Google has launched the Fitbit Air fitness tracker in India, but its ₹13,999 price tag (roughly $146) positions it as a premium device, notably higher than the $99 it costs in the US. The screen-less band, unveiled in May, offers 24/7 heart rate monitoring, A-fib alerts, blood oxygen tracking, and sleep analysis, aiming to appeal to users seeking a distraction-free health gadget.
The pricing strategy stands out in a market where Indian startups like Noise and Urban have been undercutting Western rivals, and where screen-less devices from Garmin and others are carving out a niche. According to Counterpoint Research, India accounts for only 5% of the screenless wearable market, and a device priced like a premium product may struggle to make a significant dent despite the Fitbit and Google branding.
The Fitbit Air is available from October 2 via the Google Store and retail partners including Flipkart, Croma, Reliance Digital, and Vijay Sales. Google is also bundling a free three-month Google Health premium membership with the band, a small incentive that may help offset the sticker shock for early adopters.