iQOO’s Smart Strategy: Letting Tech Fans Find Them

In India’s fiercely competitive smartphone market, where giants like Samsung, Xiaomi, and Apple dominate every price segment, iQOO has carved out a unique space. Rather than chasing every potential customer, iQOO lets its most passionate fans come to them—a strategy that’s paying off as the brand enjoys rapid growth and strong loyalty among young, tech-savvy buyers.

A Brand Built for Tech Enthusiasts

iQOO, a subsidiary of Vivo under the BBK Electronics umbrella, entered India in 2020 with a clear focus: deliver high-performance smartphones for users who care about speed, gaming, and multitasking. The brand’s name, “I Quest On and On,” reflects this relentless pursuit of innovation and performance.

From the start, iQOO targeted a niche segment—young consumers and gamers who prioritize technical specifications over flashy marketing or camera features. The brand’s first device, the iQOO 3, was among India’s earliest 5G-ready phones, powered by the flagship Snapdragon 865 processor. This “performance-first” approach set iQOO apart from camera-centric competitors and attracted a loyal following of users who research deeply before making a purchase.

Letting the Product Do the Talking

According to Nipun Marya, CEO of iQOO India, the brand’s target group is highly informed and passionate about technology. “The good thing about our target group is that because they are so informed and passionate about technology, they actually come to you more than you go to them,” he explains. This means iQOO doesn’t need to rely on aggressive marketing; instead, it focuses on building products with the right proposition and letting word-of-mouth and community buzz do the rest.

This organic approach is supported by a strong community of users who co-create and give feedback, making iQOO a brand that listens and evolves. Marya notes that tech enthusiasts—especially gamers—are not easily swayed by marketing lingo. They do their own research, watch multiple video reviews, and only commit to a purchase when convinced by genuine product excellence.

Content Marketing and Celebrity Power

While iQOO’s core strategy is product-led, the brand also invests in smart content marketing. Their podcast series, Quest Talk, hosted by Marya, features conversations with celebrities from various fields—actors, gamers, comedians, and photographers. This content is designed to inspire Gen Z, who relate to the brand’s philosophy of “questing” and self-improvement.

iQOO has also partnered with popular influencers and celebrities like Kartik Aaryan, Samantha Ruth Prabhu, and Bhuvan Bam to amplify its reach. These collaborations help the brand stay relevant and visible, especially to younger audiences who follow these stars online.

Product Range and Pricing

iQOO’s smartphone lineup is carefully segmented to cater to different budgets:

• Z Series (up to ₹20,000): High volume, affordable models for young buyers.
• Neo Series (₹20,000–₹40,000): Mid-range phones with strong performance, especially popular among gamers.
• Flagship Range (₹40,000+): Premium devices for power users.

This tiered approach allows iQOO to offer upgrade paths as customers’ purchasing power grows, while ensuring that every device delivers on the brand’s promise of performance and reliability.

Expanding Distribution: From Online to Offline

Initially, iQOO focused on online sales through Amazon and its own e-store, which helped keep prices competitive and reach tech-savvy buyers nationwide. However, recognizing the importance of “touch-and-feel” in the Indian market, iQOO is now expanding into offline retail through Vivo-exclusive stores and other retail channels. This move aims to reach new customers, especially in tier-2 and tier-3 cities, and build stronger brand conviction through hands-on experience.

Growth and Market Share

iQOO’s strategy is working. In 2024, the brand captured a 3.3% market share, up from 2.3% in 2023—a growth of over 50%. The Z Series has driven strong sales in the sub-₹20,000 segment, which makes up 60-65% of the industry, while the Neo series and flagship models have also performed well.

Marya credits this success to high customer ratings, strong word-of-mouth, and an engaged community. “Multiple industry numbers suggest iQOO is among the fastest-growing brands in the industry,” he says.

Looking Ahead

As India’s smartphone market matures, iQOO’s focus on performance, community, and authenticity positions it well for continued growth. By letting tech lovers find them—and delivering exactly what those users want—iQOO is proving that sometimes, the smartest strategy is to let your fans do the talking.