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.
3Durability as a defining trend in Indian smartphones
Durability, according to Arijeet, has already become a new battleground in India’s smartphone market. “Yes, it already is. In many households, a phone is not replaced every year, it’s expected to last for years. The average replacement cycle of smartphones is increasing, and consumers want phones that last long,” he said.
He added, “If a phone breaks easily, it becomes a financial burden. That’s why we are focusing so strongly on durability, because for our customers, it directly translates into peace of mind and value for money.”
