Arijeet Talapatra, CEO of itel India, said the CMR study reflects the brand’s focus on durability and reliability, with itel scoring 0.86 in the smartphone durability index and 91 percent brand durability perception in feature phones.
itel has emerged as the top ranked brand in the below ₹10,000 smartphone segment in Cyber Media Research’s latest study on durability, reliability, and affordability in India’s device market.
According to the report, itel recorded a Durability Index score of 0.86 in smartphones, ahead of Samsung at 0.79 and Vivo at 0.72. The brand also scored 0.65 in feature phones and delivered high reliability and service scores across device categories.
In the feature phone segment, itel led brand durability perception at 91 percent, followed by HMD at 89 percent and Lava at 86 percent. In smartphones, itel secured second place at 85 percent, with Vivo at 84 percent.
Among current itel users, 81 percent associated the brand with strength and durability, 79 percent appreciated its convenient design, and 74 percent considered it reliable. The study also found that 85 percent of users felt the brand offered strong value for money.
Prabhu Ram, VP, Industry Research Group, CyberMedia Research, said, “The sub INR 10,000 segment in India is witnessing a fundamental shift in consumer priorities, with durability, reliability, and affordability becoming central to purchase decisions. Consumers today are actively seeking devices that combine everyday strength, consistent performance, practical design, and dependable service support.”
Arijeet Talapatra, CEO, itel India, said, “Durability is at the core of everything we build. We believe true innovation is measured not just by what we create, but by how long it lasts. We are honoured to receive this recognition from CMR, which reaffirms the durability and reliability that define itel’s products. The results of this study are a strong testament of how consistently we have delivered on our brand promise across price points and product categories.”
The report also noted strong future purchase interest for the brand. About 51 percent of surveyed consumers showed interest in buying an itel feature phone in the future, compared with 43 percent for HMD and 29 percent for Lava. In smartphones, 30 percent showed interest in purchasing an itel device.
The CMR Durability Index surveyed 2,086 feature phone and smartphone users aged 18 to 35 across 13 Indian cities, including New Delhi, Mumbai, Lucknow, Jaipur, Mysuru, Coimbatore, Nashik, Gangtok, Haridwar, and Bhubaneswar. The study covered Tier 1, Tier 2, and Tier 3 markets and measured real world durability, service confidence, and everyday reliability.
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