Revealed: Realme's Strategy with 15 Series to Regain Previous Position in Market Competition
Realme Re-establishes Identity with Focus on Quality and Premiumization
Realme, the popular smartphone brand, is making significant strides to re-establish its identity and market position in India. The company's new strategy, led by Chief Marketing Officer Francis Wong, aims to streamline its product portfolio, prioritise quality, differentiation, and premiumization.
In a bid to do "fewer things better," Realme is narrowing its focus to just three main product lines: the GT series (premium), the Number series (mid-range, anchored by the India-first Realme 15), and the P series. This approach is designed to rebuild trust, regain brand relevance, and move away from a volume-based, cluttered lineup.
Wong acknowledges that the transition to a premium brand will take 2 to 3 years. During this period, Realme will balance its focus on both online and offline growth, especially in Tier 2 and Tier 3 cities. The brand is also emphasizing localization by collaborating with Indian design schools and adopting a more focused approach to marketing and celebrity endorsements to foster "meaningful growth, not just numbers."
AI plays a crucial role in this strategy. Realme is leveraging artificial intelligence as a key product differentiator in the Realme 15 Series. Rather than simply using AI as a marketing buzzword, the brand positions it as central to product innovation that enhances user experience and builds brand trust. This AI integration is a strategic pillar to set Realme apart from competitors and signal its move towards a sophisticated, premium offering that aligns with consumer expectations in 2025.
The Realme 15 Series, launched at Rs 25,999, is equipped with a triple 50MP camera setup, anchored by the Sony IMX896 sensor, and features AI-enabled photo editing and low-light portrait enhancement. AI Edit Genie, a voice-enabled photo editor in the Realme 15 Series, allows users to perform complex photo edits through simple voice commands.
Wong believes that the brand has found a way to recover from the market share decline, as Realme's share dropped from 12% to 9% year-on-year in Q2 2025, according to Canalys. He observes a shift in tier-2 and tier-3 cities in India, where consumers are becoming value-conscious instead of just price-focused. Realme's goal is to root the brand even more strongly in the lives, needs, and aspirations of young Indians.
The brand's deepened partnership with Qualcomm is central to its AI ambitions, resulting in a Snapdragon 7 Gen 4 chipset that delivers a 200% increase in AI performance. Realme's strategy is shifting from feature-led communication to consumer-first storytelling. The company aims to deliver flagship features at scale and deepen emotional connection with its core audience, beyond just market share recovery.
In summary, Realme's comprehensive recalibration is aimed at rebuilding the brand as a trusted provider of premium and quality smartphones, with AI innovations supporting this repositioning. The Realme 15 Series, launched at Rs 25,999, is a pivot for the brand, with artificial intelligence as the differentiator.
In line with Realme's strategic repositioning, the brand will continue to prioritize premium technology, including smartphones, and gadgets, with AI playing a crucial role in enhancing user experience. To achieve this goal, Realme partners closely with tech giants such as Qualcomm to deliver flagship features at scale, ensuring the brand's smartphones, like the Realme 15 Series, are equipped with advancements that set them apart from competitors in the market.
