I recently had the opportunity to speak with Arijeet Talapatra, the dynamic CEO of itel India, a brand that has built an unshakable reputation in India’s budget smartphone and feature phone segments. With a mission to make “technology for all” a reality, itel has become a trusted name in Indian households, connecting more than 110 million (11 crore) consumers through its range of feature phones, smartphones, smart gadgets, and televisions.
Under Talapatra’s leadership, the brand has achieved remarkable success, from maintaining its No. 1 position in India’s feature phone market with over 31% market share, to becoming one of the leading players in the sub-Rs 10,000 smartphone category with 22% market share (as per Counterpoint 2025). itel’s strength lies in combining affordability, reliability, and durability with localized innovation that caters to the real needs of Bharat.
Our discussion spanned several themes, from itel’s guiding philosophy and product durability to its AI initiatives, large-scale manufacturing, and plans to create a connected ecosystem of smart products.
Below is the complete interview, divided into thematic sections for clarity.
2Standing apart through practical innovation
When asked how itel differentiates itself from a crowded market of budget smartphone players, Talapatra was clear: “We stand out because we focus on practical innovation, something that affects the daily lives of people.”
He cited this consumer-first approach as a reason behind itel’s consistent dominance. “This focus has made us the leading player in the sub-Rs 10,000 category with a 22% market share, and among the top brands in the sub-Rs 8,000 segment,” he said.
itel’s upcoming launch, the itel A95 5G, marks a major step toward “massifying AI for Bharat.” “We want to make AI accessible for everyone. Our futuristic AI-powered 5G smartphone, starting at Rs 9,299, brings an AI voice assistant and several advanced AI features that were earlier limited to premium smartphones,” he explained.
He backed these claims with data: “According to a Counterpoint report of 2024, itel leads in conversion rates from awareness to trial (61%) and from trial to current usage (86%) among feature phone brands. We also score the highest in overall satisfaction (94%) and brand loyalty (94%).”
Arijeet credited this success to itel’s extensive retail and service footprint. “We have over 1,000 distributors, 130,000 retailers — one of the highest in India — and more than 1,000 service centers. This ensures that itel products, service, and support are always within easy reach of consumers.”
