oura and Ultrahuman is not confined to India; Oura has previously taken legal action against Ultrahuman in the U.S. Furthermore, Oura's India launch report revealed that Indian users averaged approximately 6 hours and 28 minutes of sleep per night, falling below recommended levels.